- Non marketing panel – so you avoid education effects from advertising campaigns influencing the results of research
- Diversely recruited panel – that sourced respondents are derived from a lot of different locations and in different ways to ensure an attitudinal spread in the panel population
- No excessively high rewards – as this tends to result in panellists that are money/discount sensitive, which in turn can affect their research responses
- Actively seek to exclude professional respondents – both through their recruiting (not using professional respondent sites) and through active management (screening and deleting straight lining respondents)
- Well managed to avoid sampling biases – regularly cleaned and scrubbed to remove non active panellists, consistently updated and profiled, panellists are not over-used, sample eliminations are available to avoid education effects from past research participation
As a general rule panels that include a combination of online and offline recruiting are more costly to develop and tend to attract a premium price in the market. This is because they minimise the biases associated with online recruiting alone.