Warner Music: Administration and operation of an online market research panel

One of the Warner Music Group’s principles is “Know our customers”. The company’s target group is extremely varied and extends from primary school pupils right up to pensioners. A reliable database is therefore needed for customer- orientated marketing. With EFS Panel from Globalpark, Warner Music has set up its own market research panel which continuously enables quick customer feedback with a high response ratio.

Structure of the panel

By setting up the customer panel, Warner Music has been able to draw on its own experience with cross-media sales and marketing channels: participants were recruited via different media over a one month period.

More than 10,000 of these “expert users” now help Warner Music assess retail outlets, judge songs, videos and CD covers before publication and in analyze the layout of advertisements. Their participation in surveys is rewarded with high-quality incentives. EFS Panel enables panelist incentives to be controlled via a bonus system, which awards points to participants. These points can be redeemed against digital prizes, for example music downloads. However, the main motivation of participants is that their expert opinion is not only valued but influences the development of one of the most important suppliers in the music market.

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