FGI PANEL

• Overview
• Advantages
• Proof

Problem

A leading health insurance provider wanted to improve the quality, speed and cost effectiveness of their marketing research. Because the conduct a large number of studies which typically require very specific quota cells and rapid fieldwork, using general consumer panels was too costly and time consuming. In addition, general consumer panels could not take advantage of the company’s proprietary segmentation schemes and detailed customer transactional data. As a result, they needed easy access to a large amount of online sample that includes customers, target prospects (customers of their competitors) and detailed respondent data such as segmentation scores and behavioral history.

Solution

FGI Research designed, recruited and continuously manages a large custom panel for our insurance client. Because of the client’s large and diverse sample needs, we deployed multiple recruiting sources and strategies. And, since email addresses were not available for every customer, FGI Research appended email addresses prior to the custom recruiting phase. During the recruiting, we applied three custom segmentation schemes and appended all the important customer transactional data. Finally, we provided even more sample to our client through the use of a panel partition. The panel partition was created by screening our own consumer panel for our client’s customers and target prospects. The custom panel and the panel partition combined to create a very large and high-quality source of online sample for our client.

Result

With instant access to a large, diverse and high quality custom panel, our client immediately realized substantial benefits throughout their marketing research. Using the custom panel and panel partition, they increased research volume, lowered costs, improved sampling and analysis, and cut fieldwork time. Today, our client regularly conducts 4-6 projects per month which may be programmed and hosted by FGI Research or others as required by the study. New study designs, questionnaires, sampling strategies, and back-end insights are possible because the custom panel contains segmentation and behavioral data. The custom panel solution provided by FGI Research continues to be one of the most successful marketing research initiatives for our client.