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Archive: February 26, 2021

Multicultural Best Practices

Shauna Tran understands the importance of multicultural representation in market research. 

“Having a diverse representation of population is key,” our Project Manager says, “especially since many organizations are using our data to tell their stories.”

Shauna shares five best practices from Logit’s multicultural research approach:

  1. Maintain an inventory of quality respondents. Our Ethnic Voice Accord (EVA) panel is a leading provider of ethnic research in North America, and that’s due in large part to our excellent panelists.
  2. Keep incentives high, and costs low. We offer enticing compensation to panelists, in order to encourage high-quality responses. We also maintain relatively standard costs year-over-year, and pass those savings along to respondents.
  3. Be honest and transparent on survey invites. We clearly state the topic and length of each study, and give respondents the option to learn more about the study before joining.
  4. Adjust based on results: Being agile and making changes on-the-fly is key. For example, if a study’s average complete time is longer than expected, we increase compensation to panelists to reflect that.
  5. Follow-up with panelists. We conduct regular profiling of respondents within the panels themselves, which not only allows for more accurate information and better questions, but fewer lost respondents.

To learn more about Shauna’s panel work or how Logit can help with your next project, contact us today.

Marwo Nour: the First Recipient of our Humber College Research Analyst BIPOC Scholarship

We’re thrilled to congratulate Marwo Nour, the first recipient of our Humber College Research Analyst BIPOC scholarship.

Marwo wants to research and address issues related to social and health inequities – specifically for BIPOC and those of low socioeconomic status. She is also currently on a placement with CAMH on a study for brain injuries.

We learned a lot about Marwo through our conversation prior to the ceremony, where she shared her story on what drew her to market research, and how this scholarship can help her achieve her career goals.

She also provided some important insights on how market research companies can build successful career paths for prospective industry members who identify as Black, Indigenous or a Person of Color.

We are honored to have Marwo as our first Logit Group Scholarship winner and look forward to following her progress and guiding her on her journey into the market research industry.

Humayun Khan: Representation within MRx

Humayun Khan was the first person to be hired in the Logit Group’s data department. Now, over a decade later, the Director of Data Services leads a team of five, with more growth on the horizon.

However, running Logit’s data service is just one part of Humayun’s job. Along with overseeing day-to-day operations, he has also committed himself to innovating the market research industry to be more representative both on-screen and in the real world.  

Data Visualization

Being able to turn data into insights is a driving force behind Humayun’s work.  “We have the capabilities to handle the data visualization,” Humayun says, “but what excites me is moving more to dashboarding to represent the work we do.”

“Currently, 70% of consultants or market researchers are handling the dashboarding themselves,” he says, with a hint of pride.

And that percent will only increase. “Logit’s commitment to innovation and technology means that we can empower researchers across the spectrum with actionable data and insights.”

Those latter pieces keep Humayun enthused. “Working on new software is amazing. Applying multiple tools to improve efficiency will only help serve our research. Everyone wants fast turnaround alongside data quality and accuracy, and we are making it happen.”

For Humayun, data modernization is such a crucial component of his work; being able to show a client—or a colleague—what their data means will help to empower their studies.

Multiculturalism

However, representation of data goes beyond just its visualization on a screen; representation is important in data collection process as well. That’s why Humayun is also committed to making improvements in multicultural representation.

Currently, about five per cent of his work is multicultural, and his goal is to increase that percentage; for him, a focus on multiculturalism is the logical next step as an industry leader.

“Industry behaviour is changing, people feel more comfortable in terms of their thinking,” he asserts. “For example, immigration studies, the data is always interesting.”

“In the next 10 years, we will be seeing a lot of new faces in the industry,” he says. “If you look at the educational background, there are lots of international students coming into North America from India and China, which means our industry will start having a larger representation as well.”

And being so well versed in the data side, Humayun is already preparing his department.

“The handling of open-ended responses for multicultural and multi-language coding takes some extra time and due diligence,” he says. “But, in the end, the data still follows the standard procedures.”

“Our industry needs to be more flexible,” he says, “whether that’s who we’re collecting the information from, to how we’re taking that information and displaying it.”

“And I believe that Logit is well-positioned for that.”

To learn more about Humayun’s work or how Logit can help with your next project, contact us today.

VICTOR LINDO: MAKING IT WORK THROUGH ENTHUSIASM AND CURIOSITY

If you need something fixed, Victor Lindo is on the case.

As Logit’s Vice President, Data Management, Victor does more than just oversee programming and data (though he does that too); he’s the one to call to make things work.

“They usually put me where there’s problems,” Victor jokes. However, with a passion for working on innovative projects, it’s clear why Victor is such a respected leader within Logit and the industry.

Victor’s natural talent and love for the job has been evident from the start. He worked in both project management and field work before carving his niche in programming.

Now, his main role is to “make it work,” which he does through equal parts of enthusiasm and curiosity.  

“We facilitate change through research and data,” Victor says. “Innovation excites me; especially how we evolve to stay relevant.”

And innovation is top-of-mind for everything Victor does. “Reaching new audiences using traditional mediums doesn’t always work,” he explains. “It’s about going where the people are now, and working to take the pulse of things.”

That means going beyond phone and online by adding new technologies and methodologies to Logit’s offerings. “We need to look elsewhere,” Victor says, “using traditional mediums to reach new audiences doesn’t work because the opinion is fixed.”

For Victor, that’s the million dollar question: how can we go to where people are and reach new audiences?

Every day, he is working towards the answer.

With new and innovative research methodologies, Victor is helping Logit become a disruptor in the industry, ushering in the next generation of research and products to better serve clients and research studies. For Victor, the shift is in offering product value and not just a service.

To learn more about Victor’s work or how Logit can help with your next project, contact us today.