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Global Research Panels
Summary
- Launch: why Airbnb created the Global Research Panels, the key decisions and the internal alignment required for launching the first version of the Global Research Panel
- Process: detailed look into the current version of the Global Research Panels, including the mechanics and tools used to manage it
- Impact: demonstration of ways the Global Research Panels have provided value over the past two years at Airbnb
- Evolution: see how the Global Research Panels has grown through six iterations so far and the vision for the Global Research Panels program going forward
Key Insights
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Airbnb’s research panels focus on qualitative, not statistically significant, feedback from global users across 60 countries in 11 languages.
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The panels were created to solve the gap of quick access to non-English speakers for product research, as most researchers operate primarily in English.
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Early pilot panels included a mostly English-speaking group in Sydney and a non-English pilot in Tokyo.
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Participants commit to six months with a reward equivalent to $400 US purchasing power, adjusted per country, paid in two parts and contingent on participation.
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Qualtrics’ Target Audience product was chosen for panel management due to existing relationships and capabilities.
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Human translation for surveys and responses is preferred to maintain quality, though machine translation is used occasionally for urgency.
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Panels evolved from complex mechanisms with prototypes and online discussions to simpler survey and remote interview formats to improve operational efficiency.
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Smaller panel sizes (~90 per market) allow for qualitative insights, focusing on proportional representation aligned to Airbnb’s user base in each market.
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Non-research teams at Airbnb have started using the panels for quick feedback without needing to recruit or handle NDAs themselves.
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Future ambitions include expanding live multilingual interviews and integrating more diversity and accessibility data into participant profiles.
Notable Quotes
"Our research operations team’s mission is to let researchers focus on research without worrying about operational details."
"Half of Airbnb’s traffic is from non-English devices and 80% of bookings involve at least one party outside the U.S."
"We ended up piloting a group in Tokyo for non-English speakers, which was key to testing the language challenge."
"Participants are paid based on purchasing power parity — $400 USD equivalent spread over six months for active participation."
"We decided to limit panel access initially to the research team but are exploring expanding to other teams."
"We run a two-week cycle now because translations back and forth require more time for quality."
"The panels are primarily qualitative tools and not meant for statistically significant quantitative research."
"We send out surveys weekly, but respondents have two weeks to answer, accommodating different time zones and bandwidth."
"The panels help researchers test assumptions, check cultural sensitivities, and quickly iterate globally."
"Non-research teams can use the panels easily — one program manager arranged interviews with hosts in 6 countries within a week."
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