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ESOMAR Africa Circle: An exploration of the opportunities and challenges of online panels

In the digital era, online panels have transformed data collection, providing valuable insights into consumer behavior worldwide. Under the auspices of ESOMAR (World Association of Market Research Professionals), an online discussion on this theme took place for the first time in French on Thursday, October 17, 2024.

The session was introduced by Anna Malu, ESOMAR Senior Consultant for Developments, who also highlighted upcoming ESOMAR Africa Circles and events. The session was chaired by Mr. Serge Mumbu, ESOMAR representative in the DRC and Managing Director of Target SARL.

Discover Online Panels

The presentation was given by Philippe Guilbert, a member of the ESOMAR Committee and a consultant at Syntec Conseil.

Online panels consist of groups of participants chosen to provide data for research purposes. They can be managed either by the companies themselves or by service providers like Trell Service.

The key advantages of online panels include self-administration, enabling large sample sizes; the flexibility for respondents to choose when to participate; and anonymity, which helps minimize interviewer bias. This facilitates efficient data collection. Additionally, their geographical diversity allows for easier access to a broad range of respondents. Panels also provide enhanced responsiveness and flexibility in the field, along with increased interactivity in the questionnaires. The use of mobile devices allows for broader distribution and geolocation, enhancing their effectiveness.

However, there are still certain drawbacks. The fixed cost of programming can restrict the project's flexibility. Furthermore, the absence of explanations from the interviewer can result in inaccurate responses. The feasibility of surveys may be limited for specific target groups, and shorter questionnaires might not fully capture all the necessary nuances. It is also essential to verify the commitment of the respondents. Lastly, using mobile phones presents challenges, especially due to screen size and limitations related to certain operating systems, like iOS, which can complicate the user experience.

He also noted that a panel needs diverse recruitment methods, selecting contacts via telephone, fax, or online through affiliate networks. It's crucial to choose between an open or invited panel and to persuade participants to register, while also ensuring the elimination of false profiles.

In terms of management, it's essential to retain panelists by ensuring enough activity without overwhelming them with requests. Managing incentives and facilitating games or communities allows for the enrichment of profiles, enabling more effective targeting of surveys and preventing full quotas. It's also vital to reactivate or remove inactive participants.

Finally, the sampling process must ensure the selection of the "right" respondents by considering response rates by profile, avoiding draw bias, and maintaining quality control over responses.





Engaging Discussions with Experts

During the session, Ms. Aïssatou Mar, Head of French-speaking West Africa at Kantar (Senegal), shared her insights on establishing online panels. Aissatou specifically noted that Kantar had conducted 1,200,000 interviews over 18 months in French-speaking Africa, demonstrating the effectiveness of panels in this setting. She also emphasized the high concentration of panels in countries like Kenya, Nigeria, and South Africa, where proprietary panels are emerging.

Aïssatou highlighted the challenges faced, particularly the under-representation of women on urban panels and the linguistic and cultural barriers that hinder participation. The remuneration system, especially through PayPal, was highlighted as an effective method for attracting a diverse range of respondents.

Nabil Abouzaid, ESOMAR Representative in Morocco and Managing Director for the Middle East and Africa at MDI, expressed concerns regarding the high illiteracy rates in certain regions. He emphasized the need for questionnaires tailored to local dialects to address this issue effectively. The remuneration system, especially through PayPal, was highlighted as an effective method for attracting a diverse pool of respondents. A hybrid approach that integrates both online and offline methods is crucial for maximizing the breadth and diversity of responses.

Serge Mumbu shared his insights regarding the implementation of online panels within his company. He noted that, despite his efforts to establish them, the initiative faced several challenges, including a significantly low response rate and a lack of engagement from local customers, which hindered its effectiveness.

In summary, this online discussion enhanced our understanding of the challenges and opportunities related to data collection in an interconnected world. The insights we have gathered encourage us to prioritize multi-country studies and to conduct comparisons within Africa, while considering local specificities. By addressing the challenges of respondent diversity and data quality, we can enhance our future data collection efforts, leading to more relevant and representative outcomes.

The discussions concluded with Anna Alu, who provided an overview of ESOMAR's upcoming events in Africa:

  • 31 October - ESOMAR/SAMRA Connect – South Africa (Johannesburg)
    Organized by: Jan Wegelin
  • 7 November - ESOMAR/SAMRA Connect – South Africa (Cape Town)
    Organized by: Andrea Rademeyer
  • 14 November - ESOMAR/AMISE Connect – Morocco
    Organizers: Nabil Abouzaid / Siham Malek
  • 21 November - Online Community Circle (English)
    Topic: Analytical Skills
    Host: Sami Ghabrial
  • 28 November - Online Community Circle (French)
    Topic: Online/Mobile Communities
    Host: Nabil Abouzaid
  • 5 December - Online Community Circle (French)
    Topic: Artificial Intelligence
    Host: Siham Malek