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For over 20 years, The Logit Group has been a leader amongst data collection firms, and our ongoing commitment has been to develop and administer industry-best technologies as the basis of our research execution.

Our ambition is to collect accurate, consistent and valuable data for our clients. We’re methodologically flexible, which allows for us to match the ideal research design(s) and methods to each specific client engagement.

Our focus is not simply to collect data.  Rather, the pace, complexity and technological requirements of today’s market research drive us to be practitioners in the science and art of research execution.

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The Logit Group offers both consumer and B2B online panel sample. We have coverage in countries across the globe to maximize feasibility on each and every product and deliver results at an affordable price.

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CATI

Logit Group has been conducting CATI research for decades, we have an unrivaled ability to retrieve high quality B2C and B2B data from major and niche markets throughout both Canada, the US and globally.

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In Person Interviewing

The Logit Group has trained and experienced teams of face-to-face interviewers available in leading markets across Canada for mall and in-store intercept studies. Multi-lingual interviewers available.

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Qualitative Recruiting

Do you need high quality research to power your decision making? Let the Logit Group's IDI team open the door to greater insights and improved operations. Audiences include B2B and medical.

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Our Team

Sam Pisani
Managing Partner
As founder, Sam’s vision has always been to reinvent and reinvigorate data collection within the research industry. From building a dynamic team of research execution professionals, to staying on the forefront of technological, methodological and regulatory trends, Sam embodies the passion that the Logit team brings to research execution.
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Anthony Molinaro
Managing Partner
Anthony’s leadership and experience in all methodologies and statistics have helped grow The Logit Group into one of the largest research execution firms. A member of the MRA/Insights Association and a strategic thinker, Anthony has built a team of research professionals that have a passion for the execution of market research and advanced technologies.
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Paul Molinaro
Managing Partner
Paul serves as a Managing Partner for the Logit Group. Paul brings a wealth of financial experience to Logit from his days serving as an executive for one of Canada's largest banks.
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Tim Sinke
Chief Operating Officer
As COO, Tim plays a pivotal role, bringing people and process together to deliver results for Logit’s clients. In addition to working directly with a number of clients, Tim oversees all aspects of the company’s operations including project management, field operations, technology, programming, and data processing functions.
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David Attard
Senior Vice President, Field Operations
David is an accomplished field and operations professional with extensive experience in both CATI and CAWI methodologies. David first started at the Logit Group in 2004 as the Director of Field Services. David currently oversees production and logistics at each of Logit's North American centres.
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Agnes Klich
Vice President, Project Management
Agnes is one of the longest tenured members of the Logit team and currently serves as the Vice President of Project Management. Her dedicated team of project managers ensure that projects are completed on time, on spec and within budget.
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Aref Munshi
Vice President, Sales & Research Services
Aref`s strength is his holistic market research skill set. From client services, to operations across telephone, in-person and on-site methodologies, Aref is the perfect client advocate and research problem solver. If you are looking for face-to-face, telephone or on-line solutions.
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Oscar Fernandes
Vice President , Sales & Client Services
Oscar has over 25 years’ experience in market research especially in the areas of Project Management and Business Development. Before joining the firm in 2014, he held senior positions at Greenwich Associates/Corsential/Consumer Contact.
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John Wulff
Senior Vice President , Business Development
John’s 25 year career has been focused on quantitative market research data collection. Holding senior positions representing some of the largest and best quantitative Online & Offline data collection companies with operations based in North & Central America and Asia.
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Chris Connolly
Vice President, Research Services
Chris 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.
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Steve Male
Vice President, Business Development
Steve has over 10 years of market research experience having held roles in project management, field services and client facing roles. Some of Steve’s core areas of focus include the multicultural markets and IT decision makers.
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Clare Harrigan
Account Manager
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Natalia Rodriguez
Sales Team Administrator
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Hamish Brailey
Vice President, Field Services
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Victor Lindo
Vice President, Data Management
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Michael Churcher
Vice President, Information Technology
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Humayun Khan
Director, Data Services
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Boris Stoev
Programming, Team Lead
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"Logit’s focus is not simply to collect data. Rather, the pace, complexity and technological requirements of today’s market research drive us to be practitioners in the science and art of research execution."

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The Logit Group is a proud partner of the Cido global research network. With offices and research data collection experts in the US, Canada, Costa Rica, Germany, China, India, Hong Kong, Singapore, Vietnam and Indonesia, we support our clients with local insights and expertise, balanced by our global vision. The result is a research execution company that recognizes the need for global synergies and a consistent quality of brand experiences.

We will continue developing a successful international team that capitalizes on its synergies and shared knowledge. We will always learn from our international colleagues and allow each client’s personality to contribute to our culture and our identity. We will build and foster a culture of harmony, energy and positivity among our associates worldwide.

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From the Blog

There is strong opposition to opening the Canada-U.S. border within the next month, with the exception of Quebec where opinions are mixed.

Overall, there is moderate support for opening all provincial and territorial borders within Canada over the next month, without quarantine restrictions. Support is highest in Ontario and lowest in Atlantic Canada.

September 11, 2020

OPENING THE CANADIAN BORDER TO THE UNITED STATES WITHIN THE NEXT MONTH

There is strong opposition to the possibility of opening the U.S.-Canada border within the next month. In fact, seven in ten Canadian residents oppose this idea, including more than half who are in complete opposition. Opposition is strong across the Country, with the exception of Quebec where residents are more divided on reopening the border with the United States (53% support and 47% opposition).

Across the population, opposition is strongest among Boomers (75%) and females (73%). Likewise, resistance to reopening the border with our southern neighbour is stronger among Canadian residents who disagree with reopening inter-provincial/territorial borders (86%).

Despite strong opposition, Atlantic Canadians are modestly warming up to the idea of opening the border with the United States. A survey of Atlantic Canadians on Narrative Research’s East Coast Voice panel showed that opposition stood at 95% in early August (compared to 78% at this time).

Residents who oppose reopening the border with the United States were asked what it would take for them to support this idea. Overall, opinions are equally split between those who seek a consistent low number of COVID-19 cases in both countries, and residents who seek a sustained period of two weeks of no new cases in both countries. Very few say it would take a vaccine being made available to prompt them to support the opening of the Canada-U.S. border.

A few differences of opinions are noteworthy across regions and provinces. While opinions in the Prairie Provinces, Ontario and Quebec are divided between a consistent low number of cases and a sustained period of time with no new cases, residents of British Columbia and New Brunswick seek a consistent low number of cases, while in contrast residents of Nova Scotia and Newfoundland and Labrador seek a sustained period of time with no new cases.

OPENING PROVINCIAL/TERRITORIAL BORDERS WITHIN CANADA WITH NO QUARANTINE PERIOD WITHIN THE NEXT MONTH

Residents were asked if they support or oppose the opening of all provincial and territorial borders within Canada over the next month, with no quarantine requirement for national travellers. There is a sense of cautious confidence among the public, with a small majority of residents supporting this idea. More specifically, one-third (32%) completely support unrestricted travel for residents within Canada, with a further three in ten (29%) mostly in support. In contrast, four in ten (39%) Canadian residents express some level of opposition. Across the country, Ontario exhibits the highest level of support (66%), while support is lowest in Atlantic Canada (47%) where a regional bubble was established early in July and the incidence of COVID-19 has remained low in recent months. It should be noted that a mandatory quarantine period is currently required in the Northwest Territories, Nunavut, Yukon, Manitoba and the Atlantic Provinces for out-of-province/territory travellers, with some exceptions.

While support is more prevalent than opposition across key demographic groups, a few differences are worth mentioning. Support is higher among Gen Z (64%), Millennials (66%), and Gen X (62%) than among Boomers (57%). Likewise, males are more open to the idea than are females (66% vs. 57%). Perhaps not surprisingly, residents who support the opening of the U.S. border are more likely than those who oppose it to also support cross-provincial and cross-territorial border opening within Canada.

Residents who voiced opposition were asked under what conditions they would support opening the borders to all Canadian provinces/territories. Two factors hold equal weight, namely a consistent low number of COVID-19 cases in all provinces/territories, and a sustained period of two weeks of no new cases of COVID-19 across the country. Only four percent of residents who oppose unrestricted cross-provincial/territorial travel indicate that it would take the availability of a vaccine to change their opinion.

While opinions of residents of the Prairie Provinces are equally divided, the confidence of those in Ontario and Newfoundland and Labrador would most likely increase if there were a sustained period with no new COVID-19 cases, while residents of all other provinces would seek consistently low number of cases before supporting opening the borders to all Canadian provinces.

This survey was conducted online August 20-22, 2020, with 1,230 Canadians 18 years of age or older, from the Logit Group’s Canadian Omnibus. Fielding every month, the Logit Group’s COVID-19 Omnibus surveys Canadians to ask their opinions and behaviours related to topical issues. Results were analyzed by Narrative Research. Data was weighted based on the 2016 Census, by gender, age, and region to reflect these population characteristics in each province. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with CRIC Public Opinion Research Standards, a margin of error is not applied.

Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services.

The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.

Follow us on Twitter at @EveryNarrative and @LogitGroup

For more information, please contact:

Margaret Brigley, CEO, Narrative Research – 902.222.7066, mbrigley@narrativeresearch.ca
OR
Margaret Chapman, COO, Narrative Research – 902.222.4048, mchapman@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com

Canadian residents are moderately satisfied with governments’ response to the COVID-19 crisis, satisfaction is higher at the provincial level than at the federal level.

With the exception of Quebec, residents in all Canadian regions and provinces are less confident in the measures taken by their provincial government to combat COVID-19 than they were in May.

Canadian residents are appreciative of the provincial health care system during COVID-19, with the exception of Quebec where opinions are mixed.

Residents have confidence in the leadership of their provincial Chief Medical Officers in addressing the pandemic.

 

September 10, 2020

SATISFACTION WITH GOVERNMENTS’ RESPONSE TO THE COVID-19 CRISIS

As the Canadian situation with COVID-19 evolves, residents were asked to rate their level of satisfaction with the federal and provincial governements’ response. Overall, Canadian residents are satisfied with their provincial government’s actions to address the crisis (74% satisfied), while they rate the federal government less favourably in comparison (66% satisfied).

Several differences of opinions are noteworthy across provinces. Residents of NL, NS, ON and BC offer more positive assessments of both levels of governments than residents from other provinces. Of note, residents of the Prairie provinces (58% satisfied), QC (56% satisfied) and NB (64% satisfied) are most critical of the federal government’s performance, while satisfaction is highest in NL (82% satisfied) and NS (80% satisfied). Similarly, the level of satisfaction with the provincial government’s response is lowest in the Prairies provinces (61% satisfied). Opinions are relatively consistent across key demographic characteristics, although the level of satisfaction with the provincial government increases with age and it is highest among Boomers (81% satisfied).

CONFIDENCE IN MEASURES UNDERTAKEN BY GOVERNMENTS TO COMBAT COVID-19

Since May 2020, there has been a significant decline in residents’ level of confidence in measures undertaken by the provincial governments to combat COVID-19, although two-thirds of residents (65%) continue to express high confidence, as evidenced by ratings of 7-10 on a 10-point scale.

By region, residents of the Prairies exhibit the lowest level of confidence (49%) and the sharpest decline since May. By contrast, a small improvement is noted in Quebec.

Residents were also asked this time around how confident they are in the measures taken by the federal governement to combat COVID-19. While overall nearly six in ten residents (57%) express some level of confidence, opinions vary across the regions and provinces. The level of confidence in the federal government’s actions is highest in NL , followed by NS  and ON.

RATING OF PROVINCIAL HEALTH CARE SYSTEM DURING COVID-19

To understand the level of public confidence in health services, residents were asked to rate on a scale of 1-10 the health care system in their province during COVID-19. While Canadian residents overall are moderately positive towards their health care system (59% offered a positive rating of 7-10), differences exist across regions and provinces.

More than seven in ten residents in BC (78%) and ON (73%) rate the health care system positively, providing a score of 7-10. Residents of Atlantic Canada (69%) and the Prairie provinces (61%) are more critical in comparison. Opinions of the Quebec health care system are clearly divided, with over a third of residents offering no opinion, and the remainder being split between low ratings of 1-4 (26%), moderate ratings of 5-6 (14%) and high ratings of 7-10 (23%), for an average rating of 4.9 on the 10-point scale.

CONFIDENCE IN LEADERSHIP OF PROVINCIAL CHIEF MEDICAL OFFICER OF HEALTH

Canadian residents were asked to rate their level confidence in the leadership of their provincial Chief Medical Officer of Health to combat COVID-19. Overall, two-thirds of Canadian residents express confidence, as evidenced by ratings of 7-10 on a 10-point scale. Across the country, confidence is highest in NL (88%) and BC (75%), while it is lowest in the Prairies (61%).

This survey was conducted online August 20-22, 2020, with 1,230 Canadians 18 years of age or older, from the Logit Group’s Canadian Omnibus. Fielding every month, the Logit Group’s COVID-19 Omnibus surveys Canadians to ask their opinions and behaviours related to topical issues. Results were analyzed by Narrative Research. Data was weighted based on the 2016 Census, by gender, age, and region to reflect these population characteristics in each province. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with CRIC Public Opinion Research Standards, a margin of error is not applied.

This is the second of three research summaries that will be provided within the week. Watch for further details on Canadians’ perceptions and behaviours related to the COVID-19 pandemic.

Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services.

The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.

Follow us on Twitter at @EveryNarrative and @LogitGroup

For more information, please contact:

Margaret Brigley, CEO, Narrative Research – 902.222.7066, mbrigley@narrativeresearch.ca
OR
Margaret Chapman, COO, Narrative Research – 902.222.4048, mchapman@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com

Top 5 Emerging Tech Trends in Market Research

It’s hard to believe that there was once a time when research was collected using a pen and paper. The last 10 years have seen the research space evolve at breakneck speed, largely thanks to improvements in technology and the way in which we store and access data.

Emerging tech has spawned new companies, methodologies and ways of collecting and reporting on insights, in turn forcing companies within market research to collectively look at ways to improve their own research practices.

Leveraging technology has made research more economical and has allowed us to expand the scope and magnitude in which insights are collected and analyzed. As a result, the playing field has been levelled with the introduction of DIY tools and other data driven products and services.
The question then becomes, what’s next? Where does research evolve from here and what do we need to do as an industry to be ready for its arrival. In this article we’ll look at the top 5 emerging tech trends that you need to be on the lookout for.

Blockchain
When most of us think of blockchain we think of cryptocurrency, and while it’s been its biggest implementation to date, blockchain presents far more possibilities to the research space then just the option to pay out participants in bitcoin.

Blockchain is about building a secure global trust network that is verifiable through the creation of transactional transparency. Imagine a world in which panelists and data can be verified through blockchain technology, going far beyond a simplistic hashing system.

Although practical usage in MR is quite limited at the moment, larger companies such as IBM and Mastercard are currently implementing blockchain as a practical application to reduce fraud and security risk.

Artificial Intelligence
Out of all of the items on this list, AI has gotten the most traction to date. It feels like almost every MR article and webinar has at least one reference to the subject. From AI based moderators to automated analytics and reporting, almost every aspect of a product lifecycle has received automation in some form or another.

The benefit of using AI is that it leverages the knowledge and data of countless other outcomes while at the same time reducing manual interaction and time spent on a project.

The good news about AI is that it’s becoming cheaper and more intelligent by the day, and with large companies like Tesla and Amazon leading the charge, it’s only a matter of time before automated projects become the norm as opposed to the exception.

Internet of Things
It’s becoming rarer and rarer to find a home that doesn’t include at least one smart product. Almost 70% of US homes now have at least one smart device, and of those, 60% either have at least a second device or would be open to purchasing additional devices.

Smart homes bring smart opportunities and provide additional avenues for both passive and interactive data collection. With it come the challenges and questions of how do we design questionnaires to be used with smart home voice assistants? What are the privacy concerns and restrictions of data monitoring and collection?

It’s hard to imagine, but there may come a time in the future where we no longer have to ask a consumer what they purchased at the grocery store. Their smart fridge will natively share that information with us, providing real time, detailed, accurate information.

Hybrid Methodologies
Methodology used to and still does to an extent play a critical role in how we engage with audiences for the purposes of research. However, as time goes on, the line between methodologies have blurred as audiences have adopted new means of communication.

SMS, social media and voice assistants have replaced land lines, faxes and mail as modern day information conduits. As a result, MR has had to adapt and find ways to utilize these channels to reach modern day consumers.

As we look to the future, the question is going to be how to we further leverage these opportunities and create sustainable products and services that incorporate these channels.

Non-MR Trends
The last MR trend is not an MR trend at all yet. It’s being utilized in another industry that has absolutely nothing to do with market research. It’s important now more so than ever to keep a watchful eye on other industries, looking for new ideas and inspiration that will serve as the innovation for creating the next wave of MR tech trends.



About Steve

Portrait of Steve Male VP Business Development at the Logit Group

Steve has over 10 years of market research experience having held roles in project management, field services and client facing roles. Some of Steve’s core areas of focus include the multicultural markets and IT decision makers.

There is a strong desire among Canadian residents for an improved level of care in long-term care facilities.

  • A systemic review of long-term care facilities, notably in terms of management and level of staffing, is considered paramount.

 September 2, 2020

With many long-term care facilities across the Country having been severely impacted by COVID-19, Canadian residents were asked to what extent attention needs to be afforded to this area of the health care system.

An overwhelming majority of residents (91%) across the country are looking for a review of the current situation, including nearly two-thirds who believe that changes are needed to ensure a consistent and high level of care is provided at long-term care facilities. This is clearly considered a priority, as opinions are consistent regardless of whether or not respondents have a family member living in a long-term care facility.

The manner in which long-term care facilities are managed is also clearly perceived to be problematic, with nearly all residents (90%) of the opinion that change is needed in that regard. Likewise, increased staffing is generally perceived to be required to address the situation (83% agree).

Those who may have been more closely impacted, directly or indirectly, by the COVID-19 crisis in long-term care facilities voice a stronger desire for change to happen, for a review of management practices and for increased staffing. This includes residents of Quebec, where the situation in publicly-run residences has raised concerns about systemic issues in these facilities. Similarly, females and Boomers (those aged 55 years or older), who are more often known to be natural caregivers, are more likely than males and younger residents to voice a desire for the situation to be assessed and improvements to be made.

It is worth noting that while staffing levels are considered problematic across all provinces, it is less prevalent in the Prairies, where just seven in ten consider this to be a core issue.

About one in seven Canadian residents report having family members living in long-term care facilities. This proportion is highest in the provinces of Ontario and Newfoundland and Labrador.

This survey was conducted online August 20-22, 2020, with 1,230 Canadians 18 years of age or older, from the Logit Group’s Canadian Omnibus. Fielding every month, the Logit Group’s COVID-19 Omnibus surveys Canadians to ask their opinions and behaviours related to topical issues. Results were analyzed by Narrative Research. Data was weighted based on the 2016 Census, by gender, age, and region to reflect these population characteristics in each province. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with CRIC Public Opinion Research Standards, a margin of error is not applied.

This is the first of three research summaries that will be provided within the week. Watch for further details on Canadians’ perceptions and behaviours related to the COVID-19 pandemic.

Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services.

The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.

Follow us on Twitter at @EveryNarrative and @LogitGroup

For more information, please contact:

Margaret Brigley, CEO, Narrative Research – 902.222.7066, mbrigley@narrativeresearch.ca
OR
Margaret Chapman, COO, Narrative Research – 902.222.4048, mchapman@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com

The pandemic has given many Americans the opportunity to enjoy more quality time with family, cook, bake & relax more than usual.

August 31, 2020

While there have been many negative consequences of the overall pandemic experience, there are some positive outcomes that most Americans have experienced during this period of time.

With home isolation and social distancing in place, most Americans have been afforded the opportunity to undertake activities to a greater extent than is the case during their normal routine. Indeed, during the pandemic most have been able to spend more quality time with their families, bake and cook more than usual, relax more than usual, and read more than usual. Meanwhile, one-half have been able to sleep more than usual, while nearly one-half have been able to exercise more than they usually do. It is also positive to note that four in ten Americans report developing a new friendship or deepening an existing one.

Across the country, results are generally consistent. There are, however, some interesting differences across demographics. Those under the age of 55 are much more likely to note being able to spend more time with family, perhaps related to the fact that residents in this age category are ‘empty nesters’. Younger residents are also more likely to note developing a new friendship or deepening an existing one. Across all of the measured positive outcomes, higher income earners are more likely to have experienced each of them. Differences across education levels are also apparent, as residents with higher levels of education are more likely to have experienced being able to exercise and read more than normal.

This survey was conducted online July 29-31, 2020, with 1,000 Americans 18 years of age or older, from the Logit Group’s American Omnibus. Fielding every month, the Logit Group’s COVID-19 Omnibus surveys Americans to ask their opinions and behaviours related to topical issues. Results were analyzed by Narrative Research. Data was weighted based on the 2010 Census, by gender and age to reflect these population characteristics for the country as a whole. Results are also reflective of the country across regions. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with industry standards, a margin of error is not applied.

This is the fourth of four research summaries that will be provided within the week. Watch for further details on Americans’ perceptions and behaviours related to the COVID-19 pandemic.

Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services.

The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.

Follow us on Twitter at @EveryNarrative and @LogitGroup

For more information, please contact:

Margaret Brigley, CEO, Narrative Research – 902.222.7066, mbrigley@narrativeresearch.ca
OR
Margaret Chapman, COO, Narrative Research – 902.222.4048, mchapman@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com

In the coming weeks & months Americans are unlikely to undertake activities beyond their job or visiting the dentist.

• Americans are most likely to go to work in-person, if possible, and shop in-person for non-essential items, in the coming weeks and months. By contrast, only a quarter or fewer Americans are likely to take a flight or take a taxi, Uber, or Lyft.
• Although there is some uncertainty around what it would take for people to be more likely to undertake certain activities in the coming months, having strict cleaning procedures, having a sustained period of no new cases of COVID-19 in their state, strict social distancing, and having a vaccine available are all themes of importance.

August 31, 2020

LIKELIHOOD OF UNDERTAKING KEY ACTIVITIES IN THE COMING WEEKS AND MONTHS
Given the impact COVID-19 has had on routine in-person activities, Americans were asked their likelihood of undertaking a series of activities in the coming weeks and months, if possible. Results show that residents are generally not likely to go out for many activities. Nearly half would go to work in-person (46%), while a similar four in ten indicated they would be likely to visit the dentist for a routine cleaning/ procedure (41%), one-quarter would send their children to school (25%), and one-quarter would visit a physiotherapist or chiropractor (23%). Americans indicated that given the opportunity, they would be less likely to take a flight (20%) or take a taxi/Uber/Lyft (19%).

Perhaps not surprisingly, likelihood of going to work is higher among those under the age of 55, while it is also elevated among those that earn more each year, and those who have higher education. The same is true for activities like visiting a dentist, as those with higher incomes and education are more likely to partake. Across regions, residents are fairly consistent in their opinions on likelihood of undertaking activities.

WHAT IT WOULD TAKE TO MAKE UNDERTAKING THESE KEY ACTIVITIES MORE LIKELY
Americans with a low likelihood of undertaking any of these activities were asked what would make them more likely to do so. Results show that there is some uncertainty around what it would take to have them feel comfortable, but it will be crucial to have strict cleaning procedures in place, a sustained period of no new cases of COVID-19 in their state, and in some cases having a vaccine available. Looking at the activities residents are least likely to participate in, four in ten indicate having a vaccine available would increase their likelihood of taking a flight (39%), meanwhile three in ten would be more likely to take a taxi/Uber/Lyft if there were strict cleaning procedures in place (30%), or if their state had a sustained period of no new cases of COVID-19 (30%). Residents would be more likely to go to work if there were strict social distancing at that location (30%), or if there were a vaccine available (30%). Meanwhile, likelihood of visiting a dentist or a physiotherapist/chiropractor, would increase most if there were strict cleaning procedures in place (45% and 34% respectively). Meanwhile, Americans would be more likely to send their children back to school if their state had a sustained period of no new cases of the virus (45%).

LIKELIHOOD OF UNDERTAKING OTHER ACTIVITIES IN THE COMING WEEKS AND MONTHS
Further, Americans were asked how likely they would be to partake in other common activities in their community. Results display that more frequently done activities like shopping in a store for items other than necessities (53%), going for a haircut (43%), eating in a restaurant (37%), and playing the lottery (35%), held moderate likelihood among Americans. Meanwhile, going to the gym (20%), going to a pub/ bar (18%), visiting a casino to gamble (18%), and visiting a spa (17%), are only likely to be done by a small minority each in the coming weeks and months.

WHAT IT WOULD TAKE TO MAKE UNDERTAKING THESE OTHER ACTIVITIES MORE LIKELY
Once again, Americans unlikely to undertake these activities were asked what would make them more likely to do so. For activities like shopping and eating in a restaurant, strict social distancing (57% and 59% respectively) is most important, while likelihood of going to the gym will increase most when there is a sustained period of no new cases in their state (40%). Meanwhile, activities like getting a haircut, going to a bar, and visiting a spa, will become more commonplace with strict cleaning procedures (38%, 39%, and 34% respectively).

This is the second of four research summaries that will be provided within the week. Watch for further details on Americans’ perceptions and behaviours related to the COVID-19 pandemic.

This survey was conducted online July 29-31, 2020, with 1,000 Americans 18 years of age or older, from the Logit Group’s American Omnibus. Fielding every month, the Logit Group’s COVID-19 Omnibus surveys Americans to ask their opinions and behaviours related to topical issues. Results were analyzed by Narrative Research. Data was weighted based on the 2010 Census, by gender and age to reflect these population characteristics for the country as a whole. Results are also reflective of the country across regions. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with industry standards, a margin of error is not applied.

This is the first of four research summaries that will be provided within the week. Watch for further details on Americans’ perceptions and behaviours related to the COVID-19 pandemic.

Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services.

The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.
Follow us on Twitter at @EveryNarrative and @LogitGroup
###

For more information, please contact:
Margaret Brigley, CEO, Narrative Research – 902.222.7066 (M), mbrigley@narrativeresearch.ca,
OR
Margaret Chapman, COO, Narrative Research – 902.222.4048 (M), mchapman@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116 (M), sam.pisani@logitgroup.com

Americans are not optimistic that a vaccine for the COVID-19 virus will be available to the public before the end of the year.

Once available, only two thirds anticipate that they will personally get the vaccination.

August 31, 2020

With considerable efforts underway to develop and test a vaccination for COVID-19, Americans were asked how confident they are that a vaccine will be available to the public before the end of 2020.

Only one-third of Americans are optimistic that a vaccine will be available before year-end. Opinions are generally consistent across the country.

Some differences in opinion are evident by age, with those 55 or older being least optimistic. Meanwhile, men are notably more optimistic than women, as are higher income earners and those with higher education.

Regardless of when the vaccine is available, Americans were asked how likely they are to personally get the vaccination once it is available. Findings show that two-thirds of residents (67%) are likely to do so, although the commitment to get vaccinated varies.  Approximately four in ten (38%) indicated they will definitely get the vaccine when available, while three in ten (29%) reported that they probably will do so.  Meanwhile, two in ten (21%) either probably or definitely will not get vaccinated, while one in ten (11%) are unsure.

Across the country, intentions are generally consistent, although those in the midwest (61%) express modestly lower likelihood in getting the vaccination once available.

Demographically, likelihood in getting the vaccination decreases with age, while it is notably higher among men, higher income earners, and those with higher education.

This survey was conducted online July 29-31, 2020, with 1,000 Americans 18 years of age or older, from the Logit Group’s American Omnibus. Fielding every month, the Logit Group’s COVID-19 Omnibus surveys Americans to ask their opinions and behaviours related to topical issues. Results were analyzed by Narrative Research. Data was weighted based on the 2010 Census, by gender and age to reflect these population characteristics for the country as a whole. Results are also reflective of the country across regions. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with industry standards, a margin of error is not applied.

This is the third of four research summaries that will be provided within the week. Watch for further details on Americans’ perceptions and behaviours related to the COVID-19 pandemic.

Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services.

The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.

Follow us on Twitter at @EveryNarrative and @LogitGroup

For more information, please contact:

Margaret Brigley, CEO, Narrative Research – 902.222.7066, mbrigley@narrativeresearch.ca

OR

Margaret Chapman, COO, Narrative Research – 902.222.4048, mchapman@narrativeresearch.ca

OR

Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com

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