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.