In the UK, custom panels specialist EasyInsites is to build and maintain a new research panel for breakfast television station GMTV, incorporating a dynamic web site, direct incentives and on-screen recruitment.

GMTV launched in 1993 and reaches 19 million people including nearly half of all housewives with children.

The new GMTV ViewBack research panel, which will be live within the next two weeks, will recruit from multiple sources including the gm.tv web site and the program itself. For the latter, viewers will be given a term to text to a free mobile number, to be broadcast during certain key time segments of the program: this will feed into the EasyMobile system to register them. The panel will provide members with direct incentives via PayPal.

EasyInsites MD and co-founder Charles Pearson says the new and improved panel ‘takes full advantage of the latest technology and best practices in online custom panels.’ In addition, a new, more dynamic panellist web site will include quick polls, news and results archives, flash headers with messages from program presenters, and links to various social media.

From next Spring, the panel is expected to be open to other researchers globally through the EasyExchange online sample market run by partner firm Cint AB, which offers clients the chance to monetise their panellists, setting appropriate restrictions and limitations as panel owner.

Miranda Maguire, Senior Research Manager at GMTV comments: ‘ViewBack has proved to be a most valuable tool, both for our internal programme clients and our advertisers regarding the efficacy of their ad campaigns. So we wanted to offer respondents more added-value to thank them for their time and opinions.’

Web sites: www.EasyInsites.com and www.gm.tv .

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