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Category: Marketing

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.

The COVID-19 pandemic has negatively impacted both the mental health and financial situations of a large minority of Canadians.

HALIFAX, November 5, 2020: In an ongoing effort to understand the impact of the global pandemic, Narrative Research has been asking Canadians about the impact they have experienced. The information in this release comes from two sources – the East Coast Voice online panel (including over 1,900 responses from Atlantic Canadians), and the Logit Group’s Omnibus panel (over 1,200 Canadians).

ECONOMIC IMPACTS

One-third of Canadians indicate that the COVID-19 pandemic has created economic or financial hardship for their household, with those in the Prairie Provinces and Ontario feeling the worst of it, compared with just two in ten in Quebec. The financial hit has been more acute for GenXers, Millennials and Gen Z, compared with Boomers, and not surprisingly, those with lower incomes are more likely to have been hit with financial hardship compared with those earning more.

Turning to Atlantic Canada in particular, one-third of residents indicate that they or someone in their household has applied for financial assistance programs such as Employment Insurance or emergency funding programs since the onset of COVID-19, marking an increase of 4 points since we last polled on this issue in April. Likelihood of having applied for assistance is lower in PEI compared with the other three provinces (26%, compared with 35% NL, 33% NS and 32% NB). Younger residents are by far more likely to have applied for assistance compared with older residents (49% aged 18 – 34, compared with 36% of those 35 – 54 and 23% of those 55+).

EMOTIONAL IMPACTS

Aside from the large financial impacts, the pandemic is clearly having an effect on Canadians’ mental health. Four-in-ten indicate they have experienced a major emotional or mental health hardship. Again, this sentiment is most acute in the Prairie Provinces and Ontario. By age, half of Millennials have experienced this type of hardship, compared with just three-in-ten Boomers. Those unemployed are most likely to have suffered emotionally during the pandemic.

Results shown are from a survey conducted online October 7-9, 2020, with 1,230 Canadians 18 years of age or older (972 decided adults), 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.   

Additional Atlantic Canadian results are derived from an online survey conducted from September 24-29, 2020, with 1,911 Atlantic Canadians, 18 years of age or older, from Narrative Research’s online panel, East Coast Voice. This sample included responses from each Atlantic province (NB: 571; NS: 914; NL: 288; PE: 138). Using data from the 2016 Census, the results were weighted by gender, age, and region to reflect these population characteristics in each province.

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 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

Extending Your CATI Reach

In the vast and varied world of market research data collection, one of the most time tested methods of administering surveys is with live agents over the phone, also known by the acronym CATI (Computer Aided Telephone Interviewing). Before the rise of the smart phone, targeting and interviewing random representative samples of respondents in the geography of your choice was relatively easy to do.

As we all know, the only thing that remains the same is the consistency of change.  As Americans transitioned to cell phones, and later, internet connected smart phones, the CATI playing field experienced significant changes. Things became a bit more complicated for researchers. Unscrupulous telemarketers inundated consumers and businesses alike with irritating calls day and night resulting in declining response rates. New laws were passed to regulate the use of automated dialers to contact cell phones.  With phone number portability, easy geographic targeting of phone lists via the North American Numbering Plan, was no longer dependable. The task of accurate sampling grew more complicated and costs were on the rise.

Fortunately, internet based respondent panels arrived to help fill the void, providing an inexpensive alternative to telephone survey research. Although cost effective, online panel had limitations too, particularly when targeting a tight geography, a low incidence audience, or an under-represented population. Often in such circumstances, feasibility became an issue.

New technology may provide the answer to this dilemma. New to the scene, platforms such as Logit’s Mobile360 allow SMS-to-web interviewing as an alternative, providing cost effective access to respondents via phone contact lists. Using this approach, cell phone respondents are invited to an online survey via TCPA compliant SMS invitations. This novel approach offers the comparative benefits and flexibility of sampling via random or listed contact numbers.

As an example of the powerful new options an SMS approach brings to the table, Logit’s Mobile360 platform allows for surveys to be deployed in a multimodal context with SMS-to-web fielding in conjunction with live agent CATI and/or internet panel. Quotas can be set and managed by contact method and invitations can be customized according to list information. If panel is being utilized, IP controls will screen out duplicate respondents before they enter the survey.

For B2B projects requiring a high degree of respondent verification, live dialing can be used for prescreening and validation, with a survey link then being delivered real-time. Such an approach can also be used as a method of screening for more involved respondent exercises such as MaxDiff, Conjoint, or Online Bulletin Boards.

As we see, when paired with new interviewing options available via SMS-to-web, CATI interviewing is often the most viable approach to solving your data collection challenges. If you have not yet explored hybrid contact strategies, perhaps it is time to take a deeper look.

__________________________________________________________________________________

Chris Connolly Headshot

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.

Unmasking Qualitative Interviewing

The Covid-19 pandemic has now been with us for over half a year and looks likely to affect everyone, both personally and professionally, well into 2021. Without question, the corona virus has been an uber-disrupter forcing changes in just about every industry one can think of. When looking at the pandemic through the lens of the insights industry, for obvious reasons, one of the most affected areas of practice has been qualitative research. Even before the pandemic hit, virtual approaches to qualitative fieldwork had been growing in prevalence.

With the adoption of digital now being almost complete within our society, researchers can readily find respondents from previously out-of-reach demographic groups. Previously off-grid older aged, rural, and/or lower income individuals are now connected and comfortable having conversations via digital interfaces. This has afforded researchers faster and cheaper options for qualitative fieldwork. Gone are the days when everyone needed to invest the time and expense of traveling to a facility for face-to-face sessions. With the new logistical and ethical concerns brought into play during this Covid Age, the use of online qualitative platforms has only grown.

Along-side our clients, The Logit group has navigated the new qualitative fieldwork landscape. We’d like to take a moment to bring to your attention to some of the platforms used for virtual IDIs and focus groups coming into play commonly on our joint qualitative initiatives. Although not a comprehensive list, what follows is a summary of platforms we’ve grown familiar to.

Zoom – This is the cheapest and most readily accessible option currently out there for researchers. Zoom can be easily deployed to geographically dispersed individuals via computer, tablet, or mobile device. To make respondent scheduling simple, Zoom offers streamlined calendaring, allowing the user to schedule or start meetings from Outlook, Gmail, or iCal. Further, Zoom offers secure recording of sessions and supports the sharing of HD audio and video. Given the broad use of Zoom, many respondents are quite familiar with the interface which reduces the chance technical frustrations as part of the respondent experience.

FocusVision – InterVu – This platform enables live online focus groups or webcam interviews using two-way audio and video. Groups can accommodate up to 8 respondents plus the moderator. The platform includes the option of a remote ‘backroom’ for observers and clients. Those in the backroom are able to chat with the moderator and register time stamps synced to the recording which can speed analysis after sessions are complete. A unique feature offered by InterVu is facial recognition software intended to identify ‘professional respondents’.

20/20 Research – QualMeeting – Providing researchers the ability to conduct “face-to-face research” with participants from anywhere in the world, QualMeeting pairs web-cam technology and video streaming with a number of proprietary tools for specialized analysis. The platform can support customizable designs for stimuli and screen sharing. Also, the proprietary video portal provides the capability of creating searchable transcripts that link seamlessly to the related clips.

Logit Go – As a fully integrated turnkey qualitative solution, Logit GO, provides a flash-free video solution built for market research interviews with extensive white labeling/branding capabilities. Researchers can conduct In Depth Interviews (IDI’s) or connect with up to 8 participants simultaneously while client observers can discuss the group and provide feedback to the moderator privately from the group discussion. The platform is conveniently accessible and possesses robust browser support. Additionally, moderators can deploy an intuitive screen-share feature which allows respondents to share their online activities quickly and easily. For added convenience, the GO 2.0 Board video recorder features automated audio quality checks. GO 2.0 also offers improvements to the video tagging and clipping interfaces, allowing the user to efficiently create highlight reels from video collected from any source.

Important to note, aside from Zoom, each of the aforementioned platforms provide live support to help respondents get connected and navigate tech glitches, giving moderators the freedom to remain attentive the conversation.

As insights teams execute qualitative fieldwork while navigating a playing field where face-to-face in-person interviewing continues to present difficulties, we see yet again, technology has a way of filling the void and presenting new opportunities to make our work efficient, accurate, and cost effective.

When considering your next qualitative research project, rest assured that The Logit Team understands the tools of the trade and has the experience to help you execute effortlessly.

_______________________________________________________________________________

About Chris Connolly, VP Research Services

Chris Connolly Headshot
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.

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