With any successful relationship, whether it be friendship, partnership, or beyond, the connection deepens with each interaction as both parties come to know and truly understand one another. As researchers, why not harness this natural dynamic with consumers by getting to know them over time, uncovering the deeper motivations behind their everyday decisions?
Ongoing research panels provide the opportunity to do just that: build meaningful connections with consumers by engaging with them regularly, transforming typical research interactions into something more valuable. These high-quality panelists consistently inspire and impress client teams, generating insights that spread organically throughout their organizations and drive action.
From First Hello to Lasting Connection When we build lasting research relationships, something magical happens. Consumers become research partners, showing up energized and ready to share. With established rapport, conversations flow naturally, creating space for those "aha moments" that drive real understanding. Panelists develop their own rhythm with activities and interviews, making each interaction more valuable than the last. The best part? Higher show rates and lower recruiting costs make these ongoing research panels simultaneously effective and lucrative.
The Journey Together Like any meaningful relationship, the magic happens over time. We get to witness our consumers' lives evolve, catching subtle shifts in behaviors and decision-making that single interviews might miss. Whether we're mapping customer journeys or developing new products, these sustained connections give us front-row seats to real consumer stories. As comfort grows, so does creativity – consumers become more willing to engage in innovative research approaches, from video diaries to digital collages, though we always mindfully balance these requests to keep engagement strong.
Partners in Discovery Something extraordinary emerges when both consumers and clients become invested in the journey. Consumers light up knowing their voices shape real decisions, while our clients develop their own connections – often looking forward to updates from their favorite participants like catching up with old friends. This shared investment creates opportunities to explore adjacent topics and gather quick reads on broader initiatives, making our research more agile and responsive.
Making the Magic Happen:
- Plant strong roots by investing in a quality over-recruit upfront in anticipation of some attrition over time
- Keep the rhythm flowing with a flexible calendar that leaves room for spontaneity
- Bring joy to every interaction – research can (and should!) be fun
- Show you care by remembering the little things – from new jobs to family milestones
As one of our valued panel members puts it: "This is a privilege, and I'm really thankful for this opportunity. I feel like I'm talking to my friend. It's not work. I have my coffee here and just enjoy this hour for myself."
When we transform traditional research into genuine connections, everyone wins. Consumers feel valued, our clients get richer insights, and we get to be part of authentic stories that drive meaningful business decisions. After all, isn't that why we fell in love with research in the first place?
About the Author:
Shannon Murphy
Senior Research Director, Qualitative