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First-Ever Panel of the Year Award Goes to Banana Republic

Whistler, B.C. – Vision Critical’s inaugural Panel of the Year Award was presented to Banana Republic for their innovative “BR Insiders” custom online panel.

This annual award honors the very best in online custom panel research. The presentation was made during a gala awards dinner at the Panel Summit, a conference hosted by Vision Critical where the latest in interactive online research methods were unveiled and discussed.  

“Banana Republic has done an outstanding job of realizing the full potential of panel research. They’ve created an ongoing conversation with their customers, treating them like VIPs. By getting quick results, the research has been infused across their organization, making the panel a part of the company’s DNA,” said Jason Smith, President of Vision Critical, Panel Division. “Banana Republic is a great example of how to leverage panel research.”

Searching for a quick and easy research tool that wouldn’t drain their budget, Banana Republic launched their branded online panel, BR Insiders, in January 2006.  They quickly saw the merits of being able to engage with these panelists on many different levels, on a more continuous basis.  Now, with tens of thousands of customers participating, the panel serves as an important tool for connecting with customers.

Customers participate in surveys, feedback forums, focus groups and other creative exercises. For example, BR Insiders have even been able to show Banana Republic the inside of their own closets, using photo upload technology. Banana Republic uses this information to help derive insights about their customer needs and preferences, giving their company a leg-up on the competition.

Banana Republic’s BR Insiders panel beat out strong competition from Vodafone, ACP Magazines and Teen Vogue.  Finalists were judged in a variety of areas, including recruitment, panel health, surveys and retention strategies.

In addition to presenting the Panel of the Year Award, the Panel Summit brought together the leading minds in custom panels and online communities to share ideas, best practices and try the latest technology. The keynote address was given by Angus Reid, CEO of Vision Critical. Other presentations included:
o Leveraging Communities & Panels for Insights by Aprille Byam at Eastman Kodak
o Breakthrough Tools, Techniques & Practices by Jessica Chung at Clorox
o Using your Panel for Better Segmentation by Shawn Henry for Vodafone NZ and Westpac

Posted on July 3, 2008
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