Getting the most benefit from your online panel

If you're only using your online consumer community to evaluate your best ideas, you're way under-utilizing that resource.

There are two types of research:  evaluative (where you find out how many people like each idea the best or agree with a statement) and generative.  Generative research is the kind that points out opportunities for a brand to increase its relevance and to grow its revenue.

Social networks or panels of consumers are a great way to do generative research!

Here are three ideas for using your panel more effectively:

1. See their usage experience first hand.  Ask consumers to make their own TV show (cooking, cleaning, putting together an outfit, whatever is relevant to your brand), showing you where they are and how they work with your product.
2. See what the consumer considers as your competitive set.  Ask your consumers to upload a photo of all of the things they could have reached for in a given situation.  And then ask them to write about each potential choice:  what works, what doesn't.
3. Get at brand perceptions.  Give consumers a set of images to pick from.  Ask them to pick the image that most makes them feel the way they feel about your brand.  Then ask them to give you three adjectives that describe that picture.

For a download of 51 ideas for how to use your panel more effectively, email us at: kallison@energyinfuser.com.