TNS Reports NZ Online Panel Explosion

100,000 New Zealanders - representing almost 8% of the country's households - have signed up as members of SmileCity's online panel, run by TNS. The company says that even traditionally hard-to-reach consumers, such as young Asian males, are willingly participating in research.

SmileCity presents itself as an online loyalty program, rather than simply a panel. Members who participate in surveys receive points that are redeemable for cash, charity donations or purchases. Points are also awarded for reading emails, shopping online and playing games.

Murray Campbell, MD of TNS in New Zealand says the SmileCity panel strongly represents the New Zealand online population by age, sex, ethnicity and socio-economic group, and that New Zealanders are opting in 'faster than we dared hope'. He describes the participation of a diverse group of consumers as 'the further democratisation of consumer products', and says the panel provides the equivalent of 'night vision goggles' to New Zealand companies, which would otherwise be in the dark about consumer opinion.

Campbell believes the tipping point for online research has arrived in New Zealand, which is finally following the lead of companies in the US. One of SmileCity's clients is Air New Zealand, which is using the panel to monitor the reaction to its new long-haul product offering, as well as to measure perceptions of other airlines and evaluate its promotional work.

Smile City is online at www.smilecity.co.nz

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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