An online panel is a group of selected research participants who have agreed to provide information at specified intervals over an extended period of time.

A panel can be distinguished from a database in the following ways:

• Its members are asked to provide additional information about themselves and their household, such as demographics, ownership and lifestyle information
• an ongoing relationship exists with the panel brand
• there is often a systematic reward mechanism unique to the panel
• the members do not receive direct marketing messages as a result of their membership.