Archive: January 14, 2021

Paul Izzo: Logit’s Three-Pronged Approach to Success

As Vice President of Sales & Business Development, Paul Izzo’s job is never boring. 

“In market research, there is a constant need for problem-solving,” he says. “Methodologies will evolve and blend more over time.” 

Paul knows success is not a one-person show. Rather, he takes a three-pronged approach that involves the right team, the right clients, and the right tools. It is also the approach that sets Logit apart from its competitors. 

The Team: Setting Ourselves Apart
Paul joined us in early March of 2020, just days before the world went into lockdown. “It was not an ideal onboarding process amidst the pandemic,” he admits. However, Paul found himself connecting with the team immediately from his home base in California.

“Project management is outstanding at Logit,” Paul recognizes. “Taking ownership and having free reign on communication and the autonomy to fully manage a project shows our total level of competency to clients.”

The Clients: Logit Across North America
For Paul, building new relationships with a variety of clients is the goal. His work is always changing, and he is always learning — another secret to keeping market research interesting. 

Alongside Chris Connolly, he is helping to broaden Logit’s presence across the North American marketplace, and this relationship building is top of mind for Paul.

He is leveraged his medical background to develop regulatory and health work for Logit, as well as oversee new and strategic sales and growth initiatives.

That said, Paul does not compromise the quality of Logit’s work for the quantity of work. While he will always listen and try to understand any needs —remaining mindful of the client’s resources for the best possible outcome — he is also adamant about knowing when to say no.

“Sometimes that’s the best service you can do for a client.”

The Tools: Logit’s Arsenal of Products and Services
With a good team in place and great clients to work for, the final piece is having the products and services to bring the two together. 

From current CATI methods to the future of Mobile360 plus a wide array of online offerings, Logit has an unrivaled ability to retrieve high-quality B2C and B2B data, while incorporating mixed-mode and more interactive research.

And much like the evolution of these tools, Paul has expanded his own skill set and offerings, incorporating Logit’s powerful and innovative tools while servicing new and established clients.

Always learning and always growing; as Paul will be the first to tell you, market research is never boring. 

To speak to Paul for your next project, contact us today.

Steve Male Graphic for Tech Trends in 2021

Tech Trends We’re Following For 2021

2020 was a rollercoaster of a year, and it forced many companies of all sizes to pivot not only in terms of operations, but how they deliver products and services. Digital offerings have become the new norm, and many long-range innovation plans have experienced exponential growth due to increased demand and necessity.

One key takeaway from 2020: the collective need for the market research industry to revolutionize itself, and to bring research execution firmly into the 21st century. Now that 2021 is upon us, we’re highlighting 5 tech-driven trends that are poised to dominate the MR space this year:

  1. Continued reliance on Artificial Intelligence

We’ve been hearing about the impending arrival of AI for years, and how it will change everything in research. Conferences have seminars dedicated to it, and we’re inundated with webinars, articles and ads touting its importance. For the most part, it’s been more sizzle than steak, but we’re finally starting to see more practical applications being put to use.

AI-driven chatbots for qualitative exercises essentially fill the role of a moderator and can prompt respondents for further explanation based on the answers they provide. AI is also being used to mine historical responses and then extrapolate predictions based on past user behaviour. Early indicators point to a future of less reliance on proprietary ad hoc research and more reliance on historic secondary research, re-packaged for subsequent use.

2. The Internet of Things Plays a Central Role

As more and more people consume and integrate smart tech into their homes, the opportunity to leverage its use for practical research applications grows.  Smart home assistants like Google Assistant and Amazon’s Alexa have created an opportunity to engage consumers on a new level, providing an opportunity to subsidize current methodologies such as online and phone.

Smart tech also provides an opportunity to natively study usage behaviour from everything from lightbulbs to appliances.  The average U.S. homeowner has 11 connected smart devices in their home; look for this trend to grow throughout 2021, and with it the ability to leverage these IoT devices for key insights.

3. Usage of Tech to Supplement In-Person

The COVID-19 pandemic has greatly impacted in-person research and has forever changed the way we design and recruit for qualitative projects. 

Historically we’ve relied on physical locations to test grocery shelf layouts and to conduct shop-alongs, but the adoption of virtual and augmented reality technologies will allow consumers to take part in the equivalent research digitally from their home.  This will in turn allow for greater cost savings and open studies to a larger pool of individuals.

4. Blockchain

Blockchain presents far more possibilities to the research space than just the option to pay out participants in cryptocurrency. It offers the opportunity to build a secure global trust network that is verifiable through the creation of transactional transparency. Imagine a world in which panellists and data can be verified through blockchain technology, going far beyond a simplistic hashing system.

Larger companies such as IBM and Mastercard are currently implementing blockchain as a practical application to reduce fraud and security risk, and we expect similar practical usage in the MR space to grow as well.

5. Enhancing User Responses with 3rd Party Data

In addition to purchased syndicated data and social listening, another way to cut costs and time on fielding a study is to ask a core set of 15 to 20 questions, and then fill in the rest of the data using tie-ins from databases that already contain the answers.

As more and more data sources begin offering customized access to their data through APIs (Application Programming Interface), look for supporting data on studies to become more robust and the profiling and segmentation of respondents to become more granular as a result.