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Fewer than half of Canadians will be taking a summer vacation within their own province, and fewer plan to venture outside of their province in the coming months.

While half of Canadians will travel for a vacation this summer, the other half will not. Fewer than half of Canadians will be taking a summer vacation within their own province, and fewer plan to venture outside of their province in the coming months. There is strong opposition to reopening up the Canada-U.S. border.
• In total, half of Canadians expect to travel this summer, either within their province or further afield.
• Fewer than half of Canadian residents will be taking a summer vacation within their province this summer. Only a quarter will take a driving vacation to another province in Canada, and fewer will fly to another province for vacation. One in ten intend to travel to the U.S.
• Two-thirds oppose reopening the Canada-U.S. border in July.
July 2, 2020
As the summer begins, Canadian residents are hesitant to venture outside of their province for vacation, and fewer than half will take a vacation within their own province. Those in Ontario and the Prairie provinces are the least likely to take a vacation in their own province this summer, while half or more residents of BC, Quebec and the Atlantic provinces say they will either definitely or probably take a vacation in their province in the coming months. Of note, a quarter of Quebec residents, and two in ten residents of Atlantic Canada express definite intentions to vacation within their province, while residents in other provinces are more moderate in their intentions.
Looking ahead, Canadians are not likely to travel outside their province, assuming regulations allow it. Indeed, only a quarter say they are likely to any extent to vacation outside their home province by car this summer. Meanwhile, just over one in ten plans to fly to another province this summer, and a similar number plan to travel to the US. Younger residents (Millennials and Gen Z) are more likely to plan on either a plane trip, or a trip to the U.S. Residents of B.C. have the highest likelihood of travelling to the U.S. (16%), compared with one-in-ten or fewer residents of other provinces.
Those expressing some likelihood to vacation were asked how safe they would feel taking that vacation given the pandemic. Regardless of vacation-type, at least half of those choosing to travel feel some degree of safety in doing so, although safety levels vary by travel type. Results show higher perceived levels of safety expressed by those driving to another province, compared to either flying within Canada or travel to the U.S. This indicates that even among the small number of people intending to travel outside their province, there is some trepidation.
Given the growing number of COVID-19 cases in the U.S., it is perhaps unsurprising, that there is widespread opposition to the idea of reopening the Canada-U.S. border this month. Indeed, only a quarter support the reopening to any extent, and close to half completely oppose the notion. Opposition is highest in the Atlantic provinces (77%), and lowest in Quebec (60%). Regardless of age, the majority of Canadians voice opposition for re-opening the border in mid-July. That said, younger Canadians are more in favour of the border reopening compared with Gen Xers and Boomers.
This survey was conducted online June 24-25, 2020, with 1,230 Canadians 18 years of age or older, from the Logit Group’s COVID-19 Canadian Omnibus. Fielding every two weeks, 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.
Narrative Research (www.narrativeresearch.ca), is one of Canada’s leading public opinion and market research companies. 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
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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

Canadians are largely supportive of the anti-racism demonstrations taking place, and recognize that there is systemic racism in Canada.

Canadians are largely supportive of the anti-racism demonstrations taking place, and recognize that there is systemic racism in Canada.

  • The majority of Canadians support anti-racism demonstrations.
  • Two thirds indicate that there is systemic racism in Canada.
  • Fewer Canadians recognize racism as a serious problem in their province, and even fewer say racism is an issue in their workplace.
  • Over half of working Canadians know that their employer has a diversity policy in place.

June 22 2020

Three quarters of Canadians support anti-racism demonstrations, with a third completely supporting them. Support for these demonstrations is generally consistent across the country, though younger residents are the most likely to offer strong support. Interestingly, support is consistent, regardless of gender, ethnicity, income, education level or employment status.

Two thirds of Canadians believe there is systemic racism in Canada, however, while a majority of Canadians recognize that systemic racism exists in our country, fewer believe that racism is a serious problem in their own province, and very few believe that racism is a serious issue in their workplace.

“The discrepancy in recognition of racism at a national level, compared with individual provinces, could be masking the fact that racism and discrimination exist, but may not always be recognized in our own communities,” says Margaret Brigley, CEO of Narrative Research.

Just over half of working Canadians indicate their employer has a workplace diversity policy in place, but three-in-ten are unsure, and 16% say their workplace does not have one.

This survey was conducted online from June 10 – 11, 2020, with 1,231 Canadians 18 years of age or older, from the Logit Group’s COVID-19 Canadian Omnibus. Fielding every two weeks, the Logit Group’s COVID-19 Omnibus surveys sample Canadians to ask about 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.

Narrative Research, (www.narrativeresearch.ca), is one of Canada’s leading public opinion and market research companies. 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

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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

 

 

 

 

Results from W3 of our COVID-19 OMNI

June 3, 2020: Canadians are generally comfortable with their province’s speed of re-opening businesses and services, though if anything, things are perceived as moving too quickly. During this process, residents are committed to ensuring safe practices in public spaces.

  • A majority of (59%) Canadian residents feel the speed of re-opening businesses/services in the country is just about right, while one-third (33%) indicate it’s too fast, and fewer than ten percent (8%) feel it’s too slow. Those in Ontario are more likely to feel businesses and services are opening too fast.
  • Despite the prolonged period of social distancing, as businesses and services start to reopen, Canadians are largely committed to continuing safe practices in public spaces, such as keeping six feet apart, refraining from entering anyone else’s home, and wearing a mask.

    SPEED OF RE-OPENING BUSINESSES/SERVICES

    Across the country, provinces are reopening businesses and services at different paces. To gauge the perceptions of this, Canadian residents were asked to describe the speed of re-opening in their province. Overall results indicate that six in ten Canadians believe the speed of reopening businesses and services is just about right (59%), while one third indicate society is re-opening too fast (33%), and fewer than ten percent believe things are re-opening too slowly (8%). Across regions, Ontario residents are more likely to indicate their province is opening too fast (41%), compared to their counterparts in other parts of the country. Across BC, the Prairies, Quebec, and Atlantic Canada, results are fairly consistent, with the majority of residents feeling the pace of re-opening is just about right. Looking specifically at provinces in Atlantic Canada, Newfoundland and Labrador shows widespread agreement that the pace of re-opening is just about right (80%).

    Interestingly, younger residents are more cautious, with Canadians under 34 years being more likely to believe their province is re-opening too rapidly, compared with their older counterparts.

    LIKELIHOOD OF UNDERTAKING PROTECTIVE MEASURES AS BUSINESSESS AND SERVICES RE-OPEN

    As businesses and services begin to re-open, Canadians were asked their likelihood of undertaking a series of social distancing measures. Results indicate that Canadians will continue to prioritize safety when outside of their home. Indeed, nearly all Canadians express some likelihood of staying at least six feet away from anyone, except those with whom they are permitted to socialize (96%). Additionally, the vast majority of Canadians will definitely or probably refrain from entering anyone else’s home except their own or those with whom they are permitted to socialize (86%). Canadians are less committed to wearing a mask in public, although three-quarters indicate they will definitely or probably do so. Most Canadians (60%) do not anticipate wearing gloves in public, as businesses and services re-open, although four in ten express some likelihood to do so. Although all regions show a high likelihood of undertaking three of the four measures, provinces with larger populations have a slightly higher willingness. Indeed, BC (80%), Ontario (79%), and Quebec (78%) residents expressed some likelihood that they will wear a mask in public as businesses and services reopen in their province. Additionally, Ontario residents are more inclined to indicate that they will definitely refrain from entering anyone else’s home except their own or those with whom they are permitted to socialize, as well as wear gloves in public.

    Likelihood of wearing gloves in public decreases with age, despite the elevated concern for older residents. Canadians under 35 years of age are also the most likely to wear a mask in public.

    Watch for further details on Canadians’ perceptions and behaviours related to the COVID-19 pandemic.

    This survey was conducted online from May 27 to 29, 2020, with 1,230 Canadians 18 years of age or older, from the Logit Group’s COVID-19 Canadian Omnibus. Fielding every two weeks, the Logit Group’s COVID-19 Omnibus surveys sample Canadians to ask about their opinions and behaviours related to the pandemic. 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 nonprobability 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.

    Narrative Research, (www.narrativeresearch.ca), is one of Canada’s leading public opinion and market research companies. 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

Latest COVID-19 OMNI Results

How Canadians will socialize and entertain themselves in the coming weeks and months will clearly be impacted by the pandemic. Without a sustained period of no new COVID-19 cases in their province or a vaccine being available, Canadians are not willing to engage in several activities.

·  Canadians are most likely to visit friends inside a home or go for a haircut, if possible, in the coming weeks and months. In contrast, Canadians are least likely to go to a pub/bar, visit a spa, or visit a casino.

·   Having a sustained period of no new cases of COVID-19 in their province increases Canadians likelihood of undertaking certain activities in the coming months. Canadians are less certain what would increase their likelihood of undertaking activities in more intimate quarters, such as, casinos, spas, gyms, and bars/pubs.

May 28, 2020

LIKELIHOOD OF UNDERTAKING ACTIVITIES IN THE COMING WEEKS AND MONTHS

Given the impact COVID-19 has had on routine in-person activities, Canadians were asked their likelihood of undertaking a series of activities in the coming weeks and months, if possible. Results show that Canadians are most likely to visit friends inside a house (42%) or go for a haircut (42%), while slightly fewer Canadians indicated they would be likely to go shopping in a store other than for groceries or other necessitates (38%), and just under three in ten Canadians would eat in a restaurant (28%). Given the opportunity, Canadians would be less likely to go to the gym (19%), go to a pub/bar (13%), visit a spa (12%), or visit a casino (10%).  Indeed, a majority of Canadian residents are unlikely to undertake any of those four activities. (Note these results are among Canadian residents who did not say ‘Not applicable/I Don’t do that normally’.)

Likelihood of going for a haircut and eating in a restaurant increases with age, with Canadians over 55+ years showing higher likelihood. Boomers (aged 55+ years) also have a higher likelihood of visiting friends inside a home. Across regions, Canadians are fairly consistent in their opinions on likelihood of visiting friends inside a home. Meanwhile, Quebec and BC residents indicate a slightly higher likelihood of eating in a restaurant compared to their counterparts in other parts of the country. Additionally, BC residents also indicate a higher likelihood of visiting a spa or going to a bar/pub.

WHAT IT WOULD TAKE TO INCREASE LIKELIHOOD OF UNDERTAKING ACTIVITIES

Canadians with a low likelihood of undertaking these eight activities were asked what would make them more likely to do so. Results show that there is some uncertainty around what would make them feel comfortable partaking in activities in close quarters. However, having a sustained period of no new cases of COVID-19 in their province is of high importance. Nearly forty percent of those with a low likelihood of visiting friends inside a home indicate having no new cases of COVID-19 would increase their likelihood (39%).  Roughly three in ten Canadian residents with a low likelihood indicate the same for eating in a restaurant (31%) and going shopping (28%). Less than one-quarter of residents indicate the same for going for a haircut (22%). Two in ten Canadians with a low likelihood of going to the gym would require having a vaccine available (20%) to increase their likelihood of that activity. Additionally, the highest levels of uncertainty are around visiting a casino (29%), visiting a spa (28%), going to a bar/pub (26%), and going to the gym (20%).

Across regions there is widespread agreement that having a sustained period of no new cases of COVID-19 in their province will increase their likelihood of undertaking several activities. This is especially true among BC residents who are more likely to indicate this for activities such as going to the gym, going shopping, going to a bar/pub, and eating in a restaurant.

Watch for further details on Canadians’ perceptions and behaviours related to the COVID-19 pandemic.

This survey was conducted online from May 13 to May 15, 2020, with 1,230 Canadians 18 years of age or older, from the Logit Group’s COVID-19 Canadian Omnibus. Fielding every two weeks, the Logit Group’s COVID-19 Omnibus surveys sample Canadians to ask about their opinions and behaviours related to the pandemic. 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.

Narrative Research, (www.narrativeresearch.ca), is one of Canada’s leading public opinion and market research companies. 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

COVID-19 OMNI Wave 2 Results

In the coming weeks and months Canadians are unlikely to undertake activities beyond their job or a health-care visit, unless there is a sustained period of no new cases of COVID-19 in their province or a vaccine being available.

  • Canadians are most likely to return to work, if possible, in the coming weeks and months. In contrast, Canadians are least likely to take a flight or send their children to daycare.
  • Although there is some uncertainty around what it would take for Canadians to be more likely to undertake certain activities in the coming months, having a sustained period of no new cases of COVID-19 in their province is an overall theme of importance, along with a vaccine becoming available.

May 26, 2020

LIKELIHOOD OF UNDERTAKING ACTIVITIES IN THE COMING WEEKS AND MONTHS
Given the impact COVID-19 has had on routine in-person activities, Canadians were asked their likelihood of undertaking a series of activities in the coming weeks and months, if possible. Results show that Canadian residents are most likely to return to work (51%), while one-third of Canadians indicated they would be likely to visit the dentist for a routine cleaning/procedure (33%), and two in ten Canadians would visit a physiotherapist/ chiropractor (21%). Canadians indicated that given the opportunity, they would be less likely to send children to school (15%) or take a taxi/Uber/Lyft (15%), take a flight (13%), or send children to daycare (12%).  Indeed, the majority of Canadian residents are unlikely to undertake any of those four activities.

Perhaps not surprisingly, likelihood of undertaking a health-related visit increases with age. Indeed, those 35 years of age or over are slightly more likely to indicate in the coming weeks and months that they would visit the dentist or a physiotherapist/chiropractor. Across regions, Canadians are fairly

consistent in their opinions on likelihood of undertaking activities. Interestingly, BC and Ontario residents indicate a lower likelihood of returning to work compared to their counterparts in other parts of the country.

WHAT IT WOULD TAKE TO MAKE UNDERTAKING ACTIVITIES MORE LIKELY

Canadians with a low likelihood of undertaking any of these seven 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 a sustained period of no new cases of COVID-19 in their province, and in some cases having a vaccine available. Thirty percent of those with a low likelihood of sending their children to school indicate having no new cases of COVID-19 would increase their likelihood of sending their children to school. Roughly one-quarter of Canadian residents with a low likelihood indicate the same for going to work (23%) and visiting the dentist (25%), and slightly fewer residents indicate the same for sending their child to daycare (21%), taking a taxi/Uber/Lyft (19%), and visiting a physiotherapist/chiropractor (19%). Four in ten Canadians with a low likelihood of taking a flight would require having a vaccine available (39%) to increase their likelihood of that activity. Additionally, the highest levels of uncertainty concern taking a taxi/Uber/Lyft (29%), sending children to daycare (25%), and visiting a physiotherapist/chiropractor (24%).

Across regions there is widespread agreement that having a sustained period of no new cases of COVID-19 in their province will increase their likelihood of undertaking certain activities. Atlantic Canadians and those aged 18-24 are more likely to indicate having a vaccine available will increase their likelihood of taking a flight, compared to their counterparts.

This is the first of two research summaries that will be provided within the week. Watch for further details on Canadians’ perceptions and behaviours related to the COVID-19 pandemic.

This survey was conducted online from May 13 to 15, 2020, with 1,231 Canadians 18 years of age or older, from the Logit Group’s COVID-19 Canadian Omnibus. Fielding every two weeks, the Logit Group’s COVID-19 Omnibus surveys sample Canadians to ask about their opinions and behaviours related to the pandemic. 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.

Narrative Research, (www.narrativeresearch.ca), is one of Canada’s leading public opinion and market research companies. 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

COVID-19 Omnibus Wave 1 Results

Canadians recognize the importance of sharing their opinions at this crucial time, and largely feel now is an appropriate time to participate in research.

The results from our first #COVID19 Omnibus are in. Click the link below to see the full results. This is the first of four research summaries that will be provided within the next two weeks.  Watch for further details on Canadians’ perceptions and behaviours related to the COVID-19

#pandemic. In partnership with Narrative Research, the research was conducted from April 16 to April 19, 2020, with 1,231 Canadians 18 years of age or older.

Read the full results here

COVID19results2

COVID-19: Business Continuity

To all of our friends & colleagues,

In light of the current COVID-19 virus, we are carefully monitoring the situation by following national and global updates and implementing measures to ensure our employees’ well being, in addition to ensuring reliable business continuity.

We have not experienced any significant impact to our business operations to date. Our employees are based throughout North America and are equipped to work from a remote location. We are also working diligently to limit any potential impact to our clients and vendors.

Effective immediately we have implemented the following protocols:

•          Business travel restrictions until further notice

•          Leveraging virtual and/or teleconference meetings

•          Cancelling large group gatherings until further notice

•          Ensuring national Public Health agencies’ best practices are being followed at all of our offices (including call centers)

•          Secure technology in place for employees to work from home if necessary (including call centers)

Feel free to reach out to us with any questions.

Thank you,

Sam Pisani
Anthony Molinaro
Paul Molinaro
Managing Partners

The Logit Group

Paul Izzo Joins the Logit Group

Toronto, ON, March 10th, 2020

Paul Izzo joins The Logit Group Inc.

The Logit Group, one of North America’s largest independently owned market research execution and data collection firms is pleased to announce that Paul Izzo has joined the team as Vice President, Sales & Business Development.

In his new role, Paul will be responsible for increasing Logit’s client base in the US marketplace as well as overseeing new and strategic sales and growth initiatives.

“It’s with great enthusiasm that we welcome Paul Izzo to the Logit team”, said Managing Partner, Anthony Molinaro. “I’ve had the pleasure of working with Paul over the years and his professionalism and client first attitude makes him a tremendous resource to both our team and our clients.  His hand on approach to projects gives him a unique perspective on things and allows him to develop innovative solutions to complex data execution problems.  As we focus on our continued growth in the US, Paul will serve as an integral part of that expansion.”

Prior to joining the Logit Group, Paul recently served as Executive VP for Directions in Research, where he held the title since 1999.

“I am really looking forward to working with the team at Logit,” Says Paul.  “Logit has a phenomenal track record in the research space, and with the resources and capabilities that they bring to the table it’ll allow me to further enhance the portfolio of solutions I’m able to deliver to my clients.”

Headquartered in Toronto, with offices across North America, Logit is widely regarded as one of the top innovators in research execution services, combining a highly experienced team with a unique mix of innovative and proven approaches to solve complex data collection needs for their clients.

Web site: www.logitgroup.com

 

How to Gain a Competitive Edge Using MR

How to Gain a Competitive Edge Using MR

Since Daniel Starch developed his theory in the 1920s that advertising had to be seen, read, believed, remembered, and most importantly, acted upon, in order to be considered effective; companies have been using research as a means to gain a competitive edge on their competitors.

Research methodology and techniques have evolved substantially over the years most noticeably since the turn of the millennium. Conducting research has become faster, cheaper and more efficient; allowing companies of all shapes and sizes access to it. With companies conducting research in one form or another more than ever before, the challenge to gain meaningful unique data has grown ten-fold.

The pursuit of consumer insights has become an arms race, with the most successful companies finding ways to not only understand, but leverage insights at breakneck speeds. Those who have been able to harness the power of insights have flourished in the post brick and mortar retail world, while those who haven’t have faded into obscurity and obsolescence.

So how does market research play into the success of a company? And what are some areas of focus that companies can look toward in 2020 for a competitive edge?

Looking at Purchase and Usage Trends

purchase trends
To know where you’re going you need to know where you’ve been. By evaluating both purchasing and product usage behaviour of your current customers, you can understand the why, when and how of their consumption and through it can see trends and potential areas for change and enhancement. There are a few keyways to do this each with their own inherent benefits:

In Store Observations: Allows you to see consumers in their natural environment and gives you an understanding of their path to purchase.
Online communities: A small representative population of your consumer base. Gives you quick access to run both quantitative and qualitative data.
Point of Purchase / Interaction data: Short follow up quantitative survey delivered post interaction.
In Home Usage Tests: Diary / Log of a consumer’s interaction with your product and key takeaways of it’s use.

Gaining Competitive Insights

competitive insights
As important as it is to know how your consumers use your product / services, it’s also equally important to know how your consumers view you in relation to your competitors. Several ways to do this include:
MaxDiff Exercises: Respondents evaluate all possible pairs of items within the displayed set and choose the pair that reflects the maximum difference in preference or importance
Conjoint Analysis: Helps to determine how people value different attributes (feature, function, benefits) that make up an individual product or service

Leveraging Technology and Automation

leveraging technology
As the speed of business continues to get quicker and quicker so too does the speed at which insights are gathered and put into use. The ability to leverage technology and automation has become more important amongst the ever-evolving business landscape. Here are a few areas where you can gain a competitive advantage.

Facial Coding: Allows you to capture a respondent’s emotional engagement to any stimulus in real time.
Chat Bots: Conduct qual style exercises at the size of quantitative studies

Through harnessing the research techniques above you too can ensure that your company has a competitive advantage. Want to learn more about how you can implement these on your studies, contact us to learn more.

Top 5 Market Research Predictions for 2020

Top 5 Market Research Predictions for 2020

This is the time of year when everybody seems to be making predictions. Within the realm of market research, I’ve seen quite a few articles forecasting methodologies and the impact of data privacy. From my own experience, here are five trends or changes the industry will experience in 2020.

1. Outcome- and strategy-first methodologies will be embraced.
In the coming year, business outcomes from research and insight will become even more important to drive results and profit from the data gathered. Success will be achieved through the increased integration of people, data, and technology. The combination of different data sources should enable businesses to move from insight-driven to result-driven, enabling the insight team to be one of the most important functions. For this to work in 2020, we need curious individuals who can answer the “why” question, working hand in hand with best-practice technology solutions.

2. DIY research will come into its own.
With so many start-ups and small to medium-sized businesses, there seems to be even more use cases for “do it yourself” research. Companies like SurveyMonkey, Typeform, and Zappi offer a DIY research format, allowing individuals to create their own research program without needing to discuss anything with an actual person or agency. For 2020 to be the year for DIY research, though, there must be more go-to-guides and information to help individuals conduct market research by themselves.

3. Unlocking privacy compliance will be key.
Yes, this one is probably on every prediction list over the last few years, but there’s a reason for it. Data privacy continues to be a big deal, and we are just beginning to feel the impact of the various global legislative initiatives that relate to this topic. As I like to say: “The bigger the company, the bigger the threat.”

At the moment, there seems to be no standard way of working with privacy-related requirements—different businesses are seeking different solutions for the variety of compliance issues. In 2020, I firmly believe we will see standard protocols emerge that will lead us to a less-fragmented market (and less-fragmented privacy rules, in general). However, the real value will be seen by organizations that look for ways to address compliance needs while also unlocking new potential value for data stakeholders.

4. Data science will overtake insights.
Market research has historically focused on data collection, and analysis has typically been simple. This applies to qualitative as well. In some ways, however, the market research industry was ahead of its time—the ability of decision-makers to use data to guide their decisions has lagged the capacity to collect it.

Now that the data industry is much larger, you could argue that market research is being absorbed into data science. There are huge amounts of programmers and software developers in our industry—while many are adept at selling, they know little about marketing or research. (To be fair, they usually do not refer to themselves as “marketing researchers.”)

For market research to be the golden industry, we have to go beyond mechanical data collection, simple analysis, and interpretation. Instead, we must work closely with AI, machine learning, and data scientists. However, I still feel that a market researcher with sound experience will still have an amazing career in the industry. Those able to design primary quantitative research who have a good grasp of statistics—as well as marketing and business in general—will be at an advantage, as will top-notch qualitative researchers.

5. We will reach peak innovation.
Innovation is a word I hear a lot, but it can sometime feel like people are only saying it because it’s a great marketing buzz term that makes you sound amazing and at the top of your game. The desire for market research agencies and boutiques to pump out faster and more reactive products has never been so strong. In 2020, I feel like we may well reach peak innovation, but the technology that is available today will continue to get better. This means new tools will be able to deliver timely insights that provide business results and outcome-first approaches to market research and data.

Conclusion
Overall, I feel that outcome-first methodologies will come out on top while the inclusion of DIY research will become prominent in the sector, especially for small and medium-sized businesses. Better yet, I feel like the industry hasn’t reached its summit. While it might have peaked in terms of innovation, it can still grow and improve with respect to the value it adds.

While January is a time for predictions, it’s also a time for resolutions. There are many people who still don’t see the value of market research, so I challenge you to set a goal for this year—go and change one person’s opinion of this important sector. If all those reading this can do that, our field will be off to a great 2020. Have a great year!

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About Jake

Jake-Pryszlak_avatar_1546770824-400x400  

Jake Pryszlak, commonly known as the Research Geek, is a 3-time award-winning market researcher, blogger and speaker. He’s a current Forbes columnist who is active across a plethora of social media channels. His aim is to share his market research knowledge with others in the industry. You can find his blog and social media channels here.