The People Panel is a national, cooperating consumer panel established in 1979 by Steven Levitt, President of Marketing Evaluations, Inc. The Q Scores Company.

The People Panel is structured to represent the Continental U.S. population, according to current estimates from the Department of Census. Prospective members are solicited by mail from lists obtained from direct mail sources. Membership in the panel is voluntary and no significant incentives are offered for cooperation. In the course of one year, The People Panel turns over approximately twenty percent of its members, by adding new members and purging non/low responders. The panel currently includes approximately 40,000 households.

The panel was originally developed to provide Marketing Evaluations, Inc. with a high quality, accessible source of mail and telephone respondents for the company's Q Score studies. The ability to control the sample selection process, as well as the scheduling of studies, was of paramount importance in building its own panel database, rather than to continue utilizing outside panels.

How The People Panel Works

Accurate research results depend on a well thought out sample selection plan. First, we decide whether the sample will consist of individuals or households. Then, we confirm that the chosen sample reflects current Census data. Our next step is to modify the selection to accommodate demographic groups of people that typically respond at above or below average rates, thus yielding the desired number of responses.

Appropriate questionnaire design is also critical. Our three questionnaire designers each have over 30 years of research experience and involvement with self-administered surveys. We offer their superior ability to provide clearly written, user-friendly questionnaires, focusing on the visual presentation (layout, spacing and readability), as well as content.

Data processing codes are kept in the background to minimize respondent distraction. Question sequencing provides an easy flow so that the respondent is taken through a logical thought process. We give priority to laying out the questionnaire for ease of response, even if it means lengthening the interview at our own expense.

In order to insure the promised return rate (60-70%) within the expected time frame (3-3 1/2 weeks), we mail reminder postcards and/or make telephone reminder calls.

Tabulated results are provided on every study in a variety of formats, depending on client requests. Some studies may result in our analysis and report, while others may not. For those hard copy results, we are always available by telephone to discuss the findings informally.

The People Panel has been used for diary keeping, tracking studies, concept tests and more.

Product Testing

We offer significant discounts on in-home product testing projects. Our panel members enjoy testing new products, and this will provide them with an additional incentive to remain on our panel. To attract product-testing research, we offer discounts on our standard pricing. If we conduct follow-up interviews by mail, the discount is 35% on the fieldwork (not screening or product shipping phases). Follow-ups by telephone or email earn a 20% fieldwork discount.