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Independent Online Panel Suppliers Continue Strong Growth

Image of Louise Garnett

Author: Louise Garnett, Vice President, Outsell Scout Analytics

Independent online panel suppliers provide the underpinning for many full-service market research firms’ online businesses. The market for independent online panel suppliers continues to grow even in the current economic down cycle, as online surveys are typically more cost-effective than other survey types, and companies are seeking to better understand their customers through original research. Outsell estimates that the independent online panel supplier market grew 16.7% in 2008, reaching an estimated $1.2 billion in revenue. This report contains:

- An overview of the independent online panel supplier market;
- A comparison of nine key players in this market, with detailed tables providing information about the companies and their online panel product offerings (e-Rewards, GMI, Greenfield Online, LinkedIn, MarketTools, Peanut Labs, Research Now, Survey Sampling International, and Toluna);
- Outsell’s opinion of each company profiled;
- Analysis of the dynamics of this 15-year-old market;
- Essential actions for information providers and publishers that want to utilize online panels to their benefit.


Pub Date: January 29, 2009
Type: Market Report
Segments: B2B MRRS ITTRRS
Keywords: Communities, Market Analysis, Web 2.0
Pages: 31
Format: PDF Application_pdf

We provide a link to download a PDF at the end of the purchase process.

Table of Contents

  • Why This Topic?
    1. Methodology
  • Market Overview
    1. Defining the Independent Online Panel Supplier Landscape
    2. Independent Online Panel Suppliers – Size, Share & Growth
  • Online Panel Suppliers – Comparing the Key Players
    1. Company Comparison
    2. Online Panel Product Offering Comparison
    3. In Outsell’s Opinion
  • Market Dynamics
    1. The Quality Issue Is Front and Center – Industry Rallies to Educate Buyers
    2. Leading Edge Technology Helps Solve Some of the Quality Issues
    3. Social Networks and Communities Morph into Online Panels
    4. “Good Enough” Research Adds to Quality Problems
    5. B2B Panels Abound – Trade Publishers Get into the Act
    6. Custom or Proprietary Panels are an Industry Hot Spot
    7. Respondent Willingness and Engagement Is an Ongoing Concern
  • Essential Actions
  • Related Research

    • Tables & Figures

  • Table 1. Independent Online Panel Suppliers, Estimated Worldwide Market Size and Share, 2006-2008
  • Table 2. Top Six Independent Suppliers – Company Information at a Glance
  • Table 3. New Independent Entrants and Captive-Plus Suppliers – Company Information at a Glance
  • Table 4. Top Six Independent Suppliers – Online Panels at a Glance
  • Table 5. New Independent Entrants and Captive-Plus Supplier – Online Panels at a Glance

Companies Mentioned

  1. Authentic Response
  2. Centaur Media plc
  3. Communispace Corporation
  4. Confirmit
  5. e-Rewards, Inc.
  6. ESOMAR
  7. Facebook
  8. Frost & Sullivan
  9. GfK SE
  10. GMI
  11. Greenfield Online, Inc.
  12. Harris Interactive, Inc.
  13. Incisive Media plc
  14. Invoke Solutions
  15. Ipsos
  16. Knowledge Networks, Inc
  17. Lightspeed Research, Inc.
  18. LinkedIn Corporation
  19. Luth Research, Inc.
  20. MarketTools, Inc.
  21. Peanut Labs
  22. Reed Business Information UK
  23. RelevantView, LLC
  24. Research Now plc
  25. RFL Communications, Inc.
  26. Survey Sampling International
  27. TechTarget
  28. The Advertising Research Foundation
  29. The Nielsen Company
  30. Think Passenger, Inc.
  31. TNS Global
  32. Toluna PLC
  33. Vision Critical, Inc.
  34. Vovici Corporation
  35. Western Wats
  36. YouGov plc