The Importance of Diversity in Panel ResearchThe effectiveness of panel research is rooted in the diverse responses you get from your participants. The data collected from a diverse panel delivers a great variety of opinions and valuable information. Maximizing the diversity of your panel, while remaining within your target market, can bring great depth to your research and improve the quality of the data you collect.
A variety of occupations can provide great diversity in your market research. People in different occupations will have a variety of consumer habits for example; their needs could differ depending on their working week, commuting habits and job requirements. A variety of occupations will provide you with a variety of income levels and spending habits as a result of this. If you are focusing on one particular occupation in your research, consider a variety of industries if possible or management levels.
Including people for a mixture of backgrounds, be it from different cities or towns or different countries entirely, people from varying backgrounds will provide richer data in the form of differing opinions based on their life experiences and upbringings.
If you are recruiting college students for example, consider including a mixture of small colleges and large universities, fee-paying schools and community colleges.
A panel made up of a variety of ages also adds diversity to your research. The generational differences will provide different opinions and preferences. Different age groups will come from varying cultures such as generations of immigration, early-school leavers or generations with high college progression.
The more variety you have within your panel research the greater the diversity of the information you get back. With good questionnaire design you can still work within your target market but the diversity of your respondents will add great depth to your research.
Diveristy in panels is just one factor which can improve your consumer panel research. Download our free white paper for some help on how to get the most from your panel research.
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