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Tag: market research

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

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.

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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.

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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.

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

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

The pandemic has given many Canadians the opportunity to slow down the pace and enjoy personal and family time.

The pandemic has given many Canadians the opportunity to slow down the pace and enjoy personal and family time.
July 28, 2020
While there have been many negative consequences of the overall pandemic experience, there are some positive outcomes that most Canadians have experienced during this period of time.
With home isolation and social distancing in place, most Canadian residents 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 relaxed more than usual, spent more quality time with family members, baked/cooked more than usual, or read more than usual. Close to half indicated that they have slept more than usual, while one-third have exercised more than they normally would. Three in ten Canadians report having developed a new friendship or deepened an existing friendship during the pandemic.

Across the country, results are generally consistent, regardless of province or gender. There are, however, some interesting differences by age. Gen Z residents are notably more likely than other Canadians to have spent quality time with friends (78%), relaxed more (79%), slept more (78%) and to have exercised more (56%). The likelihood of having baked / cooked more often is most prevalent among those under the age of 35, while those aged 25-34 are most likely to have read more (60%) during the pandemic.
This survey was conducted online July 9-11, 2020, with 1,230 Canadians 18 years of age or older, from the Logit Group’s COVID-19 Canadian Omnibus. Fielded monthly, 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