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Archive: December 17, 2020

Storyteller Series: Chris Connolly on Supporting Clients’ Needs By Bridging Gaps

For Chris Connolly, our Vice President of Research Services, success is learning what people want, and doing what he needs to do to make it happen.

It seems like a simple concept, but a lot goes into making that concept into a reality; Chris is committed to that followthrough.

Having built strategic international partnerships and been involved with the execution of hundreds of research projects, Chris knows what it takes to become a champion for both his clients and his colleagues. “I like to connect with other people through respect,” he explains. “You get what you give.”

And Chris has given a lot since joining Logit in May of 2018. Based out of the tech-oriented state of Colorado, he is on top of emerging trends to best serve clients, including bridging gaps by offering clients the best products to achieve their goals.

However, it’s not just Logit that recognizes his contributions; the international market research community has as well. In 2019, he was named as a Director-at-Large of the Southwest Chapter of Insights Association and was recently voted in as Vice President. In this new position, Chris is determined to be involved with giving back to the community, which will include developing educational opportunities and more outreach for students to get better informed in the industry.

But for his day-to-day, Chris continues to offer creative solutions by acting as a liaison between Logit and clients; this helps everyone achieve their needs. “We succeed when we succeed as a team,” Chris acknowledges, noting that it really does take everyone to make a project work. “I lead, but I also listen.”

As a research market firm, Logit are the experts in knowing how to supply information, but ultimately, the client is the one who knows what they need. Chris believes that being client-oriented, allowing their needs to drive the conversation, while he fills in the gaps with Logit tools and his own instincts and ingenuity, makes for a partnership of success.

This needs-driven style of communication allows him to be nimble and reactive, with the ability to steer products and services with the precision of a boat, rather than the generality of a ship.

It’s this agility that makes Logit a leader in the market research space. And it’s people like Chris who continue to build our offerings to support our clients’ needs.

To speak to Chris or anyone at Logit about your next research project, contact us today.

STORYTELLER SERIES: Aref Munshi and Embracing Evolving MRx Technology

Aref Munshi, Vice President, Sales & Research Services, has been working in market research since the late 1980s and has seen the technological evolution of the industry firsthand.

When Aref began his career in 1989, his work included both qualitative and quantitative research. The majority of this research took place in person, including in-office, in-store and in malls.

This would eventually evolve to include product and home-use testing for consumer goods, as well as face-face medical interviewing. But most of this was still done “offline.”

As technology evolved, it changed the way projects were being conducted. One of his challenges was encouraging some traditional clients to adapt to newer ways of collecting data that was equally meaningful. Some of that included changing from “offline” to “online.”

There have been a number of positive outcomes to relying on tech-driven methodologies. It is more cost-efficient, allows for quicker turnaround, and adds the ability to review results in real-time.

“If you can consistently deliver quality, actionable data,” Aref maintains, “methodological changes shouldn’t matter.”

He recognizes there are some limitations, too. For example, the touch-and-feel aspects of package testing is difficult to replicate online; body language is still important in face-to-face studies. There are also nuances in understanding what active and non-active group participants are saying and doing.

However, despite these missing pieces, Aref is excited to embrace these evolving changes and looks forward to integrating some of these technological advancements to future research.  

Want to learn more about how technology can improve your next study? Contact us to learn more.

How many Canadians are considering purchasing an electric vehicle?

A significant number of Canadians are considering purchasing an electric vehicle in the next year, a number which would be boosted by the availability of provincial and federal rebates. 

December 3, 2020: The Federal Government’s recent fiscal update committed to spend $150 million over three years to build new electric vehicle charging stations. This announcement comes as both BC and Quebec plan to ban the sale of new gas-powered cars and trucks in the coming years (by 2040 and 2035, respectively). In light of this changing context, we sought to understand how interested Canadians are in buying an electric vehicle. 

Four in ten Canadians (41%) are considering a new or used vehicle purchase in the next year (including cars, SUVs and trucks), and of those, over half are considering an electric vehicle. Likelihood of considering an electric vehicle is highest in BC and Ontario, and lowest in the Atlantic Provinces. 

Demographically, Boomers are the least likely to be considering an electric vehicle (34%), compared with Gen Z (65%), Millennials (59%) or Gen X (60%) Canadians. Interest rises with household income, and is also higher among those employed full time or self-employed. 

When told that federal rebates of $5,000 currently exist, and asked if an additional provincial rebate would encourage them to purchase an electric vehicle, it is clear that rebates would have a significant impact on likelihood to consider this type of vehicle.  Indeed, over half of those who were less-than-fully interested in an electric vehicle indicated that rebates would make them more likely to consider one. This rebate ‘boost’ is strongest in Ontario, the Prairie Provinces and BC (60%, 56% and 53%), compared with Quebec or the Atlantic Provinces (47% and 45%). Importantly, the idea of rebates most pique the interest of those who were ‘probably’ considering an electric vehicle (84% of them said they’d be more interested with a rebate), but a significant minority of those who said initially that they were ‘probably not’ considering an electric vehicle are converted to interest by the availability of rebates (40%). Even one-in-ten of those who initially said they were ‘definitely’ not considering an electric vehicle would consider buying electric if rebates were on offer. 

“Interest in electric vehicles is growing, and for good reason,” says Erin Burbidge, Director of Clean Transportation at Clean Foundation. “They are exciting to drive – quiet, smooth and with impressive power. We are seeing more models and options available at a wider range of prices. Even better, over time the costs to run and maintain an electric vehicle are significantly lower than a gas-powered vehicle. And unlike gas-powered cars that produce greenhouse gases and other pollutants that contribute to climate change, smog, and poor air quality, electric vehicles have no tailpipe emissions, making them better for the healthy environments and communities.”   

Results shown are from a survey conducted online November 11 – 13, 2020, with 1,231 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. Clean partnered with Narrative Research on the development of questions.  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. 

Questions included in this release include the following: 

  • How likely are you to purchase each of the following in the next year? A new or used car; a new or used truck; a new or used SUV?
  • {If likely to buy} As you think about the vehicle you may buy in the next year, are you considering an electric vehicle? 
  • As you may or may not know, the federal government currently offers up to $5,000 in rebates for the purchase of many types of electric vehicles. Knowing this, would having an additional provincial rebate available, alongside the federal rebate, make you more likely to consider purchasing an electric vehicle?

For more information, please contact: 

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

OR

Alana Milner, Director External Relations, Clean Foundation – 902.420.3474 ext. 114, amilner@clean.ns.ca 

OR

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

Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as a 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.  Follow us on Twitter at @EveryNarrative

A non-profit environmental charity, Clean Foundation (clean.ns.ca), is a trusted and community-based source of information and action on climate change solutions in Atlantic Canada. 

Follow us on Twitter at @CleanFoundation 

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 @LogitGroup

How important is it for Canadians to watch live sports on TV?

One-half of Canadians are passionate about watching live professional sports on TV, while a third say watching live sports on TV are not important at all.   

December 1, 2020: In our most recent survey, we asked Canadians how important is it for them to be able to watch live sports on TV – something that has been important during lockdowns for viewers, but is logistically difficult for many teams and leagues to deliver. Canadians are divided on this topic, one-half of the population indicating it is important, while the other half considers it not important

Across the country, the importance of being able to watch live professional sports on TV is highest in Ontario (with more than one-half indicating it is important), while it is lowest in Atlantic Canada and Quebec (as only four in ten deem it important). 

When looking across demographics, Millennials (25-34 yrs.) and Gen X (35-54 yrs.) are most likely to place importance on watching live sports on TV, while those under the age of 25 express the lowest levels of importance, followed by those over the age of 55+ years.  Additionally, males are nearly twice as likely to indicate the importance of this compared to females. Importance also increases with household income, with those earning $100,000 or more to be more likely to mention that watching live professional sports on TV is important.  

Results shown are from a survey conducted online November 11 – 13, 2020, with 1,231 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.    

For more information, please contact: 

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

Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as a 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