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Navigating New Realities: Insights from Quirks Chicago 2025

DWG Admin on April 25, 2025

The recent Quirks Chicago conference offered a compelling look into the current trends and challenges of market research. L&E Research was on the ground, capturing the pulse of change directly from industry leaders and innovative thinkers. Here are the key insights and reflections from this impactful event.

Synthesizing the Real and Synthetic

One of the standout themes at this year’s conference was the continuing exploration of synthetic versus real participant data. While artificial intelligence (AI) has carved a significant space in market research, industry leaders remain clear on one point: AI can help – but it shouldn’t drive.

Synthetic data serves well for early explorations, spotting macro trends, screening concepts at scale, rapid testing, and filling gaps in large datasets. It’s perfect for quick-turn insights when “good enough” is genuinely good enough. However, when emotional nuance, behavioral accuracy, cultural context, and creativity are critical, human input remains irreplaceable. As emphasized throughout conference sessions, the future is hybrid, leveraging the strengths of both synthetic and real data to deliver actionable insights.

Insights at the Speed of Change

The ability to obtain rapid insights is no longer just beneficial; it’s essential. Kraft Heinz emphasized that swift insights can become a competitive advantage, enabling quicker decision-making, faster project timelines, and ultimately more successful product launches. Delays in insights can mean missing market opportunities entirely.

But speed doesn’t mean compromising quality. Effective market research today requires agile methods like real-time intercepts and job-to-be-done frameworks, complemented by the strategic use of AI. The goal is a streamlined pathway from question to insight to action, achieved through collaborative efforts between research partners and brands.

Emotion Drives Consumer Choices

Consumer behavior is increasingly recognized as emotionally driven. This was underscored in sessions led by Kraft Heinz, Mars, and Colgate-Palmolive. The core message? Successful brands aren’t just selling products – they’re nurturing emotional connections. Real consumer insights help companies understand the emotional underpinnings of consumer decisions, shaping strategies that resonate deeply and consistently.

For example, Kraft highlighted that while data informs the narrative (e.g., “33% cost savings”), it’s qualitative research that reveals the genuine emotional motivations behind consumer actions, such as a parent’s sense of achievement when providing nutritious snacks to their kids.

Strategic Breadth: A New Imperative

The concept of “strategic breadth,” introduced by Scientific Games, emerged as another key takeaway. This approach encourages companies to diversify their strategic thinking, drawing from a broad spectrum of insights and analytics. Strategic breadth isn’t merely about data collection but about integrating varied insights to build resilient and adaptable strategies that succeed in dynamic market environments.

The Power of Storytelling

Consistently echoed throughout the event was the importance of storytelling. Brands shared that insights alone rarely drive change – it’s the stories crafted from these insights that influence decisions, shape behaviors, and ultimately sell products. Researchers today must be storytellers, not merely data providers, effectively translating data into compelling narratives that resonate with stakeholders.

Collaboration and Innovation

Collaboration emerged as a critical ingredient for innovation. Brands increasingly seek research partners who can proactively offer creative solutions, support accurate and timely data collection, and ensure that panelists’ voices are authentically represented throughout the research journey. The emphasis is on partnerships that yield deeper insights and foster continual innovation.

Final Thoughts

Quirks Chicago 2025 reaffirmed that market research is at its best when it seamlessly integrates technology and human insight, speed and depth, data and emotion. As we navigate the complexities of today’s market landscape, embracing these dualities will be essential to capturing authentic insights that truly resonate.

At L&E Research, we’re committed to this balanced approach: leveraging cutting-edge technology alongside genuine human connection to deliver powerful, actionable insights. Because understanding people isn’t just our job; it’s at the heart of everything we do.

Injection Naïve: The New Unicorn?

DWG Admin on March 27, 2025

If you are a human factors engineer, medical device UX researcher or a healthcare market research firm, you have surely experienced a growing difficulty fulfilling injection naive quotas for your injection device usability studies. There has been a dramatic shift over the past decade in recruitment incidence within the injection naive vs injection experienced patient and caregiver segments.

Historically, when designing research outside of diabetes, injection experience was the low incidence cohort. However, over the past decade the pendulum has swung significantly in the other direction making inclusion of true lifetime injection naive patients and caregivers the needles in a haystack. In order to successfully execute injection device usability studies, it is important to understand the current climate as related to injection experience within the US population.

Why The Shift?

There are numerous factors leading to the injection experience incidence shift over the past ten years.

Diabetes continues to increase in diagnosis rate annually and is estimated to now affect 12% of the US population rising to 29% in the elderly. While there is an abundance of treatment modalities available, insulin is the #1 prescribed injectable in the US. 23% of diabetic patients self administer insulin.

The rise in autoimmune conditions accompanied by the emergence of self-administered biologics. 10% of the US population is affected by an autoimmune condition. Of those diagnosed, 6% are prescribed an injectable biologic.

Approximately 10 million patients in the US are diagnosed with osteoporosis. Forteo and Prolia, both injectable treatments and prophylactic approaches to treating osteoporosis are delivered via at-home injection.

Hormone replacement therapy diagnostics, education, accessibility and affordability has led to 20 million Americans being placed on an HRT protocol with 1.2 million inclusive of an injectable therapeutic.

Allergies and anaphylaxis, especially in children, have risen significantly over the past decade. The CDC now estimates 1 in 4 children have a diagnosed allergy. With that, there is an elevated population of children, and subsequently adults, trained to administer an EpiPen.

The growing popularity and now widespread access of injectable GLP-1 agonists will likely be the anchor forever sinking injection naive recruitment feasibility. Millions of Americans have now at least tried an injectable GLP-1 for diabetic management and/or weight loss. These statistics are expected to continue to climb due to the abundance of recently confirmed positive clinical outcomes and widening of regulatory approvals.

Tightened Definition of “Injection Naive”

Despite the growing adoption and prescribing of patient delivered injectable therapies, in recent years we have seen research designers, largely influenced by FDA guidelines, further narrow the definition of the “injection naive” individual. Most impactful is “injection naive” defined as lifetime injection experience with any device for any duration of time.

This is routinely confirmed to include the injection of self, the injection of others, the injection of a pet, being trained to perform an injection including simulation into an injection pad. By default, anyone who participates in an injection device usability study would then be considered “injection experienced”.

Challenges in Recruitment

Given the aforementioned rise in injectable therapies coupled with the tightening of naive definitions, recruitment of injection naive participants is becoming increasingly difficult, if not impossible in the setting of certain conditions.

The US general population is an injection experienced population. While this is great news for the injection experienced quota buckets, seeking patients and caregivers who are truly injection naive is rarely a feasible avenue in the US, especially in the setting of a chronic condition.

The Recommendations

The most important factor is education and intervention at the design level should a device usability project include a naive segment. As, once the device research methodology is approved, it is incredibly difficult to walk it back and request flexibility and exceptions.

Below are recommendations for ensuring your research is well represented by an injection naive cohort while presenting a segment that is recruitable to your recruiting firm. Including even one of these options in the design of your naive quota qualifiers significantly increases the incidence of recruitment.

Be Specific. Tailor your device experience to the device being tested. Autoinjectors, pre-filled syringes, injection pens, infusion and patch pumps, vial/ syringe and wearable injectors all require different techniques of administration. Experience with one does not equate to experience for all.

Consider the Time Lapse. A good rule of thumb is 10 years. It is reasonable to assume, especially with the forever changing injection device design, that if an individual has not administered an injection within the past 10 years, they can be considered naive.

Be Open to Surrogates. If true, lifetime injection naivety must be a requirement, it will be imperative to open the pool. Especially in the context of a chronic condition, whether patient or caregiver, the recruit criteria will need to allow for the inclusion of proxy participants from the general population to represent the naive cohort.

The Screener. It is important that the developed screener clearly distinguishes between injection-naive and injection-experienced individuals. One must take care to ensure the final screener is fully inclusive of all devices, injection methods and time periods as is required to qualify for the research.

We are privileged to conduct medical device usability research in the US. To maintain our progress and prevent recruitment challenges, it is essential for everyone involved in device UX to stay informed about the evolving trends in the adoption and prescription of at-home administered injectables nationwide.

This awareness should be integrated into the development of participant inclusion criteria. By doing so, we can ensure a seamless recruitment process for all parties involved: the client, the recruiting firm, and the participants.

Originally published on GreenBook.org on August 13, 2024.

Human-Centered Research: What We Learned at Intellus 2025

DWG Admin on March 27, 2025

One of the most appreciated aspects of Intellus this year was its intimate atmosphere. Unlike massive industry events, the conference fostered deeper conversations and direct collaboration between agencies, consultants, panel providers, and clients. Seeing familiar names and faces always feels like a reunion, but what stood out most was how closely sessions aligned with the realities of our daily work, tackling tangible issues with actionable insights and practical strategies that healthcare research teams can implement immediately.

At L&E Research, our healthcare team came away energized by key themes: deeper partnerships, thoughtful integration of emerging technologies, and an unwavering focus on the people at the heart of every study: patients, caregivers, and healthcare professionals (HCPs).

Here are our key takeaways shaping how we continue to support our clients and the communities we serve.

From Service Provider to Strategic Partner

The days of simply being a behind-the-scenes research provider are over. Organizations are increasingly looking for true thought partners: teams that provide holistic insights, agile solutions, and a comprehensive understanding of their audience.

At L&E Health, we’re committed to being more than a recruitment partner. We proactively offer perspectives that might otherwise go unnoticed, particularly from harder-to-reach populations like patients and HCPs. Cross-functional collaboration allows us to maintain agility and elevate our role as strategic advisors. It’s about shaping smarter, more human-centered insights.

Technology and the Human Experience

AI was unsurprisingly a central focus at Intellus. The message was clear: organizations must experiment with AI now or risk falling behind. However, adopting AI effectively requires intentional support from leadership to ensure teams have time to explore and build essential skills.

Integrating AI in healthcare research presents challenges alongside opportunities. Can AI-driven chatbots genuinely build rapport? How well can they interpret subtle, nonverbal cues essential in healthcare conversations? While AI offers significant potential – like global consistency, multilingual support, cost efficiency, and geographic reach – it still lacks the critical empathy of human moderation.

A particularly urgent issue raised was adverse event (AE) reporting requirements, which demand a response within 24 hours. If AI is moderating, who’s monitoring in real time? Can we risk missing a serious patient-reported outcome because no human is present to interpret or escalate it?

Another critical tech consideration is accessibility. Mobile-first research methods are essential for reaching participants where they are, particularly busy HCPs and lower-income patient populations whose primary internet connection is their smartphone. However, incompatible technology can unintentionally exclude these critical voices. Addressing this isn’t just a technical issue; it’s fundamental to inclusivity and quality of insights.

The future of AI in healthcare research is promising but requires thoughtful, responsible implementation and human oversight to ensure quality and safety.

Transforming Insights & Analytics

McKinsey Consulting presented a powerful roadmap for healthcare insights teams seeking to increase their strategic impact:

Shift from Passive Reporting to Active Guidance: Insights should proactively inform decisions, driving immediate, practical actions rather than simply generating passive reports.

Ensure Insights & Analytics Has a Voice in Strategic Decisions: Position insights and analytics teams as trusted advisors by consistently involving them early in strategic conversations, enabling insights to shape critical business decisions from inception.

Align Insights Closely with Business Goals: Integrate insights teams directly with specific business units to ensure data-driven insights are not only relevant but quickly actionable, bridging the gap between analytics and strategy execution.

Invest in Effective Storytelling and Communication: Transform insights through powerful storytelling and compelling visualization, making complex data clear, memorable, and actionable for stakeholders.

Enable Agile Decision-Making Through Rapid Testing: Promote a flexible approach to decision-making that quickly tests and refines insights, allowing businesses to respond swiftly to market shifts and new opportunities.

Measure Insights’ Impact by Business Outcomes: Demonstrate the value of insights by directly connecting analytics initiatives with measurable outcomes such as revenue growth, customer engagement, and operational efficiencies.

Regularly Connect Leaders to Consumer Perspectives: Foster deeper, firsthand understanding by routinely exposing business leaders directly to consumer and market insights, enhancing empathy and ensuring decisions are grounded in genuine customer needs.

Consistently Deliver Trusted, Actionable Insights: Build and maintain organizational trust by regularly providing accurate, relevant, and strategically valuable insights that become essential to decision-making and long-term planning.

These strategies resonate with our mission at L&E: empowering healthcare organizations to act quickly, connect meaningfully, and lead with insights driven by authentic patient and provider experiences.

Looking Ahead

Healthcare is deeply personal. The insights we gather must reflect that truth – not just through data, but through the stories, needs, and voices of the people behind the numbers.

As we continue to evolve alongside our clients, our focus remains clear: helping brands navigate complexity with confidence, bring diverse voices into the fold, and leverage the best of both technology and human connection to improve outcomes.

We’re proud to be your partner on that journey.

Let’s keep the conversation going. If your healthcare insights team is rethinking its approach, we’d love to talk about how L&E Health can support your vision. Because when it comes to understanding people, we’re the people for you.

Reflecting on QRCA 2025: A Warm and Engaging Gathering for Qualitative Researchers

DWG Admin on March 5, 2025

The annual QRCA conference is always a standout event in the qualitative research industry, and this year’s gathering in Philadelphia was no exception. QRCA has built a reputation for fostering an inclusive and welcoming environment, making it a must-attend for qualitative consultants and researchers alike. While L&E Research’s presence at the event was centered around our exhibition booth, the experience reinforced why this conference remains such a valuable and unique space in the industry.

A Conference That Feels Like Home

One of the hallmarks of QRCA is its warm, supportive atmosphere. Unlike larger conferences that can feel overwhelming, QRCA offers an engaging and interactive experience tailored to the needs of qualitative professionals. The organizers do an incredible job of ensuring that attendees, especially newer researchers, feel included and empowered. From structured mentoring opportunities to casual networking conversations, the event fosters an environment where insights and experiences flow freely between industry veterans and emerging professionals.

This intentional focus on connection and knowledge-sharing is essential to the longevity and success of the research field. By providing a space for experienced researchers to mentor and guide the next generation, QRCA is helping to build a stronger research community—one that values both expertise and fresh perspectives.

The L&E Experience: Conversations and Creativity

At the L&E Research booth, we had the privilege of meeting a diverse group of researchers who stopped by to chat about their needs, challenges, and successes. Our conversations spanned a wide range of topics, from participant recruitment strategies to the latest trends in qualitative methodologies. The opportunity to engage with researchers face-to-face is always invaluable, as it allows us to better understand the evolving needs of our clients and the industry as a whole.

One of the highlights of our booth experience was our interactive game, where we invited attendees to share their most challenging recruiting audience. This competition brought out some incredibly creative and fun submissions, sparking engaging discussions and laughter among participants. It was exciting to see the enthusiasm researchers brought to this activity, making it a standout moment of the event.

Important Conversations on Data Quality

Another key moment of the event was a small group discussion led by Shannon Danzy from the Insights Association and L&E Research’s own Kelli Hammock. The session focused on data quality, particularly the GDQ data fraud initiative and its implications for researchers. In today’s research landscape, ensuring high-quality, reliable data is more important than ever, and it was encouraging to see researchers come together to discuss best practices and strategies for maintaining the integrity of qualitative research. These conversations are crucial in shaping the future of our industry and ensuring that qualitative insights remain authentic and trustworthy.

Looking Ahead

As we reflect on our time at QRCA, one thing is clear: this event continues to be an essential gathering for qualitative researchers. The sense of community, the emphasis on mentorship, and the meaningful conversations all contribute to an experience that goes beyond the typical conference.

L&E Research is proud to support and be part of this thriving research community, and we look forward to continuing these discussions throughout the year. Whether through conferences, webinars, or everyday conversations, we remain committed to helping qualitative researchers succeed. Until next year, QRCA—we can’t wait to see what’s in store!

Participant Engagement: What Makes an Experience Meaningful?

DWG Admin on March 5, 2025

Fresh off the press, it’s another of our Challenging the Status Qual blogs! In the previous edition we dove into understanding participant motivations and the frustrations that appear in the screening process. Now, let’s shift our focus to what makes research participation not just a necessary task but a deeply fulfilling experience, and most importantly, how can we keep it that way.

Research participants consistently report that the process of contributing to studies is engaging. This engagement stems from a combination of the ‘big three’: intellectual stimulation, social engagement, and the tangible financial rewards that come at the end.

Intellectual Stimulation: Appealing to the Mind for the Best Results

Engaging with new products, ideas, and concepts is valuable for participants. Research becomes an intellectual pursuit that keeps them motivated and interested in the process. People consistently enjoy delving into topics that are thought-provoking and relevant to their lives and having engaging discussions. This not only satisfies their curiosity but also gives them a sense of peeking behind the curtain, to explore products like never before. Discussion and idea-sharing further enhance their desire to contribute meaningfully and feel intellectually stimulated by the work and each other.

One participant stated that: ‘It’s always fun to hear what people are thinking. There are a lot of smart people here.’

Social Engagement: Creating Spaces for Community

Participants often value research as an opportunity to learn about new products and ideas while sharing their opinions in a structured and non-judgmental space. They find it rewarding to be in sessions where they not only express their views but also hear from others, taking part in a fun community activity.

One participant fondly recalled a group session where varied opinions were expressed respectfully: “Everybody wasn’t agreeing, but nobody was arguing. You can really kind of feel free to be honest, without offending anyone.” This open exchange brings about a comradery amongst participants, making them feel that their contributions are meaningful not just to a company but the group as a whole.

In-person research offers participants a dedicated space to focus, free from the distractions of daily life. From friendly staff to lobby refreshments, participants appreciate the comfortable environment and enjoy being able to test samples and prototypes in person with like-minded people. The absence of common household distractions—whether it’s family members, pets, or the doorbell— allows participants a break from the everyday to focus on the research.

Compensation: A Tangible and Appreciated Benefit

While it would be fantastic for participants to be powered alone by the love of research, we must not overlook the practical benefit of compensation. Participants are often straightforward when addressing its importance: “Who doesn’t love to get paid for talking?” For many, the financial incentive is a bonus that makes the experience even more rewarding. It’s never really just been about the money, though—it’s about the feeling of being fairly compensated for time and input.

The opinions of our participants are, when it boils down to it, what our clients need for best results. When we ensure that our participants feel valued through proper compensation, we, in turn, secure the best results for our clients.

Curating Meaningful Experiences

Ultimately, combining the ‘big three’ boosts engagement and makes participating in research worthwhile for everyone. By modeling our approach to what participants find fulfilling, we can enhance both their experience and the quality of the research outcomes.

As always, we encourage researchers to listen closely to their participants, valuing their insights not only during the study but in shaping future processes as well.

L&E Health Takes Strides in the Fight Against Type 1 Diabetes

DWG Admin on November 25, 2024

In the heart of Denver’s City Park, team L&E Health joined forces with the community for the Breakthrough Diabetes Walk, a vital initiative aimed at raising awareness and funding for type 1 diabetes research. This annual event is more than just a walk; it’s a powerful statement about our collective commitment to transforming lives and finding breakthroughs in diabetes care. At L&E Research, our mission extends beyond the boardroom and into the heart of the communities we serve, reflecting our core value of giving back.

As part of this year’s event, our team was thrilled to engage directly with participants—patients and caregivers alike. We understand the importance of listening to those affected by type 1 diabetes and providing them with opportunities to voice their experiences. Through initiatives like the Breakthrough Walk, we not only raise awareness but also expand our panel of dedicated participants. This expansion is crucial; it allows us to deliver richer insights and better quality data to our clients, ensuring that the voices of patients and caregivers are heard loud and clear in the medical research community.

Team L&E’s involvement goes beyond mere participation. Each step taken and each story shared at the walk underscores our commitment to improving patient outcomes and enhancing the quality of life for those living with type 1 diabetes. The event has been a resounding success, raising over $430,000 thus far, which will directly support diabetes research and initiatives aimed at making significant advancements in treatment and care.

For L&E Research, the benefits of participating in the Breakthrough Diabetes Walk are manifold. Not only do we expand our database with high-quality, verified patient recruits, but we also reinforce our position as a leader in healthcare research dedicated to making a real difference. Our team members, energized by the opportunity to give back and contribute their time to a great cause, return invigorated, and ready to apply new insights and experiences to their work.

The Breakthrough Walk is a testament to what we can achieve together for the diabetes community. It reflects our unwavering support for groundbreaking research and our dedication to the individuals and families affected by type 1 diabetes. At L&E Research, we remain committed to our foundational value of community contribution, striving each day to not only meet but exceed the expectations of the communities we serve and the clients we support.

As we look to future events and the continuous expansion of our research capabilities, we are grateful for the ongoing support of our participants, clients, and team members who make initiatives like the Breakthrough Walk possible. Together, we are not just walking; we are paving the path toward a brighter, healthier future for all.

The Human Touch in High-Tech Research: A 2024 Outlook on Industry Trends

DWG Admin on November 6, 2024

Our 7th annual Future Trends in Research and Technology webinar brought together leaders in the market research industry to discuss how innovations are reshaping the field. Featuring Barry Jennings from Microsoft, Charlie Rader from Procter & Gamble (P&G), Lenny Murphy from Greenbook, and Brett Watkins and Kelli Hammock from L&E Research, the panel delved into advancements in AI, synthetic data, insourcing, and participant experience. This discussion provided a nuanced look at the balance between embracing technology and maintaining a human-centered approach in research.

AI: Separating Hype from Reality

Artificial intelligence was at the forefront of the conversation, with panelists discussing the distinction between buzz and practical applications. Barry Jennings from Microsoft opened with an insightful take: “I’m not too worried about Terminator or The Matrix just yet.” He shared how Microsoft’s AI efforts focus on tangible improvements, from automating mundane tasks to enhancing the value of qualitative research assets. “What do we do with all those transcripts, videos, etc., and make them more useful research assets?” Jennings asked, emphasizing that AI’s role at Microsoft is less about futuristic scenarios and more about creating efficiencies that allow researchers to focus on deeper insights.

Charlie Rader from P&G added to the conversation by describing AI as a “new operating system” for research. Rader highlighted how P&G leverages AI through external vendors who provide tailored solutions specific to their research needs. “I’m looking for vendors and solutions that have done some of the lifting in that space so that it’s easily moving on into talking with people, getting the conversations done, and then synthesizing to what’s next,” he explained. This focus on customized AI tools underscores P&G’s commitment to actionable insights rather than one-size-fits-all solutions.

Synthetic Data: Enhancing Flexibility and Privacy

When the discussion shifted to synthetic data, Lenny Murphy of Greenbook offered a balanced view of its transformative potential. Synthetic data allows researchers to explore scenarios without compromising privacy, but Murphy noted the limitations: “It’s useful…but it is—I mean, it’s probably the oldest story in market research. You know, Henry Ford said if you would’ve asked people what they wanted, they would’ve said faster horses.” Murphy’s perspective highlights synthetic data’s strengths in testing and simulation while cautioning that it may fall short in truly novel or disruptive research.

Barry Jennings echoed Murphy’s sentiments, observing that synthetic data works best when built on specific, high-quality datasets. “If I were to inform and create synthetic data with a company’s data…that’s going to be way better than a generalized model,” he stated, noting that synthetic data’s effectiveness improves significantly when customized to a particular client’s data environment. Jennings highlighted that while synthetic data has its place, real-world validation remains essential for groundbreaking research decisions.

Insourcing: A Strategy for Enhanced Control

The trend toward insourcing, or developing in-house research capabilities, was a prominent theme. Brett Watkins of L&E Research described how insourcing allows organizations to retain control over their data while reducing reliance on third-party vendors. This approach allows brands to ensure data consistency and alignment with their broader organizational strategies.

In contrast, Barry Jennings offered Microsoft’s hybrid approach, which combines internal research with strategic partnerships. “We believe in having a set of research partners who go deep,” he shared, explaining that working closely with select vendors allows Microsoft to manage its high demand for research without compromising quality. By reserving internal resources for customer-centric projects and relying on trusted partners for other initiatives, Microsoft is able to maintain a flexible yet reliable research structure.

Participant Experience and Sample Quality

Participant experience and sample quality were also top priorities for the panelists. Kelli Hammock from L&E Research emphasized the importance of creating a seamless experience for participants, remarking, “They don’t mind the screening process so much, but they do mind that they’re not being compensated for it.” Hammock explained how incentivizing even the initial stages of research can improve participant engagement. “We’ve seen our engagement rate go from, I believe, 10% up to almost 30%,” she shared, referencing a recent pilot program. By acknowledging participants’ time and effort, the industry can foster trust and increase engagement.

Charlie Rader highlighted the value of treating participants respectfully, noting, “We got to recognize that these are busy moms and dads…and they are taking valuable time out of their lives to be able to share their thoughts with us.” This human-centered approach aligns with P&G’s commitment to treating respondents as valued contributors rather than mere data points.

Strategic Implications and Future Outlook

Throughout the webinar, the panelists emphasized the need for a thoughtful approach to adopting new technologies. Lenny Murphy shared a pragmatic view on the current landscape of AI adoption. “Adoption is still in the infancy, the beginning of the adoption curve,” he explained, pointing out that while AI use is growing, it hasn’t reached mainstream levels across all companies. Murphy predicted that as AI tools evolve, market research would face shifts similar to those seen in quantitative research when automation initially emerged, with AI potentially transforming qualitative research as well.

Barry Jennings highlighted AI’s potential to streamline decision-making processes within Microsoft. He shared an example of an AI tool that could quickly answer questions that would otherwise take weeks of traditional research, noting, “It allowed that analyst to go do something that would fit into a bigger bucket.” Such applications demonstrate how AI can empower researchers to focus on high-value tasks, optimizing both time and resources.

Refining the Signal

The panelists agreed that while technology offers transformative potential, human insight remains central to meaningful research. Charlie Rader highlighted the importance of focusing on data quality and precision, noting, “We are trying to reduce the noise in our data sets to improve the signal…whether that is better screening [or] use of synthetic data.” Lenny Murphy reinforced this view, discussing the need for a thoughtful approach to engaging participants and the broader public: “We do have to do a better job of engaging with folks. We have to do a better job of creating a value exchange, a fair value exchange for their time.”

The 7th annual Future Trends in Research and Technology webinar concluded with a unified message: technology and human insight should work together to advance the field of market research. As Jennings remarked, the current pace of innovation is unparalleled, but “it’s a journey to figure out” how best to integrate these tools. The panel’s insights offer a roadmap for navigating this rapidly changing landscape, where AI, synthetic data, and participant-centric strategies can empower researchers to generate more meaningful and impactful insights.

Optimizing Participant Engagement: Tackling Frustrations in the Screening Process

DWG Admin on November 1, 2024

Welcome back to our Challenging the Status Qual series! In the previous blog of this series we looked at the real motivators for participants, now let’s focus on the delicate step of the screening process.

No one disputes its importance; however, it must be acknowledged that this process can often be a frustrating aspect of qualifying participants for studies.

While essential for ensuring that all the right demographic boxes are ticked and all relevant perspectives are represented, the often-arduous process can leave participants feeling like they got the short end of the stick. We’ve been exploring how we can improve the screening process to better suit them, aiming to increase participation, enhance satisfaction, and ultimately deliver higher-quality data for your research.

The Upside: What Participants Value

Screening has its ups and downs, so we checked in with our participants to understand what keeps them motivated to take part. One of the most appreciated aspects we found is early disqualification in screeners. Participants value their time; they prefer to know as soon as possible if they do not qualify for a study. This helps them avoid wasting energy on unnecessary questions that won’t be used.

Transparency in the initial description of a study is another key factor. When participants are clearly informed about the qualifying criteria—such as needing to be a cat owner or play multiple wind instruments—they can quickly determine whether these apply to them. This simple step prevents the frustration of going through lengthy screeners only to be disqualified for a reason that could have been clear from the start.

The integration of member portals, where participants can easily track their screener status, check relevant appointment dates, and manage tasks or documents, is another positive development. These portals not only lend the research an official air but also provide a central, secure location for participants to manage their involvement.

Clear communication throughout the screening process is crucial. Participants value direct and consistent updates via email, text, or phone, ensuring they are never left in the dark about where they stand in the qualification process.

One participant said: “You don’t know where you stand in their process of qualification. So, L&E makes it very user-friendly to go from the email process to getting booked.”

The Downside: Lack of Clarity

Despite the positives, participants frequently report significant pain points when trying to qualify. Low success rates and repeated rejections are major turn-offs. Many participants express frustration with lengthy, multi-page screeners that give them the impression they are on the right track, only to be disqualified at the very end. This experience can feel like a waste of time and effort. The repetitive nature of these lengthy screeners doesn’t help; participants often feel as though they are being asked the same question in slightly different ways, over and over again. This tediousness can make them feel like their responses aren’t being appreciated or considered, further diminishing their engagement and satisfaction.

Unexpected requirements within screeners, such as needing to upload a photo or record a video, can also catch participants off guard. If they are not able to fulfill these requests immediately, it can disrupt the process, forcing them to pause and return later, which adds to their frustration. Participants suggest that being informed of these requirements upfront would help them prepare accordingly and avoid unnecessary interruptions.

“I’m just not prepared to be on camera, and I didn’t know that was happening. So that can be frustrating because I feel like I have to stop and kind of beautify myself”, said another participant.

Finally, the practice of disqualifying participants based on recent participation in other studies is a sore point for many. Participants often do not understand why past participation should affect their eligibility, especially if the studies are unrelated. This lack of clarity can lead to confusion and a sense of unfair exclusion.

The Fix: Transparency and Better Communication

So, what can we do to improve this? There are several key steps we can take. First, we can increase questionnaire transparency at every stage—from study invitations to overall screener design—to set clear expectations and avoid unnecessary disqualifications. Prioritizing early disqualification and keeping screener questions relevant and concise will also respect participants’ time.

Additionally, better communication about time commitments and any special requirements before participants even begin can help them decide whether to proceed, preventing them from feeling overwhelmed. Reevaluating the criteria for disqualification, particularly regarding past participation, can help retain engaged participants who might otherwise feel unjustly excluded.

Minimizing participant frustrations with satisfaction is essential for optimizing the research screening process. By increasing transparency, improving communication, and refining the criteria for disqualification, we can create a more participant-friendly experience. These improvements not only respect participants’ time and effort but also enhance the quality of the data collected, ultimately leading to more successful research outcomes.

Human Touch and Tech Trends: Fall Events Recap

DWG Admin on November 1, 2024

This fall, we’ve attended some of the most anticipated events of the year: ESOMAR Congress, Insights Association’s CRC, and The Society of Sensory Professionals’ (SSP) Annual Conference were an opportunity to connect with new people, unveil our new brand identity, and fill our notebooks with innovative thoughts and learnings. Continue reading for a round-up of the core themes that emerged from these events,and what opportunities are shaping the future of market research.

Balancing Tech and Human: Corporate researchers face increasing pressure not only to secure budgets but also to justify their roles. With the rise of AI and automation, researchers must now integrate advanced technologies into their workflows while maintaining a human-centered approach. This balance between embracing innovation and preserving human creativity will be key to remaining essential in organizations.

The human element remains at the heart of the industry, even as AI and automated systems streamline data collection and analysis. The shift towards platforms that integrate primary data seamlessly into decision-making processes shows promise for closing the gap between what consumers say and what they do. However, supporting the people behind these systems is crucial—technology should enhance, not replace, the human experience.

The Growing Importance of Consumer Autonomy in Decision-making: Empowering customers by giving them the freedom to choose has proven to be an effective strategy in guiding behavior, even as brands subtly influence decisions. This autonomy underscores the need for researchers to craft strategies that offer choice while steering consumer action.

Irreplaceable Skills: As technology takes on more data-driven tasks, it’s vital for researchers to focus on what makes them irreplaceable: their humanity. Creativity, empathy, and the ability to tell compelling stories set us apart in an increasingly automated world. Storytelling emerged as a powerful tool to transform insights into persuasion. While data lends credibility, it is stories that capture emotions and drive action. However, overloading stakeholders with data can dilute the message—clarity comes from simplicity, not quantity.

Researchers must avoid the trap of focusing solely on analyzing problems. Instead, insights must be actionable, offering clear solutions that align with organizational growth strategies. It’s not enough to admire an issue; the value lies in addressing it directly. With this in mind, insights should be used to support strategic decision-making, rather than defaulting to short-term tactics like price adjustments.

The future of market research will hinge on researchers’ ability to balance data with storytelling, autonomy with guidance, and technology with humanity. By focusing on these areas, researchers can continue to drive meaningful insights that shape business outcomes.

It’s all about the people

DWG Admin on September 17, 2024

Today, we’re very happy to share our new visual identity.

There have been some exciting changes here at L&E over the past year and we felt it was time for a new look to reflect our new strategic focus. While we’ve always been focused on connecting companies and brands with the people they serve, we felt we needed to recognize that more, while incorporating new innovations and future-proofing our company for years to come. Plus, we’re putting more emphasis on our different specialist teams – Health, Consumer, Product Insights, and Legal – focusing on our expertise in these areas.

Our fresh identity is the first step in a brand evolution which builds on several strategic developments which will be announced in the coming months.

For our launch video, we asked our people why they are your people. Listen to what they said here:

As our CEO Brett Watkins says: “Our focus has always been on the people — both the participants in our studies and the clients we serve. This new logo embodies the warmth and approachability that we strive to bring to every interaction. It’s a visual reminder that, at L&E Research, we’re not just about data; we’re about the people behind the data.”

Our new logo is live across all L&E Research’s platforms, including our website, social media channels, and email communications.