Research panels are key for conducting high-quality quantitative marketing research in today’s online and digital world. Whenever your company is planning to release a new product or service, upgrade an existing one, or meet many other business objectives, it is incredibly important to conduct market research with a dedicated research firm.
EMI Research Solutions is a leading online sample and quantitative research consultancy. With more than 20 years of experience operating in the market research industry, we provide you with transparent solutions that connect you to the right sample that best fits your project rather than trying to make your project fit a specific panel.
What is Panel Research?
Panel research is a market research methodology that uses a group of pre-recruited participants to provide ongoing feedback about products, services, brands, and market trends over multiple time periods. This approach allows organizations to track changes in attitudes, behaviors, and preferences across the same group of respondents, making panel data particularly valuable for brand tracking studies, product testing, advertising effectiveness measurement, and industry trend analysis.
The main advantage of panel research is its ability to measure change over time. Rather than recruiting new participants for every panel study, researchers can analyze how the same respondents’ preferences, usage patterns, or opinions shift. For instance, consumer panel research can reveal whether customers’ attitudes toward a new product launch strengthen or weaken over the first six months, while a B2B panel might track how business decision-makers’ technology preferences evolve following industry changes.
What is a Research Panel?
A research panel is a group of established survey participants that a research panel company has on hand, either for a specific study or overall, to provide data and feedback to companies, governments, and non-profits researching consumer behavior and other trends.
With panel research, this established group of survey responders is typically prescreened through preliminary data provided to the organizers. This data includes answers to questions on basic household demographics, income levels, and other personal information to streamline the selection process for particular research panels or surveys. For example, a group of survey respondents selected for a car manufacturer may eliminate those who do not already own a car or who do not like to drive.
Through these efficiencies, panel research makes the process of obtaining consumer data faster and more affordable for companies. It also means increased responses to online market research efforts when compared to forming a panel from scratch for one-time or sporadic consumer research. One thing that you need to keep in mind is that panels are different from one another.
Types of Research Panels
Every research panel is different. This is a fact. For the past decade, we have been studying how panels differ from one another and how business decisions can differ based on the sample provider used. Ultimately, this is the most important finding of all the work we do in understanding research panels.
A core reason panels are different is because nearly all market research panels are built to answer business questions. They are not built to be representative of the US (or any other country’s) census. They are far from probability samples despite some claims otherwise.
So, why are they different?
There are many reasons, but the main differences are that they recruit differently, manage their panel differently, members can access surveys differently, they may have exclusive partnerships, or have different incentive structures. While we have spent over a decade working to inform the overarching market research industry that online sample is different, there are many that still believe it is a commodity and should be treated as such. Choosing the right online panel provider requires understanding these fundamental differences between panel types and management approaches.
Research panels can also fall into various categories based on the core target audience they can provide. They fall into three broad categories:
Consumer Research Panels
Consumer research panels are panels whose respondents are primarily consumers who participate in quantitative consumer research.
Consumers who join these panels provide feedback through survey responses on products, services, concepts, ads, public opinion topics, and much more.
Consumers are recruited to join panels from a variety of areas, including social media, rewards programs, memberships, loyalty programs, etc.
B2B Research Panels
B2B (or Business-to-Business) research panels are panels whose respondents are primarily used in B2B quantitative research. They are made up of various professionals, business owners, experts, advisors, and decision-makers across various industries.
Respondents who are part of a B2B research panel provide feedback and insights on business-related studies.
Healthcare Research Panels
Healthcare research panels are those whose respondents are primarily used in healthcare quantitative research.
Healthcare research panels normally fall into two main categories: Patient/Ailment or Physician/Specialist.
Learn about effective panel sampling strategies to maximize your research outcomes.
How Research Panels are Managed
As mentioned above, no two research panels are the same. Every research panel is different and constantly changing. When getting ready to pick which panels to work with, there are numerous things to be aware of about how they manage their panel that can have an impact on the results their panelists provide.
One key factor that differentiates panels and their respondents is how they recruit. Some of the information to consider about the recruiting practices of a potential panel partner include how their respondents are recruited, the sources used to recruit, how respondents are verified, profiled, and monitored, and what type of targeting is available.
Another key factor to take into account when selecting a potential sample partner is the type of information they have on their respondents and how much. Some things to consider are the information they are collecting on their respondents, the type of profiling questions being asked, and if they include additional information from third parties.
How a panel incentivizes their panelists is another factor that can impact the data you may get from them. Consider how respondents are incentivized, the average incentive, how incentives are provided, and at what frequency.
How panelists are contacted and the frequency can also factor into the kind of panelists the provider has, as well as the turnover a panel may have. Consider if the frequency and method of contact seem reasonable to take into account the likelihood a panelist may have contact fatigue.
Any panel provider considered should have quality control measures in place to combat any fraud or poor-quality respondents. It is important to note whether a provider has a documented quality control process, how they mitigate poor quality, if they use a respondent scoring system, and if they communicate with respondents to help them improve or provide guidance.
Finally, the customer service level a panel provides may not impact the data you achieve, but it will impact the difficulty level it may be to work with them, and it could lead to frustration and problems while in field. Take into consideration what their customer service looks like, who their escalation point is, who will be “on-call,” and the normal bid turnaround time.
Benefits of Panel Research
Panel studies offer several advantages for organizations conducting market research:
- Longitudinal tracking capabilities: Following the same respondents over time reveals how brand awareness, purchase intent, or professional attitudes evolve in response to marketing activities, industry changes, or healthcare interventions.
- Product and service development insights: Panels can test concepts, prototypes, and final offerings with the same participants, showing how perceptions change throughout the development process.
- Campaign effectiveness measurement: Tracking the same respondents before, during, and after campaigns clearly measures their impact on brand metrics.
- Market segmentation analysis: Panels allow researchers to observe how different segments respond to market changes, new offerings, or competitive threats over time.
- Cost-effective research: After initial panel setup, ongoing tracking studies cost significantly less than repeatedly recruiting new participants across any market segment.
Importance of Research Panel Selection
One aspect that many researchers overlook when conducting online quantitative research is the selection of the right research panel provider. Many people believe that panels, and the data they provide, are all the same. That could not be further from the truth. Research panels are different from each other, and they change over time. Selecting the right research panel provider can be key to getting the relevant actionable insights you want.
That’s where EMI’s superior online sample and research panel industry knowledge and market research expertise can help.
For the past 20+ years, EMI has been identifying, vetting, developing, and managing a strong network of high-quality research panel sample partners. Each research panel we work with must pass our rigorous Partner Assessment Process, where we take a deep dive into exactly what value each research panel brings to the industry, and what types of studies they and their respondents are a best fit for. Only 30% of research panels who have been through our Partner Assessment Process have successfully passed and have been admitted into our network.
EMI - Your Research Panel Experts
EMI is one of the only transparent sample consultancies in the industry. It is because we do not have our own proprietary panel, which means we are not biased toward a specific panel asset. This makes EMI unique among research panel companies. For over two decades, we have been identifying and maintaining a strong network of research panel partners, as well as building custom research panel sample solutions for our clients and marketplace. Our vast network of high-quality research panels gives us access to a wide variety of profiling points across consumer, B2B, and healthcare, so you can better uncover the insights you need.
We like to think that we are protecting our clients through unbiased sample consulting and extending our honest advice in procuring online sample. We are doing what’s right for the research, business decisions, and panels.
Our Approach to Research Panel Selection
EMI has been the leader in online sample and strategic sample blending since our founding in 1999. We have been a sample consultancy since not only our inception, but since the infancy of online sample.
Over the years, we have developed a knowledge of the sample industry that is unrivaled when combined with our transparent sample blending approach. We have built this knowledge by not only working with panel partners throughout the industry but conducting research-on-research for more than a decade into the online sample industry to understand the differences between consumer panels and how they change over time.
This unparalleled industry knowledge is the driver to providing transparent sample consulting and advice to our clients that puts the emphasis on what is right for their research, and not what is right for any specific panel.
We start with our Partner Assessment Process. To join our research panel network, sample providers need to fill out our rigorous application. Through that, we learn about each panel’s unique assets and how a partnership with them will benefit not only EMI, but our other panels and their respondents. The questions touch on topics like the recruitment process, representativeness of sample, technology, sample management and quality, participation of panelists, respondent incentives, and service, along with other general panel statistics. We also review additional materials like panel books and ESOMAR questions.
We also put each of our panels through our research-on-research. This can include testing panels on their quality, respondent experience, and how they work with different device types. By putting them through research-on-research, it’s easier to compare their results to other panels and better understand their differences. This can be critical when it comes time to pick a panel for a specific study.
Building a network of research panels is hard and takes time. It is something we have been carefully building and maintaining for 20 years. Our network is the crucial first component in delivering valuable, transparent, actionable insights. The second is our industry-leading approach of strategically blending sample.
Strategic Sample Blending
Strategic sample blending takes traditional blending to the next level and is the best sample design to ensure confident business decisions. It is blending three or more sample providers, but the selection and blending of the selected providers is done in an intentional and controlled manner. Providers are selected to complement one another, while reducing the overall sample bias and any potential behavioral or attitudinal impacts a panel can have. This method ensures that sample blending isn’t done simply for blending’s sake. Utilizing our strategic methodology, we build customized blends that best meet clients’ needs while ensuring the best results possible.
Additionally, by strategically selecting providers and managing their allocation, you increase overall feasibility while avoiding “top-up” situations, and panel bias, both of which can skew your data.
Discover more about our approach here.
Network Capabilities
EMI actively manages its network of panel providers to make sure it is always up to date, current, and has the target audience that fits your project specifications. We offer access to a wide range of panels comprised of respondents from many different demographics that cover target areas such as: seems like it cut off
Consumer Capabilities
Our global network of consumer sample partners gives you access to one of the highest-quality pools of consumer respondents of varying demographic, socio-economic, geographical, behavioral, and psychographic characteristics that give us the ability to create custom strategic sample blends that best fit the target of your study, and provide high-quality, deep insights.
You can get more details on our consumer panel capabilities here.
B2B Capabilities
Our global network of B2B sample partners allows us to access one of the largest pools of B2B panelists of varying firmographics, locations, company sizes, responsibilities, and areas of expertise. Our network contains sources for different business segments that give us the ability to use the ideal source for your work.
You can get more details on our B2B panel capabilities here.
Healthcare Capabilities
Our global network of sample partners gives you access to one of the highest-quality pools of healthcare panelists, including physicians, specialists, patients, and other respondents in healthcare positions. Our network provides respondents of varying demographics, geography, organization size, area of expertise, responsibilities, and more.
You can get more details on our Healthcare panel capabilities here.
EMI’s unique combination of expertise, white-glove service, and reach allows us to be your one-stop sample provider — getting it done without compromise.
Maximize Your Panel Research ROI with the Right Provider
Panel research delivers longitudinal insights that single-point surveys simply cannot match. Whether you’re tracking brand performance, testing product concepts, or monitoring market shifts, the ability to measure change over time with the same respondents provides the depth needed for confident business decisions. However, the quality of these insights depends entirely on your panel provider selection.
The research is clear: panel bias exists, and it can dramatically skew your results. That’s why EMI’s unbiased approach matters. We don’t own panels, so our recommendations focus solely on what delivers the most accurate insights for your research objectives. Through Strategic Sample Blending, rigorous panel vetting, and comprehensive quality controls, we eliminate the guesswork from panel research and deliver reliable data that supports successful business outcomes.
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FAQs
What is an example of panel research in market research?
A consumer packaged goods company establishes a panel of 2,000 households to track brand awareness and purchase behavior over 18 months. The same consumers complete surveys every quarter, allowing researchers to measure how new product launches, advertising campaigns, or competitor actions affect brand consideration and market share over time.
What is the difference between panel research and ad-hoc market research surveys?
Panel research tracks the same consumers over multiple time periods to measure changes in brand preference, product usage, or purchase intent, while ad-hoc surveys capture market insights from different consumers at a single point in time. Panel research reveals market trends and consumer behavior changes that one-time surveys cannot detect.
What makes a good market research panel?
A quality market research panel includes consumers who accurately represent your target market, maintain consistent engagement over time, and provide honest feedback about brands and products. The panel should also have rigorous quality controls to prevent fraudulent responses and maintain data integrity for reliable market insights.