Janensch admits the cost of utilizing one of Greenfield s specially configured panels to extrapolate and evaluate consumer loyalty indicators can be expensive. But, as Greenfield s proprietary technology can be overlaid and coded with data for such specific factors as propensity for technology, and lifestyle purchases using matrices like Spectra-coding developed by Chicago s Spectra Marketing, or Forrester Research s matrix of propensities, subsequent research can be expedited and costs lowered. Like anyone else online, Greenfield experiences its own degree of churn, losing participants regularly. But Janensch says the company also adds between 2,000 and 3,000 panelists daily, with many members willing to stay for long periods of time even though selection for a particular panel means completion of lengthy questionnaires. She thinks Greenfield gets and keeps its panel members because of its stringent policy of maintaining the volunteers privacy by never revealing its list.
Privacy is a big factor in creating loyalty.
Claudia J. Martin is a freelance writer based in Oakland, California.