March 20th, 2023, Andrew Farmer
Online surveys have become an increasingly popular tool for gathering insights and making strategic decisions. However, not all online surveys are created equally. Issues with representativeness and sample size can result in inaccurate data, which can in turn impact the quality of the insights that businesses rely on to make informed decisions.
That's where online panel surveys come in.
Panel-powered online surveys, leveraging online panel research, offer a pre-screened, representative sample of participants. This approach significantly enhances the accuracy and reliability of survey data, providing dependable insights for informed decision-making. We’ll delve into the main benefits using these surveys, highlighting how they empower businesses to target their audience more effectively and make strategic choices with confidence.
In this article we’ll explore:
What is a panel?
A panel is a group of pre-recruited individuals who have agreed to take part in market and online marketing research studies on an ongoing basis. This means that researchers can access a pre-screened, representative sample of people who are ready and willing to participate in surveys. Panel members are often selected based on demographic characteristics such as age, gender, income, and education to ensure that the sample is not only diverse but representative of the population. This is often referred to as Nationally Representative / Nat Rep or General Population / Gen Pop.
YouGov has more than 27 million registered panel members in over 49 markets across the world.
What are the advantages of online panel surveys?
1. Speed
One of the most significant benefits of online panel surveys is their speed. Researchers gain immediate access to a pool of ready participants, bypassing the time-consuming process of individual recruitment. This is particularly crucial for time-sensitive research topics, where quick data collection can make a substantial difference.
With YouGov’s new self-serve survey platform, brands can create targeted surveys in just a few minutes, with options for results in as little as one hour
2. Accuracy
A well-maintained panel guarantees the accuracy of survey results. Regular validation of panelists’ profiles ensures that the data collected is truly reflective of the targeted demographic or the general population, enhancing the reliability of the research findings.
With any survey, designing questionnaires that avoid leading questions or acquiescence bias is also critical to ensuring accurate findings. For serviced surveys and custom research projects, YouGov’s team of expert researchers help to design the research to ensure objectivity and methodological rigor.
3. Cost-effectiveness
Online panel surveys streamline the research process, making them more cost-effective than traditional methods. The pre-recruited nature of panels reduces the need for extensive sampling efforts, allowing for more efficient use of research budgets.
With YouGov Surveys: Self-Serve, you can get an instant estimate of the cost of your survey. Short surveys representative of the general population can cost as little as $1 per survey complete.
4. Connected data
The depth of information available about panelists allows for highly targeted research. Researchers can tap into a rich database of participant profiles, enabling them to tailor surveys to specific segments or interest groups. This precision is invaluable when pinpointing your target audience – no matter how niche - or exploring detailed consumer behaviors and preferences. Whether you want to speak to dog owners or people who don’t trust online advertising, it can be done at the click of a button!
Connected data also allows researchers to plug in other zero-party data sources – such as Streaming Video On Demand (SVOD) viewership or banking data – and give both an up-close and overarching view of them.
5. Tracking and Re-contact data
The ability to re-contact panelists for follow-up studies or longitudinal research is a unique advantage of online panel surveys. Researchers can go back to the same people time and again and see if and how their views and behaviors change over time. This is particularly valuable in assessing the impact of market trends or business initiatives.
How to get started with online research surveys
In today's fast-paced business environment, gathering reliable data and making informed decisions is critical to success. Online panel surveys can provide businesses with the insights they need to stay ahead of the curve. Accessing a pre-screened, representative sample through online panel surveys ensures that businesses can acquire insights that are both accurate and actionable, making it easier to to find and engage their target audience.
Online panel surveys offer a number of benefits such as enhanced speed, accuracy, and cost-effectiveness, facilitating easier and more informed decision-making processes. These advantages are particularly valuable in optimizing marketing strategies and identifying new areas for growth.
For businesses aiming to leverage these benefits and drive growth, online panel surveys serve as a powerful tool for success. With their many advantages and benefits, panel-powered online surveys can provide the insights you need to make informed decisions and elevate business strategies.
How does YouGov’s panel work for online surveys?
YouGov’s proprietary panel of over 27 million registered members is recognised for its accuracy, committed to carrying out reliable and representative data collection that you can trust. The Pew Research Center concluded that YouGov “consistently outperforms competitors on accuracy” in ‘Vendor Choice Matters’.
Our high re-contact rates outstrip our competitors and allow us to create genuinely connected data at scale, to build on your research.
YouGov offers several options for conducting online surveys, catering to various research needs:
- Self-serve survey building platform: allowing for rapid survey creation and deployment, ideal for gathering quick insights.
- Working with a YouGov Researcher to design and send a rapid survey. : For more nuanced and customized survey needs, working directly with YouGov’s experts ensures methodological rigor and tailored research design.
- Bespoke custom research: for comprehensive projects, YouGov’s Custom Research offers in-depth analysis and large-scale survey capabilities.