By Dean Burnett, Senior Director, Global Panel Operations
The increasing availability of high-quality, on-demand audiences has completely changed the nature of market research fieldwork. Panels make it easier than ever before to reach highly qualified survey respondents. Gone are the days when teams spent endless amounts of time recruiting research participants, budgeting months to get projects done and sending researchers into the field armed with surveys and clipboards. Instead, market research agencies and brands can quickly and affordably source the respondents that they need and focus on research designs and analysis that yield high-quality data results. Here’s a closer look at some of the key ways that panel technology is changing market research fieldwork.