Online panel surveys. Types of surveys

February 8, 20238 min read

Online panel surveys have proven to be an economical and effective way to study the market in a general and selective manner, as they allow the contracting company to customize its research according to its budget, research objective, and target audience, without losing the quality and effectiveness of the study.

However, it is necessary to know a little more about the characteristics of this tool to be able to define the type of research that will be most effective according to your objective.

What to know before hiring a market research

Online panel surveys. What it is and its importance

Online panel research is a market study tool that consists of using groups of respondents previously registered in a database, with the purpose of obtaining opinions from a specific group that represents their target audience, in order to generate economic growth through the improvement of products and services offered. There are several types of online panels, and the most well-known are B2B and B2C.

Conducting online panel research can bring several advantages and benefits to researchers, companies, and organizations.

Here are some of the main reasons why using an online panel is important:

Broad and diverse access: Online panels gather large volumes of participants with varied profiles, ensuring more representative samples and more reliable results.
Speed and efficiency: Data collection occurs in less time and with more agility than traditional methods, allowing for faster analyses and decisions.
Cost reduction: Online surveys eliminate expenses with travel and physical materials, making the process more economical.
Geographic flexibility: It is possible to reach respondents in different regions without limitations, expanding the scope and diversity of the research.
More sincere responses: The anonymity of participants encourages honest and spontaneous responses, increasing the accuracy of the information.
Real-time monitoring: Researchers monitor the progress of data collection and respondent engagement, adjusting the process as needed.
Variety of formats: Questionnaires, interviews, and virtual focus groups make surveys more dynamic and suitable for study objectives.
Precise segmentation: The ability to filter participants by age, gender, or behavior allows for more targeted and relevant studies.

However, it is important to note that online surveys also have their limitations, such as the possible exclusion of people without internet access or with less familiarity with technology. Therefore, it is essential to adopt complementary approaches, when appropriate, to ensure more comprehensive and representative results.

Speaking of which, have you met the PETs consumer panel?

Types of online panel research

Some types of research combine very well with the use of respondent panels, especially when a study needs to be completed quickly and directed to a specific group. This approach allows for focus, agility, and precision in the results.
Below, see the most used types of research in this format.

Quantitative

Quantitative research is one of the most used in market studies and serves to define data and information obtained through numbers or percentages. This type of quantitative research is carried out through questionnaires with closed or selection questions and aims to create a pre-selection or a general selection of the public, to then segment it through other research with more in-depth information.

Qualitative

Qualitative research allows for obtaining more specific data and is carried out through questionnaires with open questions. This type of research is widely used to support campaign decisions and also to obtain opinions on product launches. It is a type of online research where the quality of information is much more important than the quantity of data. Other resources are also used to collect this more detailed information such as:

In-depth research
Focus group
CATI research (by phone with open questions)
Product sample

Discover some software for online surveys, specifically to cover quantitative and qualitative research

Consumer habits research

This type of online panel research aims to understand consumer behavior, in order to create more assertive communication between company and client. It is super important to know your audience's profile to create products and
services that meet market needs and desires, as the success or failure of a brand is directly linked to this. Still on consumer habits, it is worth taking a look at the article below where there is more information about the types of consumers and their habits.

Learn more about the different types of consumers and their characteristics

Satisfaction research

Satisfaction research is one of the most effective communication channels when it comes to knowing the public's opinion about your product or service, as it extracts the opinion of real users of your brand, users who often also use competitor products and services, being able to provide very relevant information about the commercial sector in question.

This type of research is one of the most used by companies and the most common is the NPS (Net Promoter Score) survey, which consists of asking a question to find out the level of customer loyalty to the company, where:

a rating of 0 to 6 consists of a detractor score
a rating of 7 to 8 consists of a passive score
a rating of 9 to 10 consists of a promoter score

In this way, the company can easily identify customers who are detractors and implement strategies to ensure they have a positive experience with the company again, turning them into promoters.

CSAT (customer satisfaction) research is also very common and usually captures customer satisfaction in a specific transaction, unlike NPS, which measures customer loyalty in relation to the company over a long period, usually 12 months.

Price research

Online panel research aims to accurately measure acceptance and adjust prices of products or services. This strategy proves efficient both before launch — helping to define competitive values — and after market arrival, by allowing price readjustment and reducing risks such as audience evasion or low acceptance.

Among the methodologies applied, Conjoint Analysis stands out, which combines different attributes in a single question to understand how consumers evaluate and choose between the presented options. This approach provides the researcher with valuable insights, such as identifying trends and a clear visualization of the attributes most valued by the majority of respondents.

As products and prices vary according to consumer profile, it is essential to segment studies. Below, we present three recommended consumer panels to work with each niche more assertively.

Research for new products

Launch research is one of the most important types of online panel research to be applied to any brand. Even if it is a new or small venture, it is important to know the demand and potential of your
product in order to avoid unnecessary risks and financial losses. For this type of research, the use of an online panel combines very well when a company wants to launch a new product in an unknown market without clearly knowing how the target audience will react to this novelty in the market. Understanding in advance what future customers of this product think is a strategy that we can activate with extreme efficiency and speed using an online panel.

To complete this information, see how to define and calculate a sample in relation to size.

Campaign measurement research

It aims to measure the impact of advertising campaigns launched in the market. In addition, campaign measurement research investigates the attractiveness and degree of influence caused by the campaign at the time of purchase decision. This type of research also helps to capture ideas for future campaigns.

Learn about the shopper panel and the advantages of using this group of respondents

How to conduct online panel surveys

For an online panel survey to be successful, there are some points you should define before actually structuring the research.

Study objective: This is the “why” of investing time and money in this specific study
- - Why do you need the information you will obtain from this research?
  - Is the objective to solve a business problem?
  - Launch a product?
  - Conquer new markets?
  - Among countless other objectives that can instigate an online panel survey.
Target audience – It is necessary to know who your research will be directed to, otherwise you will have data obtained from random people, who do not correspond to the opinion of your own customers, which would negatively influence the research results and the decisions made based on it. Define the persona of your research.
Sample size – In addition to defining your target audience, you will also have to define your sampling, that is, the number of people who can represent your target audience. At this stage, always take into account the research time along with the available budget for it.
Budget – Do not structure market research without taking into account the available budget for it, this will cause you to waste your time, as in the end it will be necessary to restructure the research to fit your budget.
Duration time – It is necessary to determine the time your research will remain active, this stage will cover your budget and the sample size. Generally, the larger the sample, the larger the budget and/or the duration of the study should be.

In summary, a well-planned online panel research depends on method, clarity, and precise execution, and Painel TAP can help with each of these steps.

Access the website and discover how Painel TAP transforms data into strategic insights and results that drive decisions with confidence.