GfK Custom Panels for Clients
In addition to our GfK Global Panel we have 2 million plus panelists, in proprietary panels, built for our clients. These range from a host of media panels for television, online, radio, and print media clients to large scale panels for video and music testing through longitudinal panels measuring detailed purchasing behavior and healthcare panels tracking illnesses.
A GfK Proprietary Panel is a turnkey solution for building client branded or unbranded Online panels. Conceptually, when a client buys a GfK Proprietary Panel they are purchasing a market intelligence system. Once the system is created, it can be used as much as they like to gather market intelligence, from the recruited panel, within the guidelines of quality market research and the ethics of our profession. Usually included in the price is the registration of a suitable domain, programming of a small web site that acts as a focus for panel activities, execution of a qualifying registration questionnaire against all prospective panel members, and the execution of follow-up surveys among the panel.
Follow-up surveys can be run as frequently as is appropriate to meet the survey objectives. The disposition of every attempted contact with every panel member is captured in addition to all answers to all surveys, regardless of when the survey is completed. Thus, every answer we capture from every respondent can be cross tabulated against any other answer ever received from that respondent, regardless of the specific survey in which that piece of information was captured. We continually learn more about every respondent, and any of the knowledge we capture can be used for sampling in future surveys.
The research objective for a GfK Proprietary Panel is to regularly engage members of the custom panel in a process that reveals the views and preferences of panel members on a variety of subjects that help further the ambitions of our clients.