A panel company acts as the intermediary between a business looking for survey respondents and the respondents. These companies have an established consumer base at their fingertips and can filter through would-be participants based on the specific demographics a brand requires, allowing companies to reach extremely niche audiences for specific brands and services. They also provide an online cross-section of respondents across many consumer classes for businesses wanting to feel out new areas for product development. It is important to note that they may charge an upfront fee for screening and also assess a fee per completed survey.