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Author Archive:

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.

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

Canada has seen a significant increase in pet owners since the start of the COVID-19 pandemic.

November 27, 2020: Since the COVID-19 pandemic there has been an increase in pet ownership, with adoption rates rising as people stay home. Results from our research confirm that of current pet owners, a significant portion have obtained a pet since the pandemic started (18%).

Overall, over one-half of Canadians currently have a pet in their household, while just under one-half do not. Perhaps unsurprisingly, cats and dogs are by far the most commonly-owned pets and are essentially tied in popularity. Interestingly, residents living in Quebec and Nova Scotia are less likely to own a dog and more likely to own a cat. Those in BC and the Prairies are more likely to own a dog compared to any other region.

Among Canadian pet owners, 18% report obtaining they obtained a new pet since the start of the pandemic.

When looking across the population, those 18-24 are the most likely to have purchased a pet since the start of the pandemic (38%), with Boomers being the least likely to (9%). Otherwise, results are consistent across demographics.

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

Storyteller Series: Oscar Fernandes shares his insights on international Voice-of-Customer/CSAT projects

We’re highlighting the expertise of Oscar Fernandes, VP of Sales & Client Services at Logit. Oscar has been with us for six years and carries over 25 years of experience in Market Research.

Here are his insights on international Voice-of-Customer/CSAT projects:

Depending on the project requirements, while utilizing various methodologies (online, phone, on-site) we are limited to logistical issues, cultural influences and customer databases. Consider regional dialects and languages when using face-to-face in particular.

Overall data collection budget may be an issue when using phone or on-site. Transitioning to online is more cost efficient, assuming a customer list exists with sufficient sample ratio.

Identify restrictions based on region. As with most countries, data privacy is extremely important and compliance protocol must be adhered to. In some cases, data must remain local.

Recognize that not all methodologies or solutions are a good fit. As some clients look to transition from phone to online, it is necessary to fully understand the project scope and cultural nuances, as participation rates vary by country; some are much less likely to respond to an email invitation.

Research execution is critical. Using our global network, Oscar has conducted multiple international projects for financial and wealth management firms in several Asian and African countries.

“Understanding the necessity of meeting the diverse needs of our clients, our team of experts specializes in combining multiple innovative methodologies in order to better add value and insights to our studies.”

Canadians express mixed support towards the decriminalization of hard drugs in the Country.

November 26 2020: In light of changes recently made to certain American states’ rules around the criminality of possession of certain hard drugs, we asked Canadians in our recent survey whether they would support or oppose such a change to decriminalize hard drugs north of the border. Support is mixed, with just over four in ten Canadians indicating they would be onboard with decriminalization of these substances.

More specifically, two in ten are in complete support of the idea, while one-quarter mostly support such a change.  Across the country, support is highest in British Columbia (with more than one-half indicating their support), while it is lowest in Quebec (as only one-third are in support).

When looking across the population, support for this change decreases with age, that is, those under the age of 35 express the highest levels of support.  Otherwise, results are fairly consistent across other demographics such as education, income, gender, and employment status.

As background, earlier this month, Oregon voters approved Measure 110 (with a 55.8% vote) that decriminalized hard drugs (like heroin, cocaine, and methamphetamine), meaning that those found in possession of a small amount of these drugs are no longer facing potential jail time, and instead are offered aid for addiction assistance and other health services.

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

Canadians are highly supportive of making Daylight Savings Time permanent.

November 24, 2020: There has been ongoing discussion across the country regarding the possible elimination of the bi-annual time changes that are observed in nearly all provinces, and results from our most recent survey show that there would be wide support for making such a change.

Across the country, the vast majority would support making Daylight Savings Time permanent, which would result in an elimination of time changes in the spring and fall, with time staying the same all year round.

One-half or more residents are completely supportive of the idea, while one-third mostly support such a concept.  The exception is in Newfoundland and Labrador, where just 38% completely support such a move.

There is very little opposition to such a change, with only 5% overall completely opposing the notion, and a further 10% mostly opposing the elimination of the bi-annual changes.

By age, complete support for the elimination of the changes increases as Canadians get older, with Boomers being the most highly supportive. Otherwise, results are consistent across demographics.

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