Online Panel

Also known as: Research Panel, Survey Panel, Respondent Panel

Group of pre-recruited and verified individuals who agree to periodically respond to surveys in exchange for incentives.

An Online Panel is a group of previously recruited, verified, and profiled individuals who have agreed to participate in market research via online surveys periodically, in exchange for economic or other incentives (points, sweepstakes, charitable donations).

Online panels are the most common and scalable form of quantitative data collection in market research. Major global providers include Dynata, Lucid, Cint, Toluna, and Kantar. In LATAM, specialized providers have representative panels for Mexico, Colombia, Chile, Peru, and Argentina.

The most important panel quality metrics are: response rate, completion rate, speeder and straight-liner rates, and demographic diversity. Panel quality has been a growing debate in the industry with the proliferation of bots and low-quality participants.

Atlantia works with high-quality panels and has its own data validation protocols to guarantee result integrity.