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THE WIDER BUSINESS SPECTRUM

Pavlov revisited

Kristof De Wulf
Mike Friedman
Bert Borggreve

Abstract

After the rapid and widespread emergence of online access panels, we are currently witnessing a new trend towards online custom panels that are specifically built, used and managed for research purposes of one company or its brand(s). This study compares the online access panel ‘XL Online Panels’ with a dedicated and branded online research panel from Heinz, generating conclusions on the relative advantages and disadvantages related to using either of them. Specific attention is paid to panel member conditioning (broadly defined as changes in response patterns over time due to learning) and quality. Differences in conditioning and quality in the Heinz and control panel are highlighted and the implications for online market research and panel management are discussed.

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Kristof De Wulf

Kristof De Wulf is co-founder and managing partner of InSites Consulting. Next to his responsibilities at InSites Consulting, Kristof is also associate professor of marketing at Vlerick Leuven Gent Management School. At this business school, Kristof is academic chairman of the Vlerick Brand Management Centre. He is also member of the executive committee of the European Marketing Academy and is an active member of the Belgian Marketing Foundation. Kristof started his career at the Vlerick Leuven Gent Management School as a research assistant in 1993, focusing on different marketing topics such as direct/interactive marketing, relationship marketing, loyalty management, and brand management.

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Mike Friedman

Mike Friedman has a PhD and M.S. in social psychology from Texas A&M University. He is member of the R&D team at InSites Consulting, specialized in survey research methodology and advanced statistics.





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Bert Borggreve

Bert Borggreve is Consumer Insight Manager at H.J. Heinz Continental Europe, responsible for making marketing more effective and efficient. He is managing teams of experts in marketing research, continuous information and consumer services. Before, he was International Marketing Research Manager at the Coffee & Tea division of Sara LEE | Douwe Egberts in the Netherlands and occupied various marketing intelligence positions at Quest International, one of the leading companies in the flavors, fragrances and food ingredients business.

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