CONSUMER PANELS

Consumer panels are groups of consumers in specific sectors, recruited by research companies and agencies, which are used as respondents to answer specific research questions relating to product testing, taste testing, ad testing or other areas. Most often they are a specialist panel who take part in numerous projects. Consumer panels are particularly useful for short, quick surveys, where the emphasis is on a sample of those with specialist knowledge rather than a representative sample of the general population.

Consumer Panels seem to be hot these days. In fact, there are consumer panels of all types and sizes—and for every purpose on earth. Here are just a few ways that consumer panels are most often used, along with some of their pros and cons:

PANEL TYPE	PROS	CONS
Generic Consumer Panels: Run by a company similar to a market research company, these panels use random consumers, recruited to participate in a variety of projects. Consumers are screened based on their usage behavior—and you can ask them anything with quick turnaround.	You can use them quickly and efficiently.	They don’t give you much quality higher than a focus group.
Trend-Setter Consumer Panels: These panels are comprised of early-adopters, or trend-setters, in specific categories who can help companies understand what is next—or help evaluate up-and-coming technologies.	They are much more forward-thinking than regular consumers.	Their opinions may not be representative, and may send you down the wrong track.
Brand-Lover Consumer Panels: These panels are made up of brand-loving consumers who have “opted-in” from a company’s website. These consumers will respond to questions for free—as well as share their opinions and try products.	You can easily get consumers involved, AND keep up their love of the brand.	Their opinions are not representative of all consumers.
Creativity-Trained Consumer Panel: This is a panel of consumers who are designed for the innovation process. They are regular consumers, but have been screened and trained in how to use their creative problem solving skills. They partner with companies to help with their concept development process.	You get consumer-oriented solutions as part of the innovation process.	These panels require a commitment from the company to use them.