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Glossary

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Panel Definition

A group of participants that are contacted and screened and then periodically invited to take a particular survey. Interested respondents who qualify then complete the survey. Group interviews (focus groups) are sometimes called panels.

A panel is a group of pre-recruited individuals who have agreed to participate in ongoing or repeated marketing research studies. These individuals provide data over time, allowing researchers to track changes in attitudes, behaviors and preferences across consistent sample groups. Panels can be general population samples or targeted based on specific demographics, behaviors or product usage.

What are the key aspects of panels in marketing research?

• Longitudinal data collection from the same participants.
• Can be online, offline or hybrid.
• May include consumers, business professionals or specialty groups.
• Often managed by panel providers or research firms.
• Require active panelist engagement and quality controls.
• Allow for tracking trends, testing concepts and segmentation.

Why are panels important in market research?

Panels are essential for generating consistent, reliable insights over time. They enable researchers to monitor shifts in consumer behavior, test new ideas with known audiences and compare data across waves. Panels reduce the cost and time of recruiting new respondents for each study and are especially useful for benchmarking, tracking studies and rapid-turn research.

Who relies on panels in marketing research?

• Market research firms conducting longitudinal studies.
• Brand managers tracking consumer sentiment.
• Product teams testing new concepts.
• Advertising agencies assessing campaign impact.
• Retailers monitoring shopper behavior.
• Academic and public policy researchers.

How do market researchers use panels?

Market researchers use panels to access a ready group of respondents for a variety of study types, including tracking surveys, concept tests, product usage studies and satisfaction assessments. Because panelists have agreed to participate over time, researchers can monitor trends, compare responses longitudinally and segment data based on behavior or demographics. Researchers also benefit from the ability to recontact panelists for follow-up studies or deep dives, improving the efficiency and continuity of data collection. Panels can be managed in-house or outsourced to specialized panel providers who ensure panelist engagement and data quality.