We have always been averse to panel research. Research panellists get paid or rewarded for completing the task of filling in online questionnaires. They are professional questionnaire completers – nothing more than lab rats.
Good sampling requires a process which is as close as possible to random. True random sampling is virtually impossible but you can certainly get much closer to it than you can using panels.
We realised that there are many large corporations in South Africa with impressive customer databases. If we could find a way to tap into that resource for the purpose of creating random samples this would be a great leap forward.
We achieve this goal by forming partnerships with these large corporations with customer databases.