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How (and why) to build your own research panel—tools and tips on recruiting participants, panel management, research incentives, and more.
A research panel is a group of pre-screened people (often loyal customers) who have opted in to participate in your ongoing research efforts. These are folks that you have proactively (and preemptively) recruited with the intent of having them take part in various research activities over the long term. Think of them like your personally curated, on-demand pool of study participants.
There are several key benefits to building and maintaining a research panel. In addition to giving you access to direct customer input, it also helps to build trust and community with users by giving them a voice—and therefore a vested interest—in your product.
Having a set of research participants already identified, screened, and ready to go makes it easy to do qualitative research more quickly and with greater frequency. You save a lot of time on the ops side of things, because the administrative and logistical work of recruiting the right people is already done..
In addition to providing you with reliable, quick-turn research participants, a research panel also allows you to do iterative research. The ability to retest concepts at various stages with the original group of users can provide critical insights as you refine your ideas and execution.
There are four main things to consider when you’re building a research panel: logistical details and technical requirements, big-picture management/ownership, the makeup of the actual participant panel, and how you will handle incentives.
When Becky White was setting up an internal research participant panel at Atlassian, she was surprised to be more or less starting from scratch. In addition to sorting out who should be on the panel and how to effectively communicate with them (both big considerations), she also mapped out all the technical requirements she needed to meet to get her panel up and running:
While Becky started out using a combination of different services to patch her panel system together. The Research Ops team at Atlassian (led by Kate Towsey) eventually moved everything over to User Interviews’s Research Hub, which allows researchers to self-serve via a CMS-like system.
Like any business asset, a research panel becomes more valuable the more you invest in it. For maximum benefit, it’s likely that you will eventually need someone dedicated to maintaining and managing your panel.
A successful research panel is built on strong relationships, and we all know that relationships don’t manage themselves. It takes commitment, attention, and intention to make sure they flourish.
Here are just a few of the tasks that fall to a research operations or panel manager:
For a more in-depth look at what goes into managing a research panel, check out our guide to building a Research Ops practice from the ground up.
Your research panel should be an accurate reflection of your larger user base. This means you’ll want to recruit for diversity, and not just in terms of demographics.
When building your panel, be aware of all the attributes that can affect how someone might experience your product and respond to questions. For example:
As you grow your panel, other factors may come into play. For instance, you may need to be mindful of participants who become too familiar with your research methods, which can potentially jeopardize your access to fresh insights. You may also need to weed out for any professional testers that have made their way onto your panel.
Everyone likes to know that their time and effort is appreciated. Sometimes, it’s enough to give a customer backstage access and the opportunity to directly influence your product road map. And most people get a kick out of receiving company swag, which serves the dual purpose of saying thanks and providing low-key marketing. You can often drive panelist engagement by offering access to more features or additional usage. While cash or gift cards are frequently offered as incentives for user research participants, financial compensation for research panelists is less common and can be less effective than other methods.
But choosing which incentive to use is only one consideration. You also need to think about when to incentivize. Will you offer a reward just for being on the panel, or only when a panelist takes part in a study? Will the incentive be the same across the board, or different depending on the type of participation required? What if a panelist is eager to engage, but you can’t match them to an activity?
You also want to think about how compensation will add up over time. It would be awkward to offer a particular monetary reward, for instance, only to realize too late that delivering on that promise over the long term will be financially untenable. Do the math up front.
Finally, be aware of who you’re engaging and how they might perceive different kinds of incentives. Are you excluding an important segment of users if you don’t offer a financial incentive? Do you risk insulting high-profile participants by offering a token payment when an access-based incentive would be more appropriate? Do your panelists work in an industry (government, for example) that doesn’t permit any kind of rewards or gifts?
Once you’ve got your game plan, the next step is to actually recruit participants for your panel.
There are a number of ways to do this. You can use a purpose-made solution like User Interviews, your existing email and CRM platforms, or one of several other tools that can be adapted for DIY recruiting purposes. We’ve written up an overview of the different recruitment tools, but here’s a quick summary.
Many folks know that User Interviews offers a large pool of vetted research participants (529,000 participants and counting). But did you know that we also offer an all-in-one research logistics platform? Our Research Hub platform can make your research ops run smoothly by taking care of participant scheduling, keeping track of important participant data, and even managing incentive distribution after a research session.
Your existing email or CRM probably offers a range of communication and audience management tools that can help you identify and manage unique lists of people, such as you would need for a panel. While solutions like Salesforce can be pretty pricey, if you’re already using them, they can be a good interim option to get you started.
Our own research shows that, in most cases, companies who use these kinds of platforms for recruitment purposes use them in combination with at least one other tool.
Researchers often have to get creative with recruitment, especially when they are just starting out. From Calendly to social media to good old Google Sheets, there are all kinds of ways to build your own recruitment engine from scratch.
Recruitment is only one part of building and maintaining a research panel. Once you’ve assembled your participants, you’ll need an efficient way to manage them. If you decide to use User Interviews’s Research Hub, our research CRM solution,, here’s a quick overview of some of the key time-saving features you will have at your fingertips:
Create and send opt-in forms in a snap. You can share the link with potential participants via email, social media, etc., and anyone interested in joining the panel will find it quick and easy to fill out your custom form.
Save the time and hassle associated with creating and sending new Zoom links for each session. This integration provides automatic generation of unique meeting links on the User Interviews platform.
This subscription-based feature allows you to label and organize your panel so you can easily build flexible lists, avoid confusing cross-communication between teams and studies, create a feedback council, and more.
Filter participants by a variety of criteria including labels, activities (e.g., project history, incentives earned), participant info like name and date added, as well as custom fields to meet your unique needs.
Invite participants from the project builder, the “Hub Participants” view, or from a launched project. You can also re-invite participants who didn’t apply the first time around.
Update copy and format for automated emails (project invite, approval notification, cancel/reschedule, session confirmation, thank you, etc.) on Hub projects. You can customize by adding copy or by adding/removing optional variables. You can also create templates to speed up your workflow on future projects.
Handle all the details from project set up and participant invitations to participant management (screeners, scheduling, etc.), recording participation, and downloading participant data.
You bring your own participants to Research Hub projects. With this in mind, we know it’s important for you to understand what the participant experience will be like. From the invite and signup to applications, confirmations, and scheduling, we make sure each step of the process is clear, convenient, and beautifully presented.
Try Research Hub for free. And—if you’re a small team looking to manage a panel of up to 100 participants—good news: Research Hub stays free forever!
For teams with frequent research needs and a growing panel, we offer plans with room for up to 1 million contacts in your participant CRM. See our pricing page for details.
Content marketer by day, thankless servant to cats Frodo and Elaine Benes by night. Loves to travel, has a terrible sense of direction. Bakes a mean chocolate tart, makes a mediocre cup of coffee. "Eclectic."