Erlina directs panel operations for NORC’s AmeriSpeak^® panel, with responsibility for panel recruitment, retention strategies, operational processes, and overall budget management. She brings nearly 25 years of experience in market and survey research, combining deep operational expertise with a strong understanding of client and study needs. Erlina specializes in building and sustaining large-scale, probability-based online panels and supporting complex longitudinal research through rigorous operational design and continuous improvement.

At NORC, Erlina leads the development and implementation of panel recruitment and management rules, communication strategies, and operational workflows that support AmeriSpeak’s methodological rigor and representativeness. Her work includes translating panel policies into technical documentation, designing and maintaining key panel performance metrics, and leading experiments to identify and scale best practices in recruitment, retention, and engagement. She has experience supporting studies using mail, telephone, online, in-person, and mobile data collection modes.

Prior to joining NORC, Erlina served as vice president at GfK, where she oversaw all operational aspects of KnowledgePanel^®, one of the nation’s largest probability-based online panels, as well as multiple client-funded custom panels. In this role, she led large operational teams, managed complex panel infrastructures, and partnered closely with research and client teams to deliver high-quality survey data across a wide range of studies.