Overall results show high satisfaction with only 3% saying they are dissatisfied or very dissatisfied. This is a key finding as satisfaction is crucial to maintaining trust and quality.

“High levels of satisfaction ensures high response rates and that translates to better quality” says Mads Stenbjerre, Managing Partner. “It is obvious from the survey results that our panel management procedures provide respondents a good experience. This is crucial, because online research is a much more cooperative effort than traditional research conducted on the telephone or in person. It’s really about relationship building.”

The survey further shows that panel members participate for many different reasons. Roughly half the respondents mention the donation of funds to WWF and a similar number of members say that the chance of winning prizes is a major reason for participating. Other major reasons are “surveys are fun” and “I like to stay informed”.

“The current mix of motivations demonstrates that panel members represent a good mix of people,” says Mads Stenbjerre. “Our incentive program consists of two parts – individual incentives in the form of gift certificates and social incentives in the form of donations to WWF – specifically to ensure diversity among panel members. Along with our non-biased, multi-source recruitment strategy the two-pronged incentive scheme is essential to panel quality.”