Panel profiling metrics are metrics that describe the composition of your survey panel. You can use them to determine how representative your panel is, detect any bias, and track panel changes over time.

In this guide, we’ll explore panel profiling metrics, their importance, and how you can leverage them to improve the quality of your survey.

Understanding Panels in Survey Research

A panel is a group of people who have agreed to participate in a series of surveys for an extended period. These panels allow you to monitor behavioral changes, opinion shifts, and population diversity in your target audience over time.

Read: What is a Panel Survey?

Types of Survey Panels

• Ad hoc panels: Ad hoc panels are panels that are set up for a specific study. The easiest way to recruit members for this panel is through online ads and social media.
• Continuous panels: These are panels that are maintained over time. Continuous panels are typically recruited through offline methods, such as direct mail or phone calls.

Benefits of Using Panels in Surveys

• Longitudinal data: It allows researchers to track changes in people’s opinions, behaviors, and attitudes over time. It provides insights into how people respond to different events or changes in their environment.
• Studying rare populations: It enables you to have respondents who are representative of the target population, even if the target population is small or difficult to reach.
• Accurate and real-time data: Panel surveys are typically more accurate than other types of surveys, such as one-time surveys. This is because they allow you to mitigate common challenges such as attrition and non-response bias.

Overview of Panel Profiling Metrics

Panel profiling metrics are the characteristics of panel members. They include the demographic, psychological, and behavioral traits of your panel.

Objectives of Panel Profiling Metrics

The primary goal of panel profiling metrics is to ensure the results of the survey are accurate and unbiased. Here are some objectives to help you achieve this goal:

• track changes in the composition of the panel over time
• ensure that the panel is representative of the target population
• identify any gaps in the panel
• improve the quality of the survey data
• make better decisions about survey design and implementation.

Role of Panel Profiling in Survey Management

• Ensures the panel is representative of the target population: Panel profiling metrics allow you to see if your respondents match the demographic you want to study. For example, if your target demographic is corporate workers aged 40-55 living in New York City, panel profiling ensures your participants fit that demographic.
• Track changes in the composition of the panel over time: Panel profiling metrics allow you to track changes in the demographics, psychographics, and behavioral characteristics of the panel members over time. This enables you to spot trends in the population and adjust the panel composition accordingly.
• Identify any gaps in the panel: Panel profiling metrics point out gaps in the panel composition. For example, profiling metrics can help you figure out if the panel does not have enough people from a particular demographic group.
• Improve the quality of the survey data: Panel profiling metrics can be used to improve the quality of the survey data by identifying any potential biases or problems with the panel. For example, if the panel is found to be disproportionately responding to surveys about a particular topic, the survey manager may need to take steps to ensure that the panel is more representative of the target population.

Commonly Used Panel Profiling Metrics

A. Demographic Metrics

Panel demographics data is the most common type of panel profiling metrics. It describes the population characteristics of the panel members, such as their age, gender, educational background, employment status, income level, and geographic location.

Read – Demographic Segmentation: Examples, Advantages + [Variables]

1. Age and Gender Distribution

The age and gender breakdown shows the different ages and genders on the panel, as well as the diversity of your panel.

2. Educational Background

The educational background of a panel also helps you effectively design your questionnaire, and capture the right target audience. 

For example, if your target audience is high school students, your panel should represent this. The survey should also be easy to understand for high school students.

3. Employment Status

You can use the panel’s employment status to figure out how the different employment statuses influence people’s attitudes and behavior.

4. Income Level

Collecting panel members’ income levels helps you to understand the financial situation of the target population, and how it affects their opinions. For instance, if the target audience consists of minimum-wage earners, and you have participants above this income bracket, their responses may not reflect the true views of the target audience.

5. Geographic Location

The geographic location of your panel gives you insights into how geographic distribution of the target population. For example, cultural differences can influence the responses of panel members with the same demographics in different countries.

B. Psychographic Metrics

Psychographic metrics describe the lifestyle, personality, and interests of a panel. These metrics help you to understand how panel members think and behave- their values, attitudes, and opinions.

1. Interests and Hobbies

Panel interests and hobbies, help you to genuinely figure out what each panel member would consider fun, fulfilling, or relaxing. For example, if the panel members are interested in biking, you can conduct surveys on biking gear.

2. Lifestyle Preferences

You can use the panel’s lifestyle preferences to understand the motivation behind their habits. For example, a survey about fitness would be more suited to people intentional about their eating habits and fitness goals.

3. Personality Traits

The panel’s personality traits help you figure out how they think and act. For example, people with social anxiety may be less confrontational than people who are not, this could influence their responses.

4. Attitudes and Opinions

You can use the panel’s attitudes and opinions to figure out how they feel about different topics. For example, if the panel has a positive opinion about a product, they may be biased towards it when rating it.

5. Media Consumption Habits

The media consumption habits of a panel can be used to understand how the panel members consume media. For instance, if the members of the panel are heavily engaged on social media platforms, they are already pre-conceived about the subject matter and will not absorb new information that does not align with their preconceived notions.

C. Behavioral Metrics

Behavioral metrics show the panel’s past behavior and current behavior. These metrics also help you to predict and understand how the panel members will behave in the future.

1. Past Survey Participation

You can use the panel’s previous survey participation to determine how likely they are to participate in future surveys. For example, knowing how frequently panel members complete surveys monthly could provide insight into their propensity to complete your surveys.

2. Response Rates and Completion Rates

A panel’s response rate and completion rate can help you determine how likely a panel’s members are to answer surveys and complete them. This data helps you spot panel members who are more likely to complete surveys and answer accurately.

3. Panel Engagement Levels

Panel members’ engagement levels show respondents who are most likely to take part in panel activities (e.g. surveys or focus groups) and select them for surveys.

4. Purchase Behavior and Consumer Preferences

The purchase behavior and consumer preferences of a panel help you to understand how the panel members spend their money. For example, impulse spenders are more likely to say they want an item than people who stick to a budget.

5. Technology Adoption and Internet Usage Patterns

Knowing how well panel members use technology can help you choose a survey method, and increase your completion rate. For example, if your panel doesn’t use social media frequently, reaching out to them on social media may be not effective.

Best Practices for Panel Profiling

1. Data Collection Methods for Panel Profiling

There are various data collection methods for panel profiling, including surveys, focus groups, online communities, and social media. The best method for your research will depend on your target population and research objectives.

1. Ensuring Data Accuracy and Validity

Several factors could make you choose panel members unsuitable for your research, leading to wrong conclusions and decisions. Here’s how to prevent them:

• Use a well-designed survey instrument.
• Pre-test the survey instrument to ensure it is clear and easy to understand.
• Use a random sampling method to ensure that the data is representative of the target population.
• Use quality control checks to eliminate survey cheaters and bots.

1. Ethical Considerations in Panel Profiling

When profiling your survey panel members ensure you follow ethical guidelines and comply with applicable rules and regulations. For example, ensure panel members understand their rights, why you are collecting their information, and how you will use it.

Also, to protect panel members’ data and privacy, they should be able to opt out if they are no longer interested.

Read Also – Panel Profiling in Surveys: Role, Benefits, and Ethical Considerations

1. Balancing Representativeness and Panel Homogeneity

There is a fine line between representativeness and homogeneity, you have to strike a balance between these two factors. If the panel is too homogeneous, it may not be representative of the target population.

Also, if the panel is too heterogeneous, it may be difficult to collect accurate and meaningful data.

Applying Panel Profiling Metrics

1. Targeted Survey Invitation and Sampling Strategies

You can leverage panel profiling metrics to create personalized survey invitations and sampling plans. For example, if you’re targeting a certain demographic group for a survey, the panel profiling info can help you figure out participants that fit the criteria. 

You can also use panel profiling info to figure out which panel members are more likely to answer surveys and invite them.

1. Customizing Survey Content and Questionnaire Design

Panel profiling metrics help ensure your survey is relevant and not too difficult for respondents.

1. Segmentation and Subgroup Analysis

Panel profiling allows you to segment your panel members into subgroups using their needs, wants, and preferences. For example, you might segment your panel members by age, gender, income level, or geographic location.

1. Maximizing Panel Utilization and Engagement

Panel profiling metrics show panel members with low completion rates, allowing you to contact these panel members and encourage them to participate in future surveys. Panel profiling metrics can also be used to identify ways to improve the panel experience and to make the surveys more engaging.

Challenges and Limitations of Panel Profiling Metrics

1. Sample Biases and Limitations of Self-Reported Data

A major challenge of panel profiling is the potential for sample bias. This happens when the panel is not representative of the target population or the panel members are not providing accurate or truthful information.

The most common causes of this method of data collection, are survey incentivization, and the panel selection process.

2. Maintaining Panel Privacy and Data Security

You have to ensure panel information is secure and confidential. A great way to do this is to use a survey platform like Formplus that encrypts user information, protecting respondent data from third parties.

3. Panel Attrition and Panel Fatigue

Keep your surveys refreshing, and explore different topics. This prevents you from losing panel members because of boredom, ineligibility, or fatigue.

4. Over-Reliance on Panel Profiling and Neglecting New Recruitment

Ensure you are regularly recruiting new panel members to avoid the panel becoming less representative of the target population over time.

Conclusion

Panel profiling metrics can be a valuable tool for survey managers. It helps you to understand the composition of the panel, and ensure that the results of their surveys are accurate and representative. Panel profiling metrics can also be used to identify any biases in the panel and to take steps to correct them.