[ press Release ]
KNOWLEDGEPANEL® BECOMES A REGISTERED TRADEMARK OF KNOWLEDGE NETWORKS
Only online panel to cover population without Internet access, demonstrates KN's commitment to highest standards of survey accuracy
Menlo Park, CA; June 23, 2008: Knowledge Networks (KN) has been granted a registered trademark on the term KnowledgePanel®, the name of its statistically valid and uniquely accurate online panel.
The registration establishes Knowledge Networks' legal ownership of the KnowledgePanel® name for market research and related businesses; it shows that the panel has established a distinct identity in the marketplace, and that KN's claim to the term has been established through consistent and long term use.
Unlike volunteer online access panels, which anyone can join, KnowledgePanel® is representative of the U.S. population because participants are chosen through statistically valid sampling. Knowledge Networks enables non-Internet consumers to participate in KnowledgePanel® by providing them with a personal computer or an MSNTV unit, as well as free connectivity.
The result is research that includes the roughly 30% of the population that is not Internet-enabled – a percentage that has remained stable for several years. In addition, Knowledge Networks takes measures to encourage participation by the 45,000-plus members of KnowledgePanel®, including a toll-free helpline providing "live" assistance with survey questions and newsletters that enhance the panelist experience.
In contrast to volunteer access panels, whose results marketers are now questioning, KnowledgePanel's sample recruitment and panel maintenance efforts mitigate known sources of non-response and sample bias that can negatively affect the quality of survey results.
This exceptional commitment to accuracy and representativeness makes KnowledgePanel® ideal for helping clients create
- healthy consumer-brand connections
- effective marketing and advertising
- sound public policies
- accurate social science research
Because of its unique methodology and commitment to quality, KnowledgePanel® has been embraced by academic and federally funded researchers, who have been reluctant
to use volunteer online access panels because of their potential for bias.
"The Patent and Trade Office has affirmed that the name KnowledgePanel® is as unique and distinctive as our panel," said Patricia Graham, Chief Marketing Officer of Knowledge Networks. "We feel that knowledge only gives power when it is based on scientifically valid methods; providing knowledge that is at once highly relevant and impeccably reliable is the purpose of our company and KnowledgePanel®."
Knowledge Networks specializes in solving complex, high-impact problems, providing extraordinary quality and service to leaders in business, government and academia. We work closely with clients to create healthy consumer-brand connections, effective marketing and advertising, sound public policies, and accurate social science research. We have established respected practices in media, marketing, advertising, and government & academic studies. KN excels in study design, analytics, and custom panel creation; we deliver affordable, statistically valid online research through KnowledgePanel® – the only available probability selected, nationally representative Internet panel..
