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Can online panels be truly global?

Alexander V. Shashkin

Abstract

In the era of online data collection, online panels and especially panel portals are becoming the way how marketing research is marketing itself among people across the globe. The need for good design, usability and localization is challenging research industry as it requires appropriate expertise. The proposed presentation is aimed at examining how the failures in cultural adaptation of global panels damage data quality and decrease the interest in research. The following two cases - Russian online panels Anketka.ru and AvtoOpros.ru - are used to demonstrate what can be done to achieve extraordinary respondents’ engagement.

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Alexander V. Shashkin

Alexander Shashkin founded Online Market Intelligence, Ltd., Russian online sample provider, in 2007. Prior to this, he was Managing Director for Russia at global online panel and technology company GMI (Global Market Insite, Inc.). Alexander came to GMI from the Institute of Sociology, Russian Academy of Sciences where he was a Senior Researcher. Alexander is a Russian national, he holds a PhD in Sociology from Kazan State Technological University, and is based in Moscow, Russia with his wife and two sons.

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