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Multicultural Research: Top 3 Things You Should Know

Multicultural Research: Top 3 Things You Should Know

According to a 2017 American Community Survey, one in seven US residents are foreign born. In Canada, that number is even higher. At the time of the 2011 National Household Survey, 1 in 5 Canadians were born outside Canada. This large influx of new US and Canadian citizens represents a prime marketing and sales opportunity for North American brands looking to grow their market share in an established and at times crowded market.

The increased importance of brand visibility and awareness amongst newcomers has turned multicultural marketing into somewhat of an arms race. Brands now seek out new advertising and marketing channels that provide high levels of exposure to newly landed or soon to arrive immigrants. Airports, Visa offices, and even partnerships with brands abroad are all opportunities that have been pursued in recent years to varying levels of success.

Brands are now understanding the importance of being first to market, and that making an impression with newly landed immigrants can have a noticeable impact on market share. However, what’s being lost in the mix is messaging and value.  Does the message of your advertising correlate with newcomers’ values and belief systems? Is the messaging relatable and does it speak culturally to those viewing the ad?

In order to create a great marketing campaign, you need the insights to support it.  That’s why multicultural research has become more important than ever.  Here are 3 things to consider when designing and executing your research campaign.
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Consider your sample makeup.

We tend to think of newcomers holistically, but every immigrant has a story, a different path to North America and background with his or her own set of beliefs and cultural shopping behaviours.  That’s why it’s important that your sample set is as representative of the newcomer population as possible.  Things to consider include tenure and acculturation levels, country of origin and regional segmentations within country.  The closer you mirror your sample to representation, the more accurate your results.

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Think about regional and cultural biases

Each country is unique and even within country there are regional and cultural biases.  The opinions and cultural beliefs of someone from the North of India is different than someone from the south, and someone who speaks Mandarin from mainland China will have vastly differently shopping behaviours than a Cantonese speaker from Hong Kong or Macau.  It’s important to take this into account when designing your questionnaire, ensuring that you provide different language options for those taking part in the study and that you’re tailoring parts of your questionnaire to speak to respondents on a regional basis.

Traditional Roles are Localized

In North America, we tend to view traditional gender roles as a thing of the past.  It’s now common place for both heads of the household to have full time jobs and to help around the house.  Although we view this to be true in North America, the same can’t be said for some other countries around the world.  It’s important to give consideration to who your intended purchaser is and how the roles of ultimate purchaser and decision maker vary from region to region.  For example, in most cases traditionally the man of the house has been the breadwinner for South Asian households, but the female is the ultimate decision maker for food prep and purchase.

A well thought out questionnaire and sample plan will go a long way in ensuring your study is as representative as possible, and that you’re gaining meaningful insights into your target audience.  As newcomers to North American continue to grow in size and they become a larger part of our population, we as market researchers need to do a better job of tailoring our studies to their individuality and to think about them more as specific sub segments as opposed to one large conglomerated audience.  Doing this will create opportunities for additional products and services to benefit those who are currently underserved, and in turn will aid brands in growing their market share in a crowded marketplace.

CATI IN 2019: Battling Declining Response Rates

The transition away from telephone interviewing is well underway. Online polls now make up the principal source of data on consumer opinion surveys, with CATI projects largely being relegated to B2B audiences, historic tracking studies and geographic areas that lack online representation.

online polling Although online has now become the preferred methodology for most due to its attractive price point, it still poses a lot of questions in the subjects of quality and representation. The absence of a clear set of standards for online research, in particular online polling, has led to many questions about the reliability of the results that are shared.

Whilst journalists are now more likely to cite online polls as a reliable source of data, it is still unclear in many cases how these polls are fielded, and if the sample composition is entirely dependable.

Of course, traditional live-interviewing telephone polls have been facing their own challenges as of late. As the cost of labor has increased, so too has the average cost per telephone survey, and as consumers turn away from landline phones in favour of cell phones, response rates continue to decline. To further complicate matters, phone response can vary greatly within different demographic groups.

phone survey There is substantial evidence that phone interviewing is inherently less biased than opt-in panels. For one, randomly dialling both landline and cell phones puts you in touch with a consumer that may or may not know about market research and hasn’t voluntarily opted into a research-based panel. Secondly, a phone approach provides access to segments of the population that are traditionally under-represented on online panels including younger males, visible minorities and senior citizens.

As consumers continue the trend of ditching their landline in favour of a cell phone only household, sample and interviewing techniques must keep pace in order to ensure that a CATI methodology remains representative and that response rates remain high.

Here are three things to consider when conducting your CATI project.

 

Cell Phone vs Landline

An RDD (Random digit dialling) approach is effective in some cases, but as households move away from having a landline in their home it’s now more important than ever to ensure cell phone sample is included in your sample mix. Based on the latest data, a 60% land line, 40% cell phone sample split is ideal. This blend will ensure that you’re reaching cell phone only households which tend to skew younger in age.

 

Maximizing Your Success with Targeted Audiences

Does your project contain visible minorities, or perhaps those who are considered to be affluent? You can dial blindly amongst the general population in the hopes that these individuals will fall out naturally. However, chances are that these audiences are more likely to have unlisted numbers which would not be included in general landline dialling. For these groups a targeted sample list approach might be best. Targeted sample lists contain appended demographic data which is sourced from 3rd party consumer lists and databases. This increases your chances of connecting with your desired audience and you can boost your overall target numbers.

 

Making Your Survey Relatable and User Friendly

In addition to targeted sample, it’s also important to consider the overall framework of your project to ensure that you are making it as easy as possible for participants to take part. If you’re dialling visible minorities are you using interviewers that speak the language? Are you dialling from a local number as opposed to a toll free number. Is the survey itself accessible?  The more relatable you make your survey to participants the higher participation and cooperation rates will be.

 

Some people say phone is dying. I prefer to look at is as a metamorphosis.  As consumers habits change, so too must our research practices and approach. At the end of the day, the goal is to ensure high quality response rates and by following the 3 steps above you’ll ensure that your phone projects continue to be well rounded and balanced.

 


About Chris Connolly

2018 Color headshot Chris Connolly, Vice President of Research Services at The Logit Group is persistently focused on providing superior value and experience for each client relationship. With over 20 years of industry experience serving in leadership roles for both technical groups and project management teams, he has a proven track record of success.

Top Three Research Lessons From Election Season Polling

With the Canadian Federal Election taking place on October 21st and the US Presidential election slated for 2020, it’s a perfect time for us researchers to reflect upon sampling, declining response rates, margins of error, and questionnaire wording for federal election polling surveys.

Those of you who are not researchers or analysts have probably been wondering, how truly representative are election polls, and can they still lend credibility to predicted election results in a world of declining response rates?

Looking back on previous elections and their results, it’s clear that there are important takeaways and learnings from how election polls are conducted.  These takeaways not only ensure that future election work is as representative as possible, but they also lend themselves to takeaways that can be transposed to other research projects.

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  1. Ask the right questions to the right audience.

Political polling highlights the importance of asking the right questions. The wording of both the questions and answers will affect the outcome in different ways. For example, here are some considerations:

  • Should you ask respondents for whom they will most likely vote for when the election takes place? Or who they would vote for if the election was held tomorrow?
    • Should your question use the first names of the candidates, as they will appear on the ballots, and/or should you refer to each candidate’s party affiliation?
    • Who are the intended respondents? (All registered voters? All adults of voting age? Anyone intending to vote? Only registered voters who voted in the past election?)

To answer any of these questions, you need to have some clear goals and objectives of why you are conducting the research. There are many types of political polls, and multiple reasons for conducting them. Trying to measure consumer or voter attitudes is different than trying to predict behaviour, which in turn is different from trying to forecast voter turnout.

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  1. First know the why, then determine which method will get you there.
    Most political polls are subjected to a huge amount of methodological analysis and critique. Was the poll conducted online or by phone? Did the pollster use live interviewers or automated dialing with interactive voice recordings? Was the sample selected through random digit dial (RDD) or targeted listings?

    Questions like these offer insights into the most important methodological challenges facing the research industry in a time of rapid technological and social change. It reminds everyone that the method is so important. The challenges are not just about qualitative versus quantitative or surveys versus focus groups, but also about design, fieldwork, respondent recruitment, data collection, statistical analysis, and interpretation.

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  1. Think about the story rather than the numbers.
    Search online for “elections results” and you’ll find a multitude of different polls released on a weekly basis. Most of the results are in alignment with each other, but a handful are notable in their approach because they make the story just as important as the outcomes.

    In those cases, the content is relevant, interest is high, and the stakes are made to feel huge. The story is moving, and it feels like you are one of those individuals they were reporting on. While every poll has the support from PR, marketing, and communication campaigns, it is always nice to see those select few polls that report on things, or from angles, that nobody else has explored yet.

    Conclusion

    When it comes to political polling, the aims and goals are so important that you need to know your approach before you even begin to start thinking about the method and the potential questions. However, once you have your direction, it becomes critical to do more than show the numbers—you must also show the story behind those numbers to make your content relevant and interesting… and to really resonate with your audience.


About Jake

Jake-Pryszlak_avatar_1546770824-400x400 Jake Pryszlak, 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.

Things to Think About When Conducting DIY Research

Smaller companies, especially start-ups, often face challenges because they lack financial security or specialist resources such as research leads. To make matters worse, when it comes to cutting costs, it’s the marketing and research budgets that are frequently the first to be reduced. Fortunately, however, the range of cost-effective tools now available should mean a lack of money and experience is no longer an excuse for even the smallest company to not conduct market research.

Across this industry, DIY (i.e. do it yourself) research tools are accessible, widespread, and sometimes even free! From designing a survey for your customers to programs for data report visualizations, there are automated programs online for you to use. However, as with any DIY project, there is still a number of things you need to think about when conducting your own market research.

Quick Results

With the right DIY tools, you don’t need to hire a research company or wait several months for results. Online research platforms mean the various tools and resources are at your fingertips—all you require is a bit of patience, time, and effort to create your own research. Thankfully, there are loads of different examples to help you to get started.

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Further, many organisations who work in the DIY research space are now moving into a SaaS (i.e. software as a service) type of model. This means they can offer their services and tools at cost-effective prices and speed.

Some things are ready for you already
Many survey tools now provide ready-made templates for different industries and scenarios, as well as automated reporting; they can also offer preselected panels for which you can pay online. All these companies have also invested a lot of money into the user experience, so it is simple and easy to conduct your own research in one place.

It can be cheaper (sometimes)
Did you notice the “sometimes” in brackets above? This qualifier is because you do have to take your time with DIY research, and you also have to think about what you really want to understand from your target audience. Without this patience or nuance, you could end up rushing the process and ultimately needing to spend more money to fix the issues you caused.

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When organizations or individuals know what they would like to understand, DIY market research can actually provide plenty of opportunities to be creative at a low price. The question is: Do you truly know what you’re looking for?

Being a step in front of your competitors
Not conducting proper market research is one of the main reasons why so many start-ups fail in their first five years. This is because they haven’t bothered to truly understand the audience to whom they wish to sell. Of course, the fact that not everyone conducts market research can be an advantage for you. To be honest, even thinking about conducting market research puts you a step forward of your competitors who don’t.

The information and insights you can gain from conducting your own market research will help you more even more steps ahead of your competition, if you frame your approach correctly. It’s the difference between a company that conducts market research to understand consumer thoughts and opinions… and a company that just goes off on a hunch or a rough idea.

Overall
More and more vendor partnerships are now being brokered in the DIY space, and the possibilities continue to be exciting as services and tools evolve.

For small companies (or even larger ones with limited budgets), it is important to remember that just because many tools are now automated, you need not rush through the process to find your answer. In fact, it actually means you need to take the same amount of time as you would have done if there was no automation—the speed will come in to play when you are collecting the data and then finding out the results that matter to you.

However, despite all the possibilities associated with DIY research, it should still ultimately be viewed as a complement to traditional full-service research. DIY is a great starting point and offers all the advantages mentioned above, but make sure you do not lose sight of your ultimate goal in exchange for using DIY methods.



About Jake

Jake-Pryszlak_avatar_1546770824-400x400  Jake Pryszlak, 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.

Getting the Best Out of Your Customer Satisfaction Program

In the last decade, there have been significant changes to how researchers define “customer satisfaction,” as well as how they use this metric.

Also known as CSAT, customer satisfaction measurement has evolved over time, largely spurred on by technology. It has moved from point-in-time to real-time, from anonymous to linked, and from brick-and-mortar to multi-channel. Throughout these changes, the basics behind a customer satisfaction program have remained essential—gather data to help a client turn opinions into actionable learnings and insight.

At Logit, we collect data in different ways, depending on the client’s customer database or research requirements. We offer the capabilities to execute different methodologies to reach different customer audiences, including phone interviews, online surveys, onsite interviews, and mail surveys.

When considering customer satisfaction surveys, you first have to think about the customer journey and put yourselves in their shoes. For example, how would you like to receive a survey? When would you like to complete a survey?

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The telephone interview has always been an in-demand service from clients who have contact lists. Nevertheless, we see declining participation rates. Fewer people want to take part in comparison to a number of years ago.

On the other hand, online surveys are rapidly gaining momentum. Depending on the survey length, this methodology can be relatively quick and error-free for the client and the participants. It’s similar when thinking about onsite interviews—we always recommend the survey length be no longer than five minutes. These types of interviews are great for clients who may not have a customer list, or for clients who want to understand the opinions of consumers who may not actually purchase a product from the store.

Depending on your data collection instrument (i.e. phone or on-site), it is always important to think carefully about the identity of the client and the values of the brand. At Logit Group, we ensure all interviewers are trained to represent the brand well.

Making it work
Once you have decided on your methodology, you still need to ensure that it is actionable for your customer satisfaction program.

Connect the dots
Consumer responses and their data must be connected to the specific transaction, if one was made. This means each function of the business can receive specific feedback.

Ask yourself: Are you being clear?
When I look at reports, I always think: “Is this data actionable, and is it written in language that easily understood?”

Data and reporting should be clear and simple to understand. Many clients actually provide real-time shared customer experience information to their internal staff because experiences can change from day to day, month to month, or season to season.

Pause for reflection
A customer satisfaction program should not be left alone for years but reviewed every six to 12 months to ensure it is generating ROI and actionability across the entire organization. You need to ask your internal stakeholders what they think of the tools and the dashboards offered. Their feedback allows you to make effective changes to your approach, making certain it is always relevant to the current state of business.

Things to think about…
Almost all organizations have a customer satisfaction program. From my experience, no two are the same and the ideal approach will be unique to each company and its stakeholders, both internal and external.

Once the CSAT program is in place, the data is used to help evolve your products or services, you still need to ensure your customers understand what is being changed and why. Again: Never forget the customer journey. They are taking time out of their day to help you, so if you have altered something because of their feedback, then you need to make sure you not only tell them what actions have taken place because of their opinions and close the loop, but also thank them for their participation and feedback.

 


About Oscar
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Oscar Fernandes serves as the VP of Sales & Client Services at Logit. For over 25 years he has helped his clients execute successful CSAT programs, both online and over the phone.

Top Four Tips for Boosting Sampling Response Rates

It might sound obvious, but your sample is the most important part of your market research project.

Too often, it seems like the survey participants’ experiences and opinions of market research are somewhat overlooked. However, our industry relies heavily on individuals giving up their own time and effort to respond to long questionnaires. If they don’t enjoy the experience or gain any benefit, then why should they bother participating?

Businesses rely on customer data to guide their decision making and provide a sense of direction when making a change in terms of a product enhancement, service overview, or even a new product range. Therefore, reduced response rates ultimately mean less insight or fewer data-driven outcomes.

How can you help your participants enjoy the experience of giving you feedback?

 

1. Treat people the way you would want to be treated

It is important to ensure your research invitations and reminders clearly outline what you are asking. This may include information on why you are conducting the research, incentives on offer (e.g. gift cards), and an explanation why their feedback will be so valuable.

You should try to personalize communication to an individual as far as possible with the resources you have available. For example, most email marketing tools allow you to directly customize how you address emails to individuals rather than impersonal form letters.

Far too often, researchers leave participant communication to the bottom of their list of priorities. I think this is totally wrong. Ask yourself whether you would complete a particular survey if you yourself received the email you’re about to send.

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2. Go mobile

So many people in the industry mention the use of mobile surveys that it must get boring to always read about it! Still, the reason we all say it so much is because we still continually find surveys that have not been mobile-optimized and are not responsive to being answered on a phone or tablet. It can be challenging to get participants to complete a survey while they are watching TV, and an even bigger task to convince them to answer your questions when they are hard to read on a cellphone screen.

We know a high proportion of individuals are “second-screen watchers,” which means they may be watching TV while also texting on their phone. By making a survey mobile-optimized, you increase the likelihood of someone completing it as a second-screen experience instead of never bothering to take part.

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3. Never be boring

Can you remember the last time you wanted to complete a survey that consisted of 40 questions? I can’t… and I am sure your participants feel the same way.

Neither researcher nor participant benefits from excessively lengthy and tedious questioning in either qual or quant research. When survey participants are bored, they are more likely to flip through the survey questions, rush and give false answers just to complete it. Having a seemingly endless list of questions also increases the likelihood of dropouts throughout the survey, negatively affecting your representative sample.

You should be developing short and lean surveys that take participants less than five minutes to complete. This can give you the essential information you require while also increasing the likelihood of a large sample size because of the short length.

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4. Don’t sit on your feedback

After completing a quantitative survey that has a sample size of 1,000+, the worst thing you could do is just ignore all that feedback and not act on any of the new intelligence.

Participants want to feel valued—not just from a gift or reward point of view, but also emotionally. They want to know whether or not their feedback has truly helped, and they really want to see what you, as a brand, will do with the insight and opinions they shared. Offering participants feedback allows them to see the true value of completing a survey or a piece of research for you. It means they will be far more likely to take five or 10 minutes of their own time to complete something for you again.

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Conclusion

By making surveys short, sharp and to the point, you give participants less work to do and your business still gains valuable data and information. The four tips outlined in this article are only a handful of ways to boost response rates. However, implementing even one of these suggestions will help improve the research experience for your participants. Happy and rewarded participants mean quality data outcomes for you that can lead to data-driven decision making.


About Jake

Jake-Pryszlak_avatar_1546770824-400x400 Jake Pryszlak, 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.