Episode 17: Developing Niche Panels

Stories of Market Research: The Insightrix Podcast
Episode 17: Developing Niche Panels
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We’re back – and this time, we’re talking niche panels!

Stories of Market Research: The Insightrix Podcast returns, and this time, we’re talking about how niche panels are developed.

Market research online communities, or online market research panels, represent an opportunity for researchers to access participants regardless of location or time, quickly and effectively, and usually at a lower cost that traditional ad hoc research.

Made up of individuals who participate in research projects via the internet, the research functions for these online panels can be as diverse as the individuals who make up their membership.

Niche panels are more specific than general market research panels. Sometimes, brands require information stemming from specific populations – like an age range, occupation or lifestyle – to ensure they get information from only that population segment with the unique knowledge base they are looking to tap into.

By gathering this targeted group of individuals into a niche panel, brands gain a dependable and relevant group they can access almost any time to gather information that’s more actionable and germane to their research problem.

In Episode 17 of our podcast series, we’re joined by Insightrix Creative Lead and Digital Strategist, Sharday Torgerson, and Research Associate, Julie Ellis, to explore how these niche panels are developed, how researchers recruit for them and how they are employed in market research.

For the discussion, we use a recently built panel (our young adult panel) as a model of how a niche panel is developed. We chat about how this niche young adult panel was envisioned, recruited for and talk about some of the research they’ve already participated in – and some in which they may be engaged in the future.

If you would like to know more about niche panels, or our young adult panel specifically, contact us. We’d love to explore how employing an online community may benefit your next research project.

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Episode Transcript

[EPISODE INTRODUCTION]

[DUNCAN] We all know how important it is to talk to the right people to get the right answers to your questions. But what if your target market or audience is small or hard to reach? Sure, brands know exactly how important it is to talk to their potential customers and get their feedback, but enlisting them as research participants can sometimes be hard to accomplish.

And, the more niche or specific your market, the more difficult and expensive recruiting and retaining potential participants can be. Besides recruitment, issues of location, timing, not to mention the unexpected world events like those we’ve seen lately, can all be barriers to researchers getting in front of the right people.

Market research online communities or online market research panels as they’re sometimes known, make these barriers less of a difficulty. In an online space, many of the drawbacks of traditional market research activities like focus groups can be overcome through technology. Some online research communities are huge, like our own SaskWatch Research Panel that’s over 18, 500 members strong. Or they can be smaller and made up of individuals from the specific target segment researchers wish to hear from, by using a niche panel. Researchers can select only the most appropriate individuals to participate in research, producing much more relevant data that is ultimately more useful. In these niche panels, a more focused group of participants can facilitate research that produces more actionable intelligence because the research is done with people have already bought into and are aware of the organization’s goals. And who demographically conform to the needs of the research.

Hi there, my name is Duncan McGregor, Marketing and Communications Coordinator at Insightrix Research in Saskatoon, Canada, and your podcast host.

In today’s episode we’ll be talking about how these niche online panels are developed, how researchers recruit for them, and how they’re employed to do market research. We’ll also talk about which types of companies and organizations use them, and what projects they might use them for.

As a model of a niche panel to use for our discussion in this episode, we’ll talk about the recently built Insightrix young adult panel, and we’ll talk to Research Associate, Julie Ellis, to learn how this niche panel was created, and how it’s recruitment was undertaken. We’ll also speak with Julie about some of the challenges she faced when developing the young adult panel, as well as some of the rewards she found as a researcher in having a hand in this development.

Then later in the episode, we’ll also be talking to Creative Lead and Digital Strategist Sharday Torgerson, about her role in developing the panel, how she and Julie employed it to create its own brand, what uses she sees the panel being put to, and how she sees other panels like the young adult panel being built and used in the future,

Relevant voices, actionable intelligence and co-creation and collaboration with research participants. All that and more in this episode of Stories of Market Research, the Insightrix podcast.

[OPENING THEME MUSIC]

[INTERVIEW SEGMENT]

[DUNCAN] First, I’ll be speaking with Insightrix Research Associate, Julie Ellis, about how the young adult panel was developed. How are you doing today Julie?

[JULIE] Good, thank you. How are you?

[DUNCAN] I’m doing very well. Thanks for coming onto the podcast. So, can you explain what a niche panel is and how they differ from a general online market research panel?

[JULIE] Sure, so, for niche panels we are really specifically targeting a group of people based on some demographic. So, for this particular panel we’re looking for our young adults aged 18-34, and we’ve got some fairly specific sort of criteria that we are looking for them to fill so we’re a little more targeted and a little bit more choosy about those we bring into the panel, and, and that’s just based on sort of the demographic that you’re after and the research that you have.

[DUNCAN] Maybe we could just jump right in to talking about this young adult panel. What was your role in the development of it?

[JULIE] My role is helping to sort of develop our, our screener and looking at you know the folks that we really wanted to target and using some sort of established scientific research to search out those people.

[DUNCAN] That sounds really cool. So, for something like that, as cool as it sounds, the recruitment and application process must require a lot of planning to make sure you get the right people on the panel. Can you explain why it’s important to target the right demographic from a research perspective?

[JULIE] Yup, I think that you know we really want to think about our clients and the research they want to do and the information that they’re looking for, and so it, it’s our job to really create an application process so that we can recruit those people that are going to give us that valuable and rich input and feedback on the different projects and problems that we present them with.

[DUNCAN] Cool. And can you describe how you developed the recruitment process?

[JULIE] Sure, so, I think as a team we came up with some criteria and some areas that were really, really important to us, so it’s for example, we are looking for very creative people, open-minded, forward thinking, really socially engaged, and also, it was also important for us to look for those that are really kind of our early adopters of technology, our social media users, our content creators, so we’re really looking for, for really high quality individuals to join our panel.

[DUNCAN] Why these specific traits in particular?

[JULIE] It was something that we came up with as a group, and we felt that those traits were really important to being able to gather that, the input and the feedback and to have those rich discussions and research activities that we were looking for to conduct for our clients .

[DUNCAN] Now getting those kinds of people all together must have been kind of tricky. Was this hard to do?

[JULIE] It was a little bit of a process. The application was fairly complex and involved, and we asked them all sorts of questions about personality and we tested their creativity and their critical thinking, sort of their ability to think outside of the box and come up with new ideas and so we threw it out there, and it was quite a process to sort through all of our applicants and really identify those with the qualities that we were looking for.

[DUNCAN] That sounds pretty intense. Was this recruitment process and the application process, did we develop that in-house, at Insightrix?

[JULIE] We did. Yeah, we came up with the application. We looked into, kind of, the established processes and research in the different areas of creativity and critical thinking and different ways to measure media consumption and social engagement, and we kind of wrapped that all up together into sort of an application form that we had our applicants fill out.

[DUNCAN] Cool. And where was that application. Like where…

[Julie] Sorry?

[DUNCAN] Like, how did you handle the application process? Where, what channels did you put that through?

[JULIE] So, we started off using our SaskWatch Research Panel, sent it out to all of our contacts within that certain age group that we were looking for – that sort of 18-34 group. And then, we also engaged social media. We put a social media call out to sort of reach those folks as well, and we had a really good mix of applications coming in from those sources.

[DUNCAN] Now, so if I was a researcher doing this for, well, I wanted to build my own niche panel – could we do that for other areas or groups of interest? Say, like if we wanted to build a panel of retirees or middle-aged people or any other demographic group?

[JULIE] Yeah, absolutely.

[DUNCAN] Oh, cool.

[JULIE] This is sort of a starter project and a proof of concept in sort of gathering together this particular young adult demographic, but I think with just a few, kind of, strategic tweaks to the application process, I mean this could be adapted to you know, a niche panel in, in any other demographic that, that you know you had a research need for.

[DUNCAN] Well, I imagine the data you get out of that would be pretty useful, right?

[JULIE] Yeah, you know, it’s been interesting. We really wanted to do something a little bit different here, rather than you know, our usual group a bunch of people together for, for some of our more, more traditional research methods. This co-creation is really at the heart of, of this panel, and so we engage our panelists in a much more kind of in-depth and, and personal way and the feedback and the output that we get from them was really reflective of that.

[DUNCAN] Now it’d be really useful I imagine. It would be really useful. As a researcher, what’s your favorite part of being involved in a project like this?

[JULIE] I think it’s been really fun to get to know the panelists because we do work with them on a much more kind of individual and personal level, and so it’s really fun to get to interact with them in that way, and the projects that we, that we, we put forth to the panel, they’re sort of very dynamic, and a lot of the times we find ourselves adjusting based on the input and the feedback that we get from the panelists, and so, it’s, it’s very engaging to be able to sort of react to what they’re giving us and guide them toward giving us the answers and the information that we want to pull out for our clients.

[DUNCAN] What challenges did you see when you were building it?

[JULIE] There’s some challenges related to kind of getting the, the panelists to understand the expectations that we have are a little bit different than traditional, sort of online surveys, or even some of our other panels we, we do require a fairly high level of engagement and it can be a challenge to find the right match for this type of a niche panel, someone that’s really going to commit and give you that, that work that we’re looking for, but I think that when we do find those people it’s, it’s very, very rewarding because the work that we’re getting out of the panel is just fantastic.

[DUNCAN] How are you managing retention then?

[JULIE] We offer some compensation.

[DUNCAN] OK.

[JULIE] So we have an honorarium available for our panelists that stick with us and regularly contribute, and if we find that we’re really engaging them quite a bit and we’re asking a lot, we will run, kind of, contests and draws for those that are really, really putting in the time to kind of keep everybody excited and with us and feeling like they’re contributing something that’s of value.

[DUNCAN] That’s super cool. Well, I really want to thank you for coming onto the podcast to explain the recruitment process and the application process that we designed for this. It was really fascinating. I really appreciate it.

[JULIE] Yeah, that’s my pleasure. Thank you.

[INTERSTITIAL MUSIC]

[INTERVIEW SEGMENT 2]

[DUNCAN] Up next, I’ll be speaking with Insightrix Creative Lead and Digital Strategist, Sharday Torgerson, about the organizations that use niche panels and how they use them.  Hi Sharday, welcome back to the podcast.

[SHARDAY] Hey, thanks for having me back.

[DUNCAN] Oh yeah, it’s great to have you on, this time to talk about niche panels. We already talked with Julie about what niche panels are, but I was hoping to speak with you about how they can be used for our clients. So, the million-dollar question, why niche panels? I mean, we’ve been designing custom panels using our panel software for years now for hard-to-reach segments and groups. Designing panels like small businesses panels, medium business panels, panels for specific demos like farmers or parents, or even branded panels for specific organizations. What reasons do you see clients having for using them?

[SHARDAY] Yeah, I mean, I, I think you almost nailed it there. Insightrix has been designing communities for, for more than a decade so we’ve been involved in developing panels around, you know hard to find segments just as you mentioned, things like our folks with small and medium based businesses, or you know, farmers in the prairies of Canada. We have been able to dedicate research teams and effort to, to create these niche communities around, you know, these segments that our clients might find of interest. So, you know these, a lot of these niche panels end up having perhaps a smaller but more dedicated sample available for you know, qualitative projects that clients might find interesting.

[DUNCAN] That’s really cool. We already talked to Julie a bit about niche panels that Insightrix has developed. Our young adult panel is one I’d like to use as an example of what a niche panel is and what it can do. Can you tell us a little bit about how you brought this panel together and what your role was in that?

[SHARDAY] Yeah, I think the young adult panels is a really good example of pulling together you know, a niche sample or a hard-to-reach segment that our clients might be interested in. You know, that age range between 18 to 34 is often fascinating to most of the clients that we work with – just due to the fact that they are involved in many life cycle stages, right? Some are parents. Some are, you know, major decision makers – but in all reality, that age group is starting to become you know a large interest in terms of research. So, we figured it was a good opportunity to be working with some of these individuals perhaps on a more on a more micro-research scale. So, looking at perhaps a community for co-creation, the opportunity for our clients to get feedback or more in-depth insights on these young adults and how they relate to brands today.

[DUNCAN] You know, I was going to actually ask you about that. What have they been exactly doing through that? Are they developing a brand through co-creation and ideation?

[SHARDAY] Yeah, so I mean there’s quite a few projects on the go with this type of panel. What’s really cool is that again, you know, being a market research firm that actually has proprietary panel software, you know, we’re able to spin these off in, in a way where we can kind of co-create brands with the actual community itself. So, for example, you know we had recently developed this young adult panel and we thought hey, you know these young adults know exactly you know what type of brand they want to be involved with especially from a community perspective, so why not throw you know this potential project at them to be involved with. So myself and my colleague Julie had come up with a research project together, you know focusing on the level of co-ideation or co-creation as you, as you would where we essentially got these, these folks to help build a brand alongside a few researchers in a stage-by-stage process.

[DUNCAN] That’s really incredible – and more than a little useful. How’d you get them to do that?

[SHARDAY] Yeah, it was quite the thing actually – obviously, by recruiting some outside of the box thinkers if you will. So, you know, before we even jumped into the project one thing that we wanted to recognize is we really needed to find individuals that had, you know, certain characteristics that went beyond, you know, standard profile trades-like income or level of decision making you know we were really looking for folks that were, you know, on the on the edge of you know critical thinking or were interested in maybe adoption of text so there, there was quite a few things that we were interested in. I’m sure Julie definitely touched on it but they themselves I think are real example or rather motivation to get some of these research projects done. So, we may so, for example this branding project that we’re working on we may throw a qualitative or stage at them rather, get them to do a series of events and then we actually end up with an outcome in terms of the research and then we might push that forward. So, I mean there’s quite a few ways we could do this then. I, I by no means I’m a researcher so definitely came at it from a marketer perspective but in my experience in that live branding project you know you can work with a really small group of individuals but the insights that you gather are, are powerful and quick which I think is very important today.

[DUNCAN] And the brand building itself, it was done through like activities and exercises, is that correct?

[SHARDAY] Yeah, so it’s a bit of a stage or a cycle through a project so we had decided to attempt to do a full brand development in 30 days.

[DUNCAN] Cool.

[SHARDAY] So the, I guess the social exercise, if you will, was to see if we could work with a group of young individuals using this community and then see if we can come out with a brand developed by those 30 days. You know research. As research goes, there’s a little bit of tweaking throughout. So, we ended up taking just a, you know, and a week extra there where I think made it up in a 40-day cycle. But from start to finish, we were able to come up with everything from the attributes to the values to the mission statement – which actually led us into asset building, like logo development or slogans or etc. right? So, it was really cool to work with the same individuals through multiple research phases – again, highly, highly motivated on the qualitative side. And then, we would look at some quantitative measures just to, you know, maybe do a voting process or, or something like that. So, while it seems complex, it was really cool. It felt as if you’re working with a, almost like a pocket version focus group or a mini-team that you can kind of tap into at any point when you have a research question. So, that live brand-building project was a bit of an example where you know we could go in every couple of days: pose the research questions, move that phase forward and get some really neat outcomes each week to build on that live branding project.

[DUNCAN] So participants are actually co-creating the brand itself?

[SHARDAY] Totally.

[DUNCAN] So, I’m sorry, but just being the targeted demographic for the brand, for that brand, I imagine it’s pretty beneficial right?

[SHARDAY] It was cool actually. You know at one point I think Julie and I took a backseat, and let, yeah and let these folks kind of build, the brand themselves. So, if anything, we were collaborating with them. They took a real ownership on this, and I think that really led us to the whole application process that we put together in terms of who we get right off the get go. We knew right away the type of people that we were looking for. You know, obviously we didn’t fit anyone into a box, but we were really searching for perhaps the folks that you know are little bit more on the influencer side of things. So, to be able to work with a small, engaged community like our young adult panel, that live brand building project, while it was very much an exercise of nature, it really proved to us that the power of these niche communities.

[DUNCAN] Yeah, I can see that. Now, now that they’ve got their brand built for the young adult panel using their actual input, how’s a brand like that different than, say, to brand that comes out of a board room or a marketing office?

[SHARDAY] Yeah, that’s a really neat question actually. I think this project too really exposed how, actually, how important marketers and those board members are in the room. So, I’ll give you a bit of an example: We definitely created an interesting research approach for these folks to kind of walk through, and at then a certain point in time, the community was working together quite vibrantly and they were actually in the middle of choosing a name for this product and you know in, in their work together. It really did at one point expose the nature of the need for sometimes having a professional involved. So, what was really cool is Insightrix got  myself involved, the Digital Strategist – a millennial – and I was able to actually able to actually come in and really help guide these folks in a way where, again, I become both a researcher as well as a participant in this action. So, while we were choosing names and they started to maybe steer away from perhaps what the brand was really about, I as both the marketer and as a researcher but also as a participant, was able to kind of come in at it from the perspective of where we’re,  I’m again guiding them in a way where we’re, we’re getting the, I guess not necessarily the results that we’re looking for but we’re getting the co-creation that we’re looking for. So, we’re doing the right kind of probing and we’re really focusing on what are those insights that they’re digging into because I think that’s what makes these communities unique is that you can, kind of, you can ask them more than one question. That initial question can be built upon. So, while we were picking these names, we could tell, hey it’s time for the marketer to come in and maybe probe a little further just to get them back on track. And we ended up changing the name completely. They ended up changing the name completely just based off of a few probing questions. So, what was really, yeah, so what was really neat, is again these folks came up with some of the best co-created assets I think we could have ever seen at the same time. I think as a research firm, we really valued coming in, probing further and then really, really getting those deep insights.

[DUNCAN] So, it’s almost like having a niche panel gives you almost unlimited creativity but also the ability to control that to some degree.

[SHARDAY] Absolutely. Yeah, it’s an environment that you can control still to some extent, which is really fun, right? So, you can pose these questions to these folks, get some really great answers and take that to your team – take that to the table. It can go as far as you want it to or you mean, I mean you can actually probe further. So, the process in of itself is quite unique in terms of research but I think that’s what also makes the research in of itself very valuable.

[DUNCAN] Now, time’s always a really important thing. How long was the process from end to end?

[SHARDAY] Yeah, so again mentioning that which really tried hard to get this down to maybe 30 days. So, we built this out to a four-stage process with each stage kind of being about five to seven days long. We had a bit of a bump in the road in terms of again that whole idea about approaching it from a how do we probe a little bit further to guide the collaboration in a way where the research is on task if you will. But we ended up, from start to finish, developing the full product brand in 45 days.

[DUNCAN] That’s not bad. How’s that compared to a usual brand build – just coming out of a marketing office?

[SHARDAY] I mean, let’s be honest, you know some of us have worked up projects for multi years. Sometimes brand phasing can take up to, up to two in that regard. So, I think even recognizing you know 45 days vs. a full-blown brand project done in any facet it is quite, quite interesting. Now, that’s not to say that a full brand project isn’t sometimes what these products need but. What I think is really cool about what we did is, it really shows a different perspective and how maybe we can take these larger brand projects and get feedback from folks or get co-collaboration or maybe they can start the train rolling and then your team can pretty much pick you know where this community left often and move it forward. So, to be able to say we built a brand in 45 days – I think it’s pretty cool.

[DUNCAN] Well, it’s cool too because you almost get instant validation for any of your ideas. You got them – these, the targeted group right there on tap to just ask at any time. So, I imagine that saves a lot of time.

[SHARDAY] Yeah, I think what was really neat about this research approach too is between Julie and I, as the research started to unfold, we were getting together and not necessarily tweaking the research as we went, but we saw the research involved. So, therefore, we were making sure we were guiding and probing the way that it needed to be. So, the way that research kind of lives in these communities is really neat. It’s not static; it’s very active and, to your point, you can kind of go in each day with a new set of questions or a new idea and in the next few hours or within that day, you’re most likely going to get some results that you could perhaps push that project that you’re working on forward – be it ad testing or, again, this live branding.

[DUNCAN] How useful. Now…

[SHARDAY] Yeah.

[DUNCAN] How do you expect to see the panel employed moving forward, like what kind of projects do you see organizations using the young adult panel for in the future?

[SHARDAY] Yeah, I think that’s a great question. This young adult panel is an example of many panels that we could definitely spin off using our proprietary software. But you know, something that you can use a, this young adult panel in particular, things like developing creative, right? So, just as mentioned, you might have a series of creative that is going on. All your social media channels, your YouTube etc., and you might want to tap into both a brand lift or if just a feedback session on this creative. So, you could use the panel for something like that. Or, for example, I’m actually developing a three-part questionnaire for our young adult panel on journey mapping – well, rather a UX test for an application, a proprietary application. So, meanwhile, we can almost be a client as well. So, Insightrix can go to a young adult panel, pose a series of questions, run them through a UX test or questionnaire, if you will, using other software like our heat maps or text analysis tools. And then, we get this information back and we can kind of continue to apply that maybe to other research methods, as well. So, you know, we’re also using this tool or our community if you will – even in our own internal research approaches as well. So, I think what’s quite neat is not only are we benefiting spinning these panels off so that our clients can utilize them, but we’re very much benefiting and using these panels as a business too.

[DUNCAN] And how cool is that, right? Now speaking about other general panels in general, right?

[SHARDAY] Yup.

[DUNCAN] You do, like you were saying, we do all kinds of niche panels on pretty much any demo you can think of. What other kind of niche panels do you regularly see built and what projects do you see them doing?

[SHARDAY] Yeah, cool, cool question. I think what is interesting about, I guess, having a proprietary software is – to your point – that we can be looking at these hard-to-reach segments and, and it could be say a long-term panel approach where we might again branch the, the panel, we might involve a larger sample set that maybe say our young adult panel where our young adult panel has about 15 to 20 individuals any given time. You know, we could spin it off into 200 to 400 individuals, and then you may have something around a farmer panel where we’re looking at, say, soy, soybean farmers in northern Saskatchewan, Canada, where we’re interested in maybe developing projects around the types of agriculture products that they use. So, there is really cool examples of these hard-to-find segments where I’ve seen we have spin-off panels in the past. And yeah, it’s something that we’re, we’ve been, like I said, involved in for quite a few years. And to my last point, there is that we actually have the software in-house, so it’s really a matter of looking sometimes at the segments or the norms that we have and if you have an area of interest, we can recruit to that and develop this panel quite quickly. So, I mean, it’s really one of those things where if a client has an interest in a certain segment we could definitely work with them in effort to target these specific individuals and then create an engaged panel with committed research participants.

[DUNCAN] We’ve done them in the past for specific organizations too, say as a way to maintain employee engagement, that kind of thing. I imagine something like that would be pretty useful in a time like right now.

[SHARDAY] Actually…

[DUNCAN] With the current – we have a pandemic situation – staying in touch with your employees and the people in your organization would be pretty important.

[SHARDAY] I, I couldn’t agree more – really great point. If anything, I had a bit of an aha moment the other day in working with this young adult panel, and it was this whole idea where even as a market research firm, we are seeing the rapid change in the industry due to COVID-19 and the pandemic. But what is really cool about the panel specifically, is I have felt no tweak to the approach of the research. In fact, I feel this panel has allowed me to continue to do the research as a marketer that I have needed to do. In fact, it’s even, it’s heightened my support, or rather, the need for this panel as a marketer because now I appreciate having a bit of an opportunity to have micro-moment research approaches with these folks. So, even with everything going on, I really, truly recognize that having a panel, a small community of folks that I can tap into with what’s going on is priceless – was invaluable. So, I think again this can be done with other, other folks or other businesses and organizations, to your point Duncan, the whole aspect of customer engagement. So, keeping, keeping in touch with your customers is really important right now – more than ever, especially if you’re in B2C. You know, employee engagement is another approach that I think is becoming more important than ever before. Recognizing that having these areas for these folks to be able to, I guess, speak up or have opinions or answer to questions I think is really important.

[DUNCAN] Yeah, it’s almost like it – what’s, what’s the best way to say it – a safety net. You have it built. It’s there; it’s ready, and like you’re saying, the research will continue regardless of what’s going on.

[SHARDAY] The research will continue regardless what’s going on. And if anything, we appreciate that we’re looking for more ways to optimize how we do research.

[DUNCAN] Yeah.

[SHARDAY] And I think that, you know, communities have always been on the forefront or one of the best practices in terms of developing research. We’re designing research for online approaches.

[DUNCAN] Now, as a marketer myself, I talk about panels and I start drooling about the potential. So, it must have been a lot of fun to be part of actually building one of them from the ground up. What were some of your favorite parts of the process?

[SHARDAY] Yeah, it was. It was really fun actually – thanks for asking. I think, being a part of the whole approach has been rewarding. Again, to your point, as being a marketer and being able to tap into this but also being in that same age range of the people that we’re recruiting has been invaluable because I see the business or the industry taking on co-collaborating with this group of people and I think that’s really neat in of itself. Because I think a lot of the misconception time, sometimes around research or quantitative research, is that we’re just trying to constantly collect information in an effort to push it forward. But I think is what really unique about this approach, especially from a marketing perspective, is we have a group of people that we can tap into at any time, and we can ask certain questions in effort to get results. But we’re asking them – we’re not asking of them. We’re not looking at Stats Canada and trying to come up with these standard profile traits going out and doing certain types of surveys in effort to get the quantitative results. I think what’s truly unique about this approach, is that we’re asking not a standard set of people. We’re asking people their opinion, and I think that really organically goes back to what market research is about.

[DUNCAN] Yeah.

[SHARDAY] So, I think that’s cool and I appreciate that as both a millennial, as well as a marketer. But I look forward to the few projects that we actually have upcoming with these folks. And yeah, it’s just seeing all the value come out of the way that we’re kind of working in these qualitative approaches with them.

[Duncan] That’s really awesome. That sounds like it’s super rewarding to work on. Really look forward to hearing more about it in the future. And I’d like to thank you for coming on the podcast again! It was great to have you on talk about niche panels like this. Thanks for coming on.

[SHARDAY] Yup, thanks for having me.

[DUNCAN] Awesome.

[INTERSTITIAL MUSIC]

[DUNCAN] And there you have it. I’d like to thank our guests for the episode, Julie Ellis and Sharday Torgerson, for coming on to discuss niche panels and the work they’ve done in developing the Insightrix young adult panel. Hearing how these custom online panels are developed was super interesting and more than a little informative. If you have any questions about Insightrix online panels and how they could benefit your organization, contact us. You can reach us at info@insightrix.com.

And of course, I’d like to thank you, our amazing fans. If you have any questions about this episode or if you have any ideas for upcoming episodes, why not send us an email? You can reach us at podcast@insightrix.com.

And did you know that Stories of Market Research is available on Spotify, Apple Podcast, Stitcher and pretty much all other podcast platforms, as well as You Tube? Go check us out and when you do, why not leave us a comment and a positive review. It will help us get the podcast in front of more people like yourself, awesome folks with an interest in market research.

Thanks again for listening. We’ll be back again in another couple weeks with another episode of Stories of Market Research: The Insightrix Podcast.

[END THEME MUSIC]