The word Profile has mixed connotations as in the negative context of racial or criminal profiling. However, in the research arena, specifically when it comes to online panels maintaining a current profile survey is critical and provides us the clarity of understanding who is part of our panel.
Just what is a profile survey? These questionnaires have the specific focus of gathering general data about your respondents. By contrast topic specific surveys, such as customer satisfaction, product or brand awareness or AIO (attitudes, interests, opinions) are focused of explicit topics of interest. Profile surveys, on the other hand, seek to capture general demographics, basic product usage measures, interest in and involvement with surveys (e.g. how frequently do mind receiving surveys), as well as contact information.
The data collected via the profile survey allows you the ability to analyze your panel and to gain an understanding of its characteristics. These attributes will allow you create samples for further research. For example, in my context of the IT world I often select panel samples that are product or technology specific, or based on job role or function. These variables are part of my profile survey and serve as the basis for my sample selection.
Keeping things current is part of the panel management process. As your panel grows over the course of the year new respondents will be profiled and this will change the panel makeup. It is suggested you conduct a quarterly review of changes in panel composition. This can be done more or less frequently depending on growth trends.
Best practice involves re-surveying your panelists on an annual basis. This keeps the data current; especially critical in the B2B marketing arena where job role changes could influence panel respondents’ behavior. Your profile survey is the cornerstone of panel management activity as it gives you a pulse check on who is participating.
Just what is a profile survey? These questionnaires have the specific focus of gathering general data about your respondents. By contrast topic specific surveys, such as customer satisfaction, product or brand awareness or AIO (attitudes, interests, opinions) are focused of explicit topics of interest. Profile surveys, on the other hand, seek to capture general demographics, basic product usage measures, interest in and involvement with surveys (e.g. how frequently do mind receiving surveys), as well as contact information.
The data collected via the profile survey allows you the ability to analyze your panel and to gain an understanding of its characteristics. These attributes will allow you create samples for further research. For example, in my context of the IT world I often select panel samples that are product or technology specific, or based on job role or function. These variables are part of my profile survey and serve as the basis for my sample selection.
Keeping things current is part of the panel management process. As your panel grows over the course of the year new respondents will be profiled and this will change the panel makeup. It is suggested you conduct a quarterly review of changes in panel composition. This can be done more or less frequently depending on growth trends.
Best practice involves re-surveying your panelists on an annual basis. This keeps the data current; especially critical in the B2B marketing arena where job role changes could influence panel respondents’ behavior. Your profile survey is the cornerstone of panel management activity as it gives you a pulse check on who is participating.