Definition of Research Panels
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The definition of research panels
Panels (of members or of customers) are email lists of people who have agreed to serve; they agree to provide information about their preferences and opinions in exchange for the organization's promise to listen. It offers a more powerful voice for members or customers without imposing an undue burden on their time.
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The invitation would be to
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serve on a panel for one year
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as a panel member, to respond to a 5-minute, email survey once every month or two.
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perhaps recommend someone as an addition to the panel
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The organization promises not to market to, or sell the list
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The organization promises to use the information to direct internal decision making about policies, plans, and programs.
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Membership Panels
Panels can be defined to reflect the different segments among members. Having a clear mechanism for members to contribute to the governance of the organization not only provides valuable guidance to the Board and Executive Director, it also gives membership a whole new meaning. Rather than simply paying a fee for a set of services, it gives the member a role to play in the development of the organization. Here are some samples of how you might define member panels:
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Define separate panels for different age groups within your membership base.
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You may want to listen separately to the different voices of twentysomethings vs. fiftysomethings.
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Define separate panels for different ways in which members might behave.
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A service organization may have members who support the organization financially vs. those who actively volunteer in its operation.
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An art league might distinguish between art producers and art consumers, or between casual artists and artists who rely on their work for significant income.
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An architectural heritage foundation might distinguish between developers vs. architects vs. property owners. Each of them represents a unique political force within the organizaiton.
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Customer Panels
Panels can be defined to reflect the different market segments to which you offer services or programs. This provides a way to test out program alternatives as well as a way to get more reliable data on the attractiveness of program offerings. Here are some samples of how you might define customer panels:
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Define separate customer interest groups
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A counseling agency might distinguish between families or couples vs. individuals or teens.
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A community service organization might distinguish between those interested in classical art entertainment vs. those looking for more participatory activities.
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Define separate geographical customer groups
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A community group might distinguish between customers close in vs. those a greater distance away. They might be interested in different programs, or offered at different times of the day.
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Define different tenure groups among customers
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Customers who have been loyal for many years may have a distinct voice, compared to customers who joined your ranks ony this year. Retaining established customers may require listening to concern different from newer customers.
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Keep your panel definitions decision based
Whatever group you are surveying, and whatever distinctions you make, make sure they relate directly to decisions you're facing.
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If your primary concern is new program development, then define your panels according to the different potential attendees.
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If your primary concern is policy development, then use panels to tap into the different political perspectives in your membership.
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If your primary concern is long-term planning, then use panels to tap into future market segments that you might be hoping to attract.
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Remember that defining a panel is no more burdensome than finding a random sample for a traditional customer survey, except you get to keep them around longer.
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