Humayun Khan: Representation within MRx

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

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

Data Visualization

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

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

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

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

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

Multiculturalism

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

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

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

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

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

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

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

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

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