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Archive: July 31, 2019

Please Welcome Brendan Sammon – Vice President of Client Development

Toronto, ON, July 31, 2019

Brendan Sammon joins The Logit Group Inc.

The Logit Group, one of North America’s largest independently owned market research execution and data collection firms is proud to welcome Brendan Sammon, who has joined the team as Vice President of Client Development.

In his new role, Brendan will be responsible for increasing Logit’s client base in the US marketplace as well as overseeing new and strategic sales and growth initiatives.

“I am extremely excited about Brendan joining our Logit team”, said Managing Partner, Sam Pisani. “Brendan’s research acumen and partnership-based approach to client relationships fits in perfectly with our company’s philosophy.  Brendan’s confidence in assessing and employing a wide range of methodologies in order to help execute each client’s research objectives will further bolster Logit’s ability to help our clients succeed. We look forward to Brendan being an integral part of our continued US expansion.”

With over 30 years of MR and data collection experience, with notable stints at both SHC Universal and Olson Research, Brendan has become a well respected and invaluable asset for his co-workers, clients and the MR industry overall.

Headquartered in Toronto, with offices across North America, Logit is widely regarded as one of the top innovators in research execution services, combining a highly experienced team with a unique mix of innovative and proven approaches to solve complex data collection needs for their clients.

Do Try This at Home: Understanding the Benefits of IHUT

For more than 25 years, Logit Group has worked in quantitative and qualitative research, but our areas of expertise go beyond traditional online sampling to areas like in-home usage testing (IHUT). If you’re not familiar with this method, it’s a really cost-effective way to test your product with real people before moving forward with a full-scale product launch.

Testing The Market Before You Hit The Market
There are risks in creating a brand-new product without testing anything. When using IHUT, you have the opportunity to ship products to participants to use at home before you hit the traditional markets. Their feedback is gathered using various means such as follow up telephone or online surveys, or even in-person interviews. This way, individuals are fully engaged in the whole process from start to finish. Since IHUT relies on a real-life environment rather than a controlled market research scenario, it is more likely to result in actual outcomes on product satisfaction, usage, and potential improvement areas.

applying makeup

How Logit Conducts IHUT

When we do IHUT work with a client, we recruit respondents via an online panel that fits a particular desired market segment—the target audience. After respondent selection, the products are then sent to the participants. At different times during the usage period, participants receive an invitation to fill out an online questionnaire or a different type of feedback tool.

One of the surveys may capture the participants’ first impressions and experiences with the product after the first week. A final questionnaire can help determine the experiences and satisfaction with the product in detail, as well as help identify areas for improvement. We recently conducted IHUT work for a national Dairy company company that wanted to understand what consumers thought of its packaging and product taste. The research included two different phases—an eye-tracking exercise and a packaging assessment. We invited 500 product users to participate in the 25 minute in-person test. 375 concept acceptors were given product to take home to understand any changes in their satisfaction and acceptance of the product.

Using the IHUT methodology, Logit Group was able to understand participants’ first impressions, appeal, and purchase intent. As part of some performance accept/reject analysis, we could track results over time to understand changes in consumer preferences and opinions in relation to how long they have been using the product.

data

The Uses of IHUT In Further Research

Overall satisfaction, as well as more pinpointed satisfaction on specific product features, could be measured to provide first insights into potential areas of improvement. In the case of a longer usage period and multiple questionnaires, levels of satisfaction can be measured over time. To focus on potential areas for improvements, I always like to recommend open-ended questions to then really dive deep into what the participant is thinking about a product.

Throughout the IHUT process, data is being analyzed to provide clear, relevant results and recommendations. By the end of the research project, the goal is to know exactly whether or not your product is truly ready for full market launch or requires additional improvement, as well as its potential in terms of acceptance and how to best position it within the market space. IHUT can also help you understand whether there are any geographic differences that you need to think about when marketing and launching your product.

When working with highly skilled analysts like those at Logit Group, IHUT allows you to understand some of the most important checks on your product before launch by means of real-life opinions, comments, and data.


About Aref

Aref Munshi As Vice President, Sales & Research Services for The Logit Group, Aref Munshi’s main responsibilities include, managing existing clients. He has been providing qualitative and quantitative support services to clients across the healthcare, consumer & business industries. With over 30 years of data collection experience, Aref’s strength is his holistic market research skill set. From client services, to operations, Aref is the perfect client advocate and research problem solver. He has held senior management roles at two of the larger data collection companies in Canada. First 25 years at RIS Christie and the last 7 with The Logit Group.

Should you combine Quantitative and Qualitative research?

When undertaking a research project, the first question people often ask is whether to conduct quantitative or qualitative research. However, both of these methodologies actually complement each other! In other words, while it can be useful to think of them as single approaches, there are also times when you should combine them for even clearer data.
Difference-between-Quantitative-and-Qualitative-Data

 

What is Qualitative Research? 

Qualitative research, or “qual,” seeks in-depth, freeform answers from respondents either in person or via open-ended responses. As recently as only five years ago, I would have said this was usually carried out with small groups in the form of in-person focus groups, telephone interviews or detailed surveys with free-text responses. Things have changed. While qualitative can still be conducted in person, the vast majority of qual is now done online. (As I’ll explain later in this article, this allows someone to conduct qual research at a quantitative scale.) 

 

images Qual research is often a go-to method for an insight department trying to gather anecdotal views and opinions. It offers a deeper understanding, with the ability to explore topics in more detail., which would usually come about via unprompted feedback. Qual can be a great approach for anyone looking to expand or start a brand-new product line because it allows you to gain honest responses and comments from your target audience.

 

Three to five years ago, you could argue that qualitative research was hard to measure, but there are so many different tools out there to analyze open-ended comments (as well as video responses!) that clients can receive results within hours of their research project getting underway.

 

The only thing I do find potentially difficult when conducting qualitative research is its statistical robustness. This is because you are generalizing to your broader audience, rather than having thousands of data points to analyze.

 

What is Quantitative Research? 

 

On the flip side, quantitative research is, as the name suggests, all about the numbers! It tends to involve a large group of people (usually at least several hundred, but often thousands) completing a survey. While the approach is heavily numerical, this also means the results are clear and are harder to misinterpret. The survey can also be easily repeated and you can reliably track changes over time, such as in a tracker study. Then comes the analysis of your data—as you are asking closed questions, your data can be collected more quickly. 

images (1) However, dealing with numbers means you need a large sample of the population to deliver reliable results. The larger the sample of people, the more statistically accurate the outputs will be.

 

I always like to remind researchers that when they are creating online surveys, the wording is crucial. To be confident in the results of quantitative surveys, you have to be confident that you’re asking the right questions, in the right way, with the correct answer-options included.

 

Final Thoughts

Quantitative and qualitative research both have their place in market research, and a blended approach should be carried out whenever you’re extending product lines or launching something new because it can give you a holistic viewpoint on what your customers are thinking, rather than just from one data point. Both methods can work hand-in-hand; brands can use qualitative research for developing concepts and theories, and quantitative for testing pre-existing ones.

 

You can also use freeform qualitative research to guide the creation of more structured quantitative surveys. Following quantitative surveys, turn to qualitative to better understand the context of the responses! There are so many opportunities!

 

Technology advances like open-response video and heat mapping also mean that qualitative research is getting closer to the quantitative price point. As a result, more and more organizations are able to use both approaches during their work.

 

You no longer have to choose a methodology based on cost because there is now value for the money within the sector. The real question you should be asking is not over which approach but rather how to best use both to provide insights that can have an impact on the bottom line.


About Jake

Jake-Pryszlak_avatar_1546770824-400x400 Jake Pryslak, commonly known as the Research Geek, is a 3-time award-winning market researcher, blogger and speaker. He’s a current Forbes columnist who is active across a plethora of social media channels. His aim is to share his market research knowledge with others in the industry. You can find his blog and social media channels here.

Using Chatbots for Your Market Research

Using Chatbots for Your Market Research

Are you familiar with chatbots? The basic concept is a computer program designed to have actual, realistic conversations with people over the internet. The technology can be so realistic that you may have chatted with one while using a website and not even realized it wasn’t human.

These bots might sound like they’re straight out of a science-fiction future, but they’re already widely used. In other words, if you’re wondering today whether or not your business should consider using a bot down the road, then you’re asking yourself the wrong question. Using chatbots and other inclusive research methodologies isn’t a strategy for tomorrow—it’s already a strategy today.

Clever use of chatbots on a website can be critical for brands looking to establish real, genuine connections with consumers through technology. Unfortunately, market researchers tend to have a terrible habit—we often are quick to grab on to new ideas but are not as quick to implement them in a practical manner. 

There’s no need to overcomplicate it. A bot or an inclusive survey methodology is nothing more than a computer program that automates certain tasks, typically by chatting with a consumer through a conversational interface.

The most advanced conversational bots are powered by artificial intelligence, helping the program to understand complex requests and personalize responses. You probably have already taken part or used a chatbot or something similar via Facebook Messenger, WhatsApp, WeChat, Viber, or numerous other websites.

The chatbot survey experience requires you to rethink the survey process. Messenger-type chats between humans or between bots and human are generally short, to the point, and designed to gather as much information as possible in a short period of time. This is counter-intuitive to general online market research methodologies, where we continually develop longer and more complicated surveys. However, the industry is beginning to recognize the importance of respondent experience as cooperation rates start to fall.  chatbots

When to use chatbots

When thinking about data collection, chatbots have limitations like any other methodology. Just as a mobile interface is not well-suited to many of market research’s staple question types (e.g. matrix, sliders, and lists), a chatbot through a Messenger-type app will suffer the same issues to some extent. However, the types of questions and the language you use when talking to someone via an app should be very different from a general opinion survey. 

One area for which chatbots seem particularly well suited is in mass qualitative research. In terms of thinking about natural language and opinions, chatbots have the ability to probe deeply, similar to a human moderator or a face-to-face interview.

When taking into account the cultural differences in conducting research in multiple states, a chatbot can actually ‘learn on the job’ by using the responses it receives to generate other intuitive responses and probes. This approach is something that could be missed using non-bot means—especially from a tired human moderator or one-on-one interviewer!

Final thoughts

Chatbots and other inclusive market research methodologies are not new to the market anymore. They are being used throughout many industries, from collecting email addresses to conducting market research. Just like every data collection technique, chatbots and other inclusive methodologies have forced the industry to adapt and ultimately provide us with another tool to use.


About the Logit Group

The Logit Group is a leader among data collection firms, and our ongoing commitment has been to develop and administer industry-best technologies as the basis of our research execution. We offer online and offline services including; Global Panel SourcingB2C Phone ResearchMall InterceptsIn-depth interview (IDI) recruitmentFocus group recruitmentcustomized reporting, and more.

For a full list of our services, please visit our website here and to submit a bid request, please see our Bid Request form.

Portrait of Steve Male VP Business Development at the Logit Group