PanelClix Panel Book 2010

Online-Felduntersuchung > Expertise in Online-Felduntersuchung > PanelClix Panel Book 2010

Contents


Introduction


PanelClix has been managing and building an international panel since 1999. We combine our extensive experience in the field of online market research with advanced technologies to conduct online field surveys for a large number of market research bureaus and agencies.

We will continue to invest in evolving and further developing our Online-Panels in the Netherlands, Germany, Belgium and France. We differ from other panels in the fact that we prefer to invest in capacious panels in fewer countries rather than having many tiny panels in several countries.

PanelClix is a member of the Marktonderzoekassociatie (MOA) in The Netherlands and Esomar, the European umbrella organisation of market research agencies. PanelClix complies with all the rules of conduct, such as those drawn up by Esomar. PanelClix also follows the rules of conduct formulated by the MOA, the Vereniging voor Statistiek en Onderzoek (VSO) and the Vereniging voor Beleidsonderzoek (VBO).

On the 10th of March 2009 the International Organization for Standardization (ISO) handed out the quality mark ISO-26362 to PanelClix. ISO describes to which norms a panel for market-, opinion- and social-scientific research has to answer. Research that is distributed by PanelClix will always be gratified by this quality mark.

In this document we shall outline the history and foundation of our panel in the Netherlands, Germany, Belgium and France. We will provide you with information regarding our policies and procedures, specialty panels, panel demographics and expertise.

1 - Our panel


The quality of our panel can make or break the quality of the market research.

We have been busy building the largest, most diverse Online-Panel for years now. Our respondents follow a double opt-in procedure whenever they sign up. We then strengthen the budding relationship with these new members via a clever retention programme, based on attention, trust and honesty. PanelClix holds the biggest active panel in the Netherlands with more than 240.000 active members for online market research and is about to build the biggest panel in Germany with more than 120.000 active panel members, in Flanders with more than 7.000 members, Wallonia with more than 6.000 members and France with more than 28.000 members (count: 08 January 2010). In view of the panel’s scope, combined with the extended member profiles, we are able to generate every favored sample.

We offer our members the opportunity to provide their profile details, which will only be used to target members which can be invited for market research projects. By giving these details and keeping their profile up to date, members indicate they are willing to participate in your market research.

1.1 Recruiting new members

Members are recruited via text links, banners, email campaigns, mouth-to-mouth advertising, editorials and an extensive partner network. We have been applying multi-sourcing selection to recruit new members since the very start.

Diversity is vitally important in the composition of a panel. Special recruitment campaigns are developed for pensioners and foreigners. Structural cooperation with reputable web partners, comprehensively tested banner promotions and simple registration procedures are factors for success and ensure a continuous influx of new high quality members.

Every new member consciously and unequivocally chooses to participate in the online market research. PanelClix was one of the first companies to introduce a double opt-in registration process. This means that every new member that registers via the website must also react positively to the email they are sent. In addition, the members once again confirm that they really want to participate in your market research by giving their details and keeping their profile up to date.

PanelClix can approach the smallest of target groups, no matter how complex your research. Furthermore, it is possible to make each sample fully representative of both the online and the offline population.

1.2 Quality of the base

The quality of the panel makes or breaks the quality of the fieldwork completed. The commitment of the panel members is a central factor. Did you know that we personally congratulate our members on their birthdays and they receive our best wishes and personal attentions on Valentine’s day and holidays? The relationship that we have with our members is central to what we do. It is also interesting to know that only a very small percentage of our members end their membership within the first 6 months. Our panel is our most important asset. That is why, over the years, we have developed an extensive management programme to keep members involved. Here are a few of the components of this programme:

Keeping the members profiles up-to-date on a periodical basis. Daily and monthly deletion of inactive members, bounced email addresses and people who indicate they wish to stop, ensures that only the most committed members are invited to participate in market research. Periodical removal of members who have filled in “suspicious” questionnaires on two occasions, who will then no longer be invited. Continuous monitoring of the commitment of individual members. Optimal rewards (not too high) for members that participate in research projects. Internal anti-fraud procedures and check points to screen the integrity of new members.

The trust between PanelClix and its members is completely based on the fact that the members know that we protect their privacy. We do not supply a single piece of personal information to third parties. Data can only be collected in a fully anonymous way. That is why PanelClix goes as far as using two completely physically separated infrastructures: one for the data collection for market research and one for panel management, where the kontakt details of the panel members and the profile provided is stored. The physical separation of the systems ensures our members’ privacy is fully protected and that confidential market research data is not used for other purposes than those they were collected for.

1.3 Quality of individual respondents

The reliability of the respondents filling in the questionnaires is essential to the quality of online data collection. Usually, respondents who fill in lists without giving the questions proper consideration, do this on a structural basis. PanelClix has developed a programme to structurally and continually determine the quality of respondents.

The Survey Validator can determine the quality objectively, using an analysis of the answers given by respondents, based on three factors:

  • Speed. This is based on a comparison of how fast the questionnaire is filled in by the respondent and the average speed of all the respondents.
  • Length of answers to open questions. This is based on a comparison of the length of open answers to open questions given by the respondents compared to the average length of open answers given by all the respondents.
  • Fixed patterns of responses. This consists of two parts: the percentage of grids (grouped questions) with the same answers and the percentage of questions in grids with identical answers compared to the number of questions in all grids.

PanelClix uses the reliability index on respondent level to place respondents who have given an unreliable response on a grey list. All respondents with an index which falls into the lowest 3%, are automatically ‘grey-listed’. If a respondent has been placed on the grey list twice in one year, the respondent is placed on the black list. This respondent will no longer be invited for online questionnaires by PanelClix. These are so-called ‘fraudulent respondents’.

1.4 Profile individual respondents

PanelClix is one of the few panel administrators who continuously monitor the quality of the questionnaires filled in by respondents. PanelClix also maps what type of person a respondent is. The following profile characteristics are collected:

  • Types of surveys joined over the last 12 months
  • Number of surveys in the last week
  • Number of surveys in the last month
  • Date of last survey joined
  • Motivation to become a member
  • Number of memberships of other panels

Based on these details, PanelClix can exclude professional respondents or compile samples in which the different types of respondents are represented.

1.5 Quality of the organisation

PanelClix is a member of the Marktonderzoekassociatie (MOA) in The Netherlands. At the same time PanelClix complies with all the rules of conduct such as those set up by Esomar, the European umbrella organization for market research companies. Since March 2009 we also obtained the quality mark ISO-26362 as one of the first research companies in the world.

PanelClix represents the Netherlands in an international discussion board, on request of the MOA, in order to formulate guidelines and standards for online data collection procedures worldwide.

1.6 Representativeness of the sample

At PanelClix we collect a large number of details from our members and the members keep these details up-to-date on their own initiative. This ensures that PanelClix can compile very specific samples. Few respondents drop out, because the response and participation of the members is constantly ensured.

PanelClix can always compile fully representative samples based on the large amount of members. Complex stratified samples with internal divisions are also possible.

The compilation of the total PanelClix base is not important. It is more important that PanelClix ensures each sample, no matter how small the target group, can be compiled in such a way that it is completely representative for both the online and the offline population.

2 - Specialty panels


PanelClix has set up the following specialty panels in each of the different countries. Based on these details, PanelClix can invite a specific type of respondent to your survey. This means less respondents are screened out, which can save you a lot of money. The fieldwork also takes less time. Besides this, we can use the details to estimate whether the desired number of respondents can be realized.

Business panel

The PanelClix business panel consists of members who have indicated that they would like to be invited for online surveys on business subjects.

These members have entered the following details:

  • Active or non-active in the labor market
  • Number of employees in the company
  • Profession
  • Job description
  • Decision making authority reg. purchasing
  • Sector
  • Yearly income

Medical panel

The PanelClix medical panel consists of members who have indicated that they would like to be invited for online surveys on medical subjects.

These members have entered details about their own health and the health of their family. The following details are known:

  • General health
  • Exercises yes/no
  • Wears glasses/wears kontakts/had laser treatment on eyes
  • Use of pain killers
  • Use of medication
  • Use of other products
  • Health problems
  • Health problems of other family members

Automotive & mobility panel

The PanelClix automotive panel consists of members who have indicated that they would like to be invited for online surveys on (public) transport, mobility or automotive subjects.

The following details are known about these members:

  • Driver’s license yes/no
  • Motorcycle license yes/no
  • Use of a car
  • Other vehicles in possession
  • Car ownership
  • New or second-hand
  • Mileage per year
  • Make of car
  • Manufacturing year of car
  • Original price of car
  • State of maintenance of car
  • Purchase plans new car
  • Member of motorist organizations
  • Use of train, bus, underground and tram

Financial panel

The PanelClix financial panel consists of members who have indicated that they would like to be invited for online surveys on financial service providers, products or services.

These members have entered the following details:

  • Type of health insurance
  • Insurance company/companies
  • Other type of insurances
  • Insurance company/companies
  • Customer of which bank(s)
  • Financial products
  • Credit card(s)
  • Interest in financial services
  • Home owner yes/no
  • Value of house
  • Duration of mortgage
  • Available free capital
  • Gross family income

Data and telecommunication panel

The PanelClix data and telecommunication panel consists of members who have indicated that they would like to be invited for online surveys on data and/or telecommunications related subjects.

These members have entered the following details:

  • Possession of mobile phone
  • Mobile network provider
  • Type of subscription
  • Starting date contract
  • Reason for entering into new contract
  • Use of mobile phone
  • Monthly phone bill
  • Prices of calls
  • Other mobile phones in the household
  • Internet provider
  • Internet purchases
  • Type of Internet connection
  • Type of television connection
  • Cable provider
  • Type of home telephone connection

Drinking and smoking panel

Members who have indicated that they buy (hard) spirits or smoke a specific brand of cigarettes can be invited via this specialty panel ‘Drinking and smoking’. The following details are known of the members who have registered for this panel:

  • Smoker yes/no
  • Number of cigarettes a day
  • Brand of cigarettes smoked
  • Purchase behavior non-alcoholic beverages
  • Purchase behavior alcoholic beverages
  • Drinking behavior non-alcoholic beverages
  • Drinking behavior alcoholic beverages

Home & family panel

This panel consists of members who have entered information on the following subjects:

  • Main breadwinner yes/no
  • Number of persons in the household
  • Number of children living at home
  • Date(s) of birth children living at home
  • Gender of children living at home
  • Profession of working family members
  • Pets
  • Telephone provider
  • Energy supplier
  • Person responsible for daily groceries
  • Primary supermarket

Media panel

The PanelClix media panel consists of members who have indicated that they would like to be invited for online surveys on media related subjects. They have given details on their media consumption, so that they can be specifically invited for these types of surveys. The following details are known:

  • TV station most frequently watched
  • Favorite network
  • Favorite TV programs
  • Radio stations listened to
  • Subscription to magazines/bought at the newsagent’s
  • Subscription national newspaper(s)/bought at the newsagent’s
  • Subscription Regionnal newspaper(s)/bought at the newsagent’s
  • Subscription TV guide(s)/bought at the newsagent’s
  • Point of sale TV guide(s)
  • Day TV guide is purchased

Travel panel

The PanelClix travel panel consists of members who have indicated how often they travel, to which countries and by which method. A distinction is made between business travel and personal travel. The following details are known:

  • Number of personal trips abroad
  • Method(s) of travel
  • Country/countries visited
  • Number of business trips abroad
  • Method(s) of travel
  • Country/countries visited

Immigrants & religion panel

More and more surveys are conducted under selective target groups, such as first and second generations of immigrants or people with a specific lifestyle or religion. The immigrants and religion panel consists of members who have provided the following details:

  • Country of birth
  • Country of birth of father
  • Country of birth of mother
  • Religion

Surveys stratified by country (or non-stratified surveys) are especially successful when conducted under second generation immigrants. It is also possible to boost existing samples by selecting immigrants with a specific ethnic background.

Academics panel

We regularly conduct surveys under respondents with a degree in a specific subject or who are working in a specific sector. PanelClix has created a specialty panel consisting of respondents who have finished their higher or university education or are studying for their degree. Information about the educational field is known, as are the following details:

  • Highest level of education completed
  • Field of study
  • Graduation year
  • Present study
  • Field of present study
  • Expected year of graduation

3 – Panel Demographics


In this section we will provide you our recent panel demographics for the Netherlands Germany, Flanders, Wallonia and France.

The Netherlands

GENDER Panel Census
Male 42,23% 49,45%
Female 57,77% 50,55%
Total 100% 100%

AGE Panel Census
16-29 33,91% 23%
30-44 years 31,80% 30%
45-59 years 25,35% 27%
60+ years 8,94% 20%
Total 100% 100%

ETHNICITY Panel Census
Dutch 92,16% 80,40%
Other 7,84% 19,60%
Total 100% 100%*

EMPLOYED Panel Census
Employed 69,74% 94,68%
Not Employed 30,26% 5,32%
Total 100% 100%*

EDUCATION Panel
HAVO 8,90%
HBO 18,38%
LBO 8,08%
MAVO 9,06%
MBO 29,64%
VMBO 6,54%
VWO 5,90%
WO 5,21%
Other 4,38%
Elementary 3,91%
Total 100%*

INCOME Panel
0-20.000 euro 46,02%
20.000-30.000 euro 26,26%
30.000-40.000 euro 14,87%
40.000-50.000 euro 6,48%
50.000-75.000 euro 4,08%
75.000-100.000 euro 1,03%
100.000 euro+ 1,26%
Total 100%*


Germany

GENDER Panel Census
Male 56,27% 48,93%
Female 43,73% 51,07%
Total 100% 100

AGE Panel
16-29 30,43%
30-44 years 36,64%
45-59 years 25,37%
60+ years 7,56%
Total 100%

ETHNICITY Panel Census
German 90,68% 91,50%
Other 9,32% 8,50%
Total 100% 100%

EMPLOYED Panel Census
Employed 62,20% 92,90%
Not Employed 37,80% 7,10%
Total 100% 100%*

EDUCATION Panel
Andere 3,48%
Ausbildung 21,55%
Fachhochschulabschluss 7,94%
Fachhochschulreife 4,06%
Grundschulabschluss 0,60%
Hauptschulabschluss 13,16%
Hochschulreife 7,97%
Keine 1,56%
Lehre 15,60%
Promotion/Habilitation 0,60%
Real /-Fachoberschulabschluss 17,70%
Universitätsabschluss 5,78%
Total 100%*

INCOME Panel
0-20.000 euro 42,76%
20.000-30.000 euro 26,73%
30.000-40.000 euro 14,43%
40.000-50.000 euro 7,23%
50.000-75.000 euro 5,22%
75.000-100.000 euro 1,94%
100.000 euro+ 1,69%
Total 100%*


Wallonia

GENDER Panel Census
Male 63,14% 48,55%
Female 36,86% 51,45%
Total 100% 100%

AGE Panel Census
16-29 20,24% 22,79%
30-44 years 34,75% 25,16%
45-59 years 32,99% 25,52%
60+ years 12,02% 26,52%
Total 100% 100%

EDUCATION Panel
École primaire 3,30%
École Secundaire 41,21%
ESG 1,09%
EST 3,30%
ESP 2,20%
École supérieure 34,07%
Université 10,98%
Autre 3,85%
Total 100%*


Flanders

GENDER Panel Census
Male 60,06% 49,34%
Female 39,94% 50,66%
Total 100% 100%

AGE Panel Census
16-29 23,36% 21,50%
30-44 years 31,13% 25,03%
45-59 years 34,15% 25,32%
60+ years 11,36% 28,16%
Total 100% 100%

EDUCATION Panel
Lager Onderwijs 6,87%
Secundair onderwijs 19,90%
ASO 9,51%
KSO 0,53%
TSO 16,02%
BSO 9,33%
HBO5 1,23%
Hogeschool 25,70%
Universiteit 7,75%
Anders 3,16%
Total 100%*


France

GENDER Panel Census
Male 55,42% 48,91%
Female 44,58% 51,09%
Total 100% 100%

AGE Panel Census
16-29 28,86% 22,91%
30-44 years 36,56% 24,85%
45-59 years 26,89% 24,48%
60+ years 7,69% 27,77%
Total 100% 100%

EDUCATION Panel
Ecole élémentaire 1,59%
Collège 7,08%
Voie professionnelle 25,14%
Voie générale 3,76%
Bac 19,79%
Bac + 1 4,19%
Bac + 2 17,92%
Bac + 3 6,79%
Bac + 4 3,90%
Bac + 5 et plus 5,78%
Autre 4,06%
Total 100%*


* The above presented numbers represent the members within our panel who have chosen to fill in the panel characteristics offset against the entire panel population.

4 - Our expertise


We are online fieldwork specialists and do not compromise on representativeness, integrity and quality of the data that our members generate. We are proud of our specialist knowledge and regularly advise experienced market researchers on the length and content of questionnaires, reward structures and techniques to generate an optimal sample and response.

A project team is set up for every project. The project leader is your permanent kontakt person. Various fields of expertise are present in each project team to ensure that all of the operational aspects of the project are protected.

We are very client-oriented. Each one of our clients places different demands on project layout and project times as well as the type of files delivered. This means that after a while we become totally interactive, which means that projects can be executed more efficiently.

4.1 Members' privacy

The privacy policy that we employ is also based on the code of conduct of Esomar, the European umbrella organization for market research agencies. Furthermore, we implement additional EMMA requirements and do what we have promised our members.

Our guarantees to our members:

  • Our members’ email addresses and profile details are exclusively used to invite them to participate in relevant market research. Their profile details, needed to invite them to online market research, will be used exclusively for the purposes of these targeted invites.
  • Market researchers only receive information from us in the form of anonymous profiles. Members’ personal details will never be distributed to others.
  • All profile details and all details that members fill in during market research will be separated from their name, address, email address and other personal details. That is why we have set up completely separate systems where both types of details (market research details and personal details) are not physically located in the same file or system. At the same time, our infrastructure and software are protected to prevent others from gaining access to our members’ personal details.
  • Their participation in market research is completely voluntary. We never use market research to deceitfully offer them products or services.
  • Members can decide at any moment to no longer receive invites for market research. They can also decide at any moment to cancel their membership and delete their details.
  • Our policy concerning the handling of our members’ privacy complies with the (new) Personal Information Protection Law (Wet Bescherming Persoons-gegevens, "WBP"). Furthermore, PanelClix is registered with the Registratiekamer (number P-0020771).
  • The cookies that we use contain no personal details and are only used to track our members’ participation. We use temporary cookies, files that are saved on their PC to recognize them and allow them to automatically access our website.