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The Importance of Data Quality and Participant Selection

DWG Admin on August 27, 2024

Market research has changed significantly over the past decade. The traditional methods of gauging consumer preferences and behavior are evolving rapidly, driven by technological advancements and shifting consumer expectations. Effective sampling methods and two crucial elements emerge as key to successful market research: data quality and the careful selection of research participants.

Why Data Quality Matters

Data quality forms the foundation of meaningful market research. Companies collect massive amounts of information, but extracting actionable insights requires separating signal from noise.

The value of insights depends entirely on reliable, accurate underlying data. Poor data quality creates flawed analyses, bad decisions, and missed opportunities.

Data quality requires a comprehensive approach. This means adopting robust collection methods that reduce biases and errors.

Modern researchers use multiple tools – online surveys, social media monitoring, and other techniques – to gather data from various sources. Advanced analytics and machine learning help identify patterns, trends, and outliers, improving both quality and relevance.

Protecting Consumer Data

Privacy and security of consumer data have become essential requirements. Data breaches and privacy violations create serious concerns for organizations and consumers alike.

Companies must implement strict data protection measures for sensitive information.

Following regulatory frameworks like GDPR and CCPA builds consumer trust and protects research integrity. Transparent data handling strengthens the entire research process.

Effective Sampling Methods for Participant Selection

Data quality depends heavily on who provides that data. The research sample composition directly impacts the validity and usefulness of findings.

Representative and diverse participant pools better reflect real-world populations.

Proper sampling methods involve selecting participants through demographic diversity, psychographic segmentation, and behavioral profiling. Gathering perspectives from various demographic groups captures a complete spectrum of viewpoints and preferences.

Psychographic variables – lifestyles, values, and attitudes – reveal deeper motivations behind consumer behavior.

Participants genuinely interested in the research topic provide more authentic responses. Community panels, focus groups, and longitudinal studies build ongoing relationships with engaged participants, generating richer insights over time.

Advanced Sampling Methods Reduce Bias

Quality participants require systematic bias reduction. Quality sampling methods require implementing rigorous screening criteria and randomization techniques that minimize selection bias while maintaining sample representativeness.

Validation measures like attention checks and consistency tests help gauge response reliability and reduce response bias impact.

Building Better Research Practices

Market research success depends on both data quality and participant selection working together. Organizations combining advanced methods with strong data privacy standards gain competitive advantages.

Diverse, engaged participant samples provide the foundation for understanding consumer behavior and preferences. Companies investing in proper research practices build stronger connections with their target audiences and drive sustainable growth.

Hearing from Microsoft, PepsiCo, and Verizon at Quirks NYC 2024

DWG Admin on July 24, 2024

Hearing from Microsoft, PepsiCo, and Verizon at Quirks NYC 2024

Welcome to our recap of one of the most anticipated events in the insights industry—Quirks NYC 2024! Hosted at the iconic Jarvis Conference Center in Midtown Manhattan, this year’s event was packed with knowledge, networking, and innovative ideas. With a lineup that included case studies from top brand insights teams, the latest technology from suppliers, and insights from seasoned researchers, Quirks NYC was nothing short of the summer’s highlight for anyone involved in market research.

Customer-Centric Innovation with Oura Ring

One of our favorite sessions featured Oura Ring, a brand that has redefined how we think about health and wellness. Oura shared how they adopted a mobile-first approach to connect with their customers, leveraging new technology to build an unblinded community through their app, and engaged users in real-time feedback loops. This not only improved the development process but also deepened customer loyalty and turned users into brand ambassadors. Our key takeaway here? Meeting customers where they are, using the technology they are already engaged with, can deliver swift, valuable insights while boosting brand loyalty.

The Hidden Cost of Poor Data Quality

In a session that challenged the status quo, dtect highlighted a topic that is very close to our hearts at L&E: the importance of data quality. Especially, how often suppliers mask bad data with surface-level cleaning. The real cost of bad data, they argued, is hidden in the financial and strategic losses it incurs. Suppliers and brands must engage in honest discussions about fraud prevention and data integrity. It’s crucial to track and evaluate sample suppliers over time to maintain data quality and accountability. We couldn’t agree more!

PepsiCo’s Journey from Order-Taker to Strategic Partner

PepsiCo shared an inspiring journey of transformation. Over nine years, PepsiCo’s insights team evolved from being perceived as mere task managers to becoming strategic partners integral to the company’s goals. The session emphasized the importance of aligning research value with organizational objectives and fostering internal partnerships at all levels. Change is challenging, but with persistence and the right approach, researchers can elevate their role within any organization.

Harnessing Agile Insights with Target

Target’s exploration of private-label potential underscored the growing consumer trust in private-label brands, which now account for $217B in revenue. Although the session didn’t dive deeply into specific strategies, it highlighted the importance of agile, authentic product insights in capturing this market trend.

Building Strong Client/Supplier Partnerships: Essential Elements

Microsoft led a session on the five pillars of successful client-supplier partnerships. Here’s a quick rundown:

1. Institutional Knowledge: Throughout a partnership, vendors will acquire growing knowledge of your business, processes, and preferences. However, be wary of too much comfort. Continuously evaluate both your needs and your supplier’s capabilities.

2. Turnover: Effective communication is crucial during transitions to maintain synergy and efficiency. Work to minimize disruptions.

3. Transparency: Both parties should be clear about their strengths and limitations from the outset and throughout the partnership.

4. Consistency: Maintain high standards in quality and communication to build and preserve trust.

5. Follow-Up: Establish a regular cadence of feedback and communication to ensure continuous improvement.

Re-imagining Qualitative Research

During a panel discussion, Verizon, GoGo squeeZ, and Sargento shared their innovative approaches to qualitative research, which we found extremely interesting. Verizon emphasized the importance of understanding the customer experience beyond quantitative data, shifting focus to qualitative designs, using virtual back rooms to facilitate in-person groups with minimal travel.

Sargento has embraced online focus groups, offering better access to diverse target audiences as well as fitting with younger generations’ preferences. While in-person research remains crucial for product development, online methods have proven valuable for other types of studies.

Quirks NYC 2024 was a useful learning and networking opportunity. Whether you were there in person or missed it, we hope these highlights provide a glimpse into the vibrant discussions and innovations that made this year’s event one to remember!

The Real Participants’ Motivators

DWG Admin on July 22, 2024

Research participants have often been overlooked, but we want to change that. Working with our researcher partners, we asked participants what keeps them engaged and what drives them away.

With learnings from our popular webinar “Consider the Consumer: Creating a Better Member Experience to Increase Qualitative Community Health,” we’re challenging the industry to improve participant engagement, elevate the research experience, and enhance data quality.

In the first blog of this series, we looked at how to collectively enhance a participant’s experience. Next, we asked our panelists what motivates them to participate in research…

Beyond Financial Gains

“The main reason would be the remuneration that you receive. That being said, I’ve had the opportunity to be part of some projects that were interesting on their own merit” said one of our participants.

While compensation is a primary motivator for individuals to participate in research studies, the benefits extend far beyond financial gain.

Participants value the opportunity to contribute meaningfully to product development and innovation. They enjoy the interesting and diverse experiences that research offers. They also appreciate the credibility and legitimacy of trustworthy research firms.

These factors combine to create a positive and engaging research experience. This fosters participant pride and satisfaction.

Contributing to Innovation

One compelling reason people participate in research studies is the opportunity to contribute to product development and innovation. Participants truly value the chance to provide feedback that shapes the future of products and services they care about.

This sense of contribution is heightened when they see their input reflected in finalized products. This reinforces their pride in contributing to the innovation process.

Another participant said: “I enjoy being part of the development process of the things that we’re looking at and testing. I feel like some of the things we all talk about do provide value, and that products may get modified based on our feedback.”

Mix it up

Engaging and diverse experiences are key to maintaining participant interest. Researchers should offer a range of experiences that are interesting and varied, breaking the monotony of daily routines.

These experiences can include testing new products and technologies or participating in focus groups and interviews. Each study should present a unique scenario that requires participants to think critically, express their opinions, and interact with new concepts.

Such engagements can be intellectually stimulating and enjoyable. This makes the research process a worthwhile endeavor beyond monetary rewards.

The Importance of Credibility

The credibility and legitimacy of the research firm conducting the study are crucial factors that enhance the participant’s experience and ease their apprehension.

Research ethics play a vital role in building trustworthy research firms that ensure participants feel their contributions are valued and their personal data is handled with care and confidentiality.

This trust fosters a positive relationship between participants and research firms, encouraging repeat participation and long-term engagement with research, as well as encouraging word of mouth and referrals to other potential participants.

A participant said: “There are a lot of scammy research platforms where they pay you in points, and I feel like through L&E I was able to figure out what I should be looking out for in other databases.”

Being Part of Something Bigger

Overall, people often wish to experience a broader impact that transcends their immediate benefits. They want to become part of a thriving research community driving forward change and innovation.

This collective effort benefits participants’ morale and contributes to real societal advancements. The knowledge that their participation helps improve products and services for the wider public instills a sense of altruism and communal responsibility. This encourages participants to return to chase that feeling.

“Sometimes it makes me feel kind of cool, […]it makes me feel set apart from other people. There’s a little bit of pride in there, I get to help design (some products)”.

Building Trust Through Research Ethics

So, while compensation remains a primary motivator, the full spectrum of benefits includes the opportunity to contribute to product development. It includes the enjoyment of diverse and engaging experiences. It also includes the credibility associated with reputable research firms.

Proper research ethics ensure that involvement in research is not just about earning money. It’s about making a meaningful impact and being part of something larger than oneself.

Strong research ethics combined with recognizing and enhancing these aspects help ensure a positive and engaging research experience. This fosters participant pride and satisfaction. Ultimately, this leads to better data quality and more impactful research outcomes.

Enhancing Participants’ Experience Together

DWG Admin on July 3, 2024

For too long, the experience of research participants has been overlooked. At L&E we are determined to give participants’ a voice, beyond the single research project.

Together with our research partners, we conducted a study to understand what motivates people to not only sign up, but to continue to engage in research, and what pain points drive them from continuing to stay engaged in the research process.

This new blog series is an extension of our popular webinar “Consider the Consumer: Creating a Better Member Experience to Increase Qualitative Community Health.” It’s aimed at bringing our findings to life, and to be a wake-up call for the qualitative research industry; recognizing that while we do our best to elevate how participants are treated, the broader industry perception will continue to suffer unless other panel providers also commit to these changes.

So, here’s our challenge to all providers to take bold steps in revamping their processes, ensuring that research participants are engaged, enhancing the quality of data and the reputation of our industry.

Before we dive deep into the findings, let’s start by setting the scene…

Why It’s Important To Understand Participants?

Research participants are the lifeblood of qualitative research. Their opinions and insights drive the decisions that shape our products, services, and strategies across a plethora of advanced industries.

However, the participant experience often leaves much to be desired. Improving participant experience is essential for data quality.

Lengthy screeners, low qualification rates, and a lack of transparency lead to frustration and disengagement, ultimately compromising the most important thing, data quality.

So, with our research we want to explore strategies to increase retention and reduce attrition by creating a better member experience within qualitative panels.

Our hypothesis is that a better member experience increases engagement and retention leading to higher data quality.

Rules Of Engagement

The relationship between panel size, incidence rate, and response or engagement rates is crucial for the success of the research. Engagement rate is measured over time, while response rate is specific to individual projects.

Incidence refers to the proportion of respondents who meet study criteria. A large member base is vital for accessing diverse and niche segments, but as response rates decline due to survey fatigue and other factors, more invitations are required, perpetuating a cycle of low response and incidence rates.

This affects research efficiency, cost, and data quality. Poor participant experience exacerbates these issues. To address this, rethinking panel engagement strategies is necessary, especially for low-incidence populations.

A New Strategy For Improved Response Rate

An average survey response rate for qualitative research can vary widely, typically ranging from 5% to 30%. At L&E, we’ve tracked our engagement rates, defined by the frequency with which our members interact with the L&E opinion site and complete screeners to qualify for studies.

In 2018, our engagement rates were around 16%. After conducting in-house research and implementing member feedback, we saw an increase to about 23% in 2019. During the COVID-19 pandemic, engagement rates spiked to nearly 50%, stabilizing at 34% for 2020.

As life returned to normal, engagement rates readjusted to about 17% in 2022 and then to 15% in 2023. These fluctuations highlighted the need for a new strategy post-COVID, one that prioritizes participant experience.

What Influences Response Rate And Participant Experience?

Several variables can cause response rates to be lower in qualitative research. One major factor is the incentive offered to participants.

If the incentive is too low, especially for in-person research requiring travel, respondents may feel that the compensation does not adequately cover their time and expenses, such as traffic or gas.

Additionally, the requirements for participation, such as completing homework, pre-work, or product testing surveys, can become burdensome. Transparency about these obligations is crucial for a positive participant experience.

Other factors that affect response rates include the specificity and sensitivity of the topic. When study descriptions are vague or when respondents are not given enough information, they may be less inclined to participate due to a lack of buy-in.

Topics that are too sensitive or not of personal interest can also deter participation. For example, a vegan is unlikely to engage in a screener for a dairy product study.

Screener fatigue is another significant issue; if respondents repeatedly attempt to qualify for studies without success, they may become disheartened and take a break from market research.

To address these challenges, we are conducting in-depth research with our panel to better understand the factors influencing engagement and to refine our strategies accordingly.

Ready to learn more about participants’ motivations, legitimacy and credibility? Stay tuned for our next blog. In the meantime, check-out our webinar and hear directly from our experts.

The Business of What’s Next: Anticipating Disruptions in Market Research

DWG Admin on May 29, 2024

The Business of What’s Next: Anticipating Disruptions in Market Research

Business as usual now means anticipating what’s next. Advancements in insights come with other considerations that can be as disruptive as the technology itself, such as new processes, data-management and ethical considerations.

So, what are the biggest disruptions we believe will affect the industry over the next year? From technological innovations to shifting consumer behaviors, here’s a glimpse into what lies ahead to help you stay ahead in the insights industry.

AI-Powered Insights: Artificial Intelligence (AI) is poised to revolutionize market research methodologies. By harnessing the power of machine learning algorithms and natural language processing, researchers can analyze vast troves of data with unprecedented speed and accuracy. AI-driven platforms can sift through consumer feedback, social media conversations, and other unstructured data sources to uncover hidden patterns and emerging trends, enabling organizations to make more informed decisions in real-time.
Automation and Agile Research: Traditional market research methods are giving way to agile, iterative approaches that prioritize speed and flexibility. Automation tools streamline data collection, analysis, and reporting processes, reducing manual effort and accelerating time-to-insight. From online surveys to mobile ethnography and virtual focus groups, technology-enabled research methodologies empower researchers to gather insights swiftly and adapt to rapidly evolving market dynamics.
Big Data Integration: The proliferation of digital touchpoints has led to an explosion of data sources, from web analytics and social media metrics to IoT sensors and transactional records. Integrating disparate data streams into a unified analytics framework enables researchers to gain holistic insights into consumer behavior and preferences. By leveraging big data analytics platforms, organizations can uncover correlations, causations, and predictive patterns that were previously hidden amidst the noise.
Blockchain for Trust and Transparency: As concerns surrounding data privacy and security mount, blockchain technology emerges as a potential solution to restore trust and transparency in market research. By leveraging blockchain’s immutable ledger and cryptographic protocols, researchers can ensure the integrity and provenance of data throughout its lifecycle. Moreover, blockchain-based incentive mechanisms enable fair and transparent compensation for participants, fostering greater engagement and cooperation in research initiatives.
Ethical Considerations and Consent: As market research becomes increasingly data-driven, ethical considerations surrounding consent, privacy, and data usage come to the forefront. Organizations must navigate a delicate balance between extracting valuable insights and respecting individuals’ rights and autonomy. Implementing transparent data consent mechanisms, anonymization protocols, and robust data governance frameworks is imperative to build and maintain trust with consumers in an era of heightened data scrutiny.

Market research will be characterized by innovation, agility and ethical stewardship. By embracing AI-driven insights, automation, and big data integration, organizations can unlock new methods for understanding consumer behavior and anticipating market trends. Leveraging blockchain technology can enhance trust, transparency and engagement in research initiatives.

Those who embrace these disruptions will emerge as the trailblazers of tomorrow’s market research landscape AKA the business of what’s next in insights.

April Adventures: Atlanta to Austin and All Around

DWG Admin on May 7, 2024

April Adventures: Atlanta to Austin and All Around

Several members of team L&E attended the Insights Association’s Annual Conference and IIEX North America this past April. We wanted to share our takeaways from these two wildly different events.

IA’s Conference was a collaborative and hands-on event, including brainstorming workshops to ideate on a participant bill of rights, an AI policy, or actions to support accessibility. IIEX, on the other hand, was a traditional event with multiple concurrent sessions to choose from and dozens of exhibitors; the event was packed with fantastic information, if a bit overwhelming.

Looking Into the Future at IA’s Annual Conference

In the fast-paced world of business, the ability to anticipate trends and adapt to change is crucial. But what exactly does it mean to have insight versus foresight? And how can these concepts be leveraged to drive profitability and success?

Insight vs. Foresight

Insight is about understanding the present moment, gaining a deep understanding of current trends, and using that knowledge to make informed decisions. Foresight, on the other hand, is about looking ahead, exploring possibilities, and envisioning different futures. For businesses, insight is about understanding the current market landscape, identifying opportunities, and addressing challenges. Foresight, on the other hand, is about anticipating future trends, preparing for potential disruptions, and staying ahead of the curve..

The Power of Collaboration

To truly harness the power of insight and foresight, collaboration is key. Collaborators must be willing to share information openly, be transparent about their goals and objectives, and be willing to take risks. Collaboration is not just about working together; it’s about having something to lose and something to gain. It’s about bringing together diverse perspectives and ideas to create something new and innovative.

Asking Better Questions

One of the keys to successful collaboration is asking better questions. Instead of simply asking what your partners can do for you, ask what they need and what would make their lives easier. This shift in perspective can lead to more meaningful and productive collaborations.

Personalization and Lifestyle

In today’s marketing landscape, personalization is key. Customers are bombarded with marketing messages every day, and they’re becoming increasingly selective about what they pay attention to. To stand out, marketers need to personalize their outreach and make it relevant to their target audience. Lifestyle content is also becoming increasingly important. Customers want to know not just what a product does, but how it fits into their lives. Providing content that helps customers envision how they can use a product in their day-to-day lives can be incredibly powerful.

The Role of AI in the Future of Work

As AI continues to evolve, the question of how and when to integrate it into the workforce becomes increasingly important. While AI has the potential to automate many tasks, there are also concerns about its impact on jobs and the economy. Finding the right balance between human and machine labor will be crucial in the years to come.

Improving Data Quality and Accessibility

Improving data quality is essential for businesses looking to make informed decisions. This includes treating people like people, by creating a better experience for research participants. Accessibility is also a key consideration. Businesses should strive to create tools and processes that are accessible to all, regardless of their background or abilities. This includes designing user-friendly interfaces, recruiting a diverse range of participants, socializing data and insights, and implementing inclusive practices.

Focus on AI, Authenticity and Diversity at IIEX North America

As researchers well know, the technology and tools used to understand consumer behavior and preferences change constantly, but the fundamentals remain timeless including the need for authenticity and inclusivity in marketing strategies.

Historically, certain industries have focused their marketing efforts on specific demographics, inadvertently excluding others. Take, for example, the history of hip hop, initially marketed predominantly to African Americans, while neglecting their Hispanic audience. This oversight highlights the importance of marketing to “not your audience,” recognizing the diverse interests and preferences within different communities.

Breaking out of common biases and trends and truly gaining the perspective of the population, whether it’s diversity of race, sex, orientation or geography, income bracket or age, is essential. However, some audiences feel that when you lean in too hard, the effort becomes exploitative and disingenuous. Brands are moving away from the obvious efforts like only featuring Black content during Black history month or debuting a line of rainbow clothing for pride month. Instead, there is a shift to include diverse voices in the ideation and creative process. This can be achieved by creating combined advisory boards of employees and consumers, as well as finding more authentic and diverse methods for product development, such as sourcing diversity in your vendors to effect a more authentic approach.

Authenticity is a cornerstone of successful marketing, emphasizing the need for brands to align their actions with their values. The concept of “feeding two birds with one scone” underscores the importance of efficiency and effectiveness in marketing strategies. Gen Z, in particular, values diversity and representation in marketing, preferring inclusive messaging over targeted approaches.

AI presents a unique opportunity for market researchers, offering insights and ideas at scale. However, human judgment remains essential in making sense of AI-generated data. Synthetic samples, while not a replacement for human input, can be valuable for training purposes, enhancing the capabilities of moderators and improving conversation quality.

In marketing communications, understanding client needs and building trust are paramount. Flexibility and simplicity are key, along with a focus on delivering tangible benefits and differentiators. Emotion should not be overlooked, as it plays a crucial role in resonating with audiences and building lasting connections.

The key themes at IIEX were authenticity, inclusivity, and innovation. By embracing these principles and leveraging the capabilities of AI, researchers can navigate the future of insights with confidence and creativity.

Two Different Events With Common Threads

The biggest values of the IA event were the brainstorming and workshops, which allowed us to be part of the process. While at IIEX, the amount of information and networking opportunities was almost overwhelming (in a good way). Despite being so different, both events focused on the importance of collaboration, inclusivity and embracing AI for the benefit of consumers and researchers alike.

The Crucial Role of Participant Engagement in Qualitative Market Research

DWG Admin on April 4, 2024

In the realm of qualitative market research, research participants are not just mere contributors but the very lifeblood of the industry. Their insights, opinions, and experiences are the raw materials from which researchers derive valuable consumer behavior insights, preferences, and trends.

Without the active participation of real individuals, researchers would be left in the dark, unable to gather the data necessary to inform crucial business decisions and strategies.

At L&E Research, we operate under the hypothesis that a superior member experience leads to increased engagement and retention, ultimately resulting in higher data quality. This hypothesis is rooted in the idea that by engaging and rewarding honest participants while also identifying and deterring fraudulent participants, we can significantly impact the overall success of qualitative research projects.

We firmly believe that creating a better participant experience is a collaborative effort within the industry and by sharing our findings and best practices, we aim not only to improve the quality of participant recruitment but also to elevate the overall value of qualitative market research.

The Impact Of COVID-19 On Participant Engagement

The COVID-19 pandemic had a profound impact on engagement rates in the industry. With businesses shuttering and individuals seeking alternative sources of income, engagement rates surged in 2020.

However, as life began returning to normal, engagement rates readjusted to pre-pandemic levels in 2022 and 2023. This shift highlighted the need for new strategies to maintain participant engagement in a changing environment.

Building A Diverse Member Base For Better Engagement

A large and diverse member base is essential for providing researchers with a broad spectrum of perspectives and insights. This diversity allows researchers to access niche segments of the population that are otherwise challenging to reach, such as high-income earners, frequent travelers, or early adopters.

However, maintaining a sizable member base presents its own set of challenges when it comes to participant engagement.

Addressing Declining Response Rates And Participant Engagement

One such challenge is the declining proportion of invited respondents who complete screeners. This decline can be attributed to various factors, including survey length, design, incentive structure, timing, and the level of engagement and trust of the respondents.

As the number of available screeners and invitations increases, respondents may experience survey fatigue, leading to lower response rates and potentially compromised data quality.

While screening participants will always be a necessity, it is incumbent upon us to streamline the process and ease the burden of identifying and selecting suitable research candidates. Improving the member experience is an ongoing process that requires us to adapt to technological advancements and evolving human behaviors.

Strategies that are effective today may not be as impactful in the future, underscoring the need for regular review and updating of engagement tactics and strategies.

Optimizing Technology For Enhanced Participant Engagement

To address this need, L&E Research is actively optimizing its member portal, L&E Opinions, with a primary focus on improving the user experience. This includes making screeners and activities more accessible, enhancing the survey experience, simplifying the sign-in process, developing a mobile app for better communication, and implementing a gamification system where members can earn rewards for completing activities.

Best Practices For Improving Participant Engagement

To further enhance participation satisfaction and participant engagement, recruitment suppliers can implement several best practices, such as improving acceptance rates, targeting participants using demographic data, streamlining opportunities in a central location, communicating research expectations clearly, offering rewards for attempted screeners, and incentivizing referrals to grow the member base.

For researchers, it is imperative to respect participants’ time by keeping screeners short and simple, only requesting necessary information, avoiding changes that would affect participants once obligations are set, sharing research results when possible, and implementing tactics to keep discussions lively and activities engaging.

The Future Of Participant Engagement In Market Research

Participant engagement stands as a crucial pillar for the success of qualitative market research. By fostering a better member experience, researchers can increase engagement and retention, leading to higher data quality and more valuable insights.

It is essential for the industry to collaborate and share best practices to continuously enhance participant recruitment and engagement strategies, thereby elevating the quality and impact of qualitative market research.

The 5 Advantages of Working with an ISO Certified Partner

DWG Admin on March 4, 2024

In an era where worries about data security breaches and privacy violations are widespread, especially in sectors such as healthcare and finance, safeguarding sensitive information is one of our utmost priorities at L&E.

The ISO 27001 certification that we obtained last year is a reaffirmation of our commitment to data protection and security. As we continue to expand our work with global clients in healthcare and finance, we want to reflect further on the importance of adopting robust measures to safeguard sensitive information.

So, here’s why organizations should choose to work with an ISO 27001 certified partner:

1. Peace Of Mind From An ISO 27001 Certified Partner

An ISO certification serves as a key indicator of a company’s dedication to excellence in information security. It provides clients with peace of mind, knowing that their data is handled with care and in compliance with globally recognized standards.

2. Regulation Compliance With ISO 27001 Certified Partners

In industries where data protection is paramount, ISO 27001 certification is a big deal. It ensures that companies are safeguarding sensitive information, such as customer data and intellectual property, ensuring compliance with regulations like GDPR and HIPAA.

3. Reduced Risk Through ISO 27001 Certified Partner Processes

By proactively identifying and managing information security risks, ISO 27001 certified partners minimize the likelihood of disruptions to your operations. The ISO-certified processes and procedures enable us to anticipate and address potential threats, ensuring the continuity of your business activities.

4. Solid Trust And Reputation

An ISO certification isn’t just about meeting regulatory requirements – it’s about building mutual trust. Working with trusted partners is key to the success of a project and a fruitful relationship.

5. Increased Engagement In The Healthcare Community

Patients and providers are becoming more vigilant and selective in choosing partners who prioritize data protection. By partnering with an ISO 27001 certified partner, you protect respondents’ data and ensure that it’s utilized in the right way, fostering trust and confidence in your research initiatives.

For L&E, achieving ISO certification wasn’t just about meeting client requirements – it was about embodying a culture of security and trust. It’s about proving that ‘what we say is what we do’ and ensuring that every aspect of our operations is held to the highest standards. Want to learn more? Contact us today.

QRCA 2024: The Qual Research Landscape of Tomorrow

DWG Admin on February 5, 2024

QRCA 2024: The Qual Research Landscape of Tomorrow

The L&E team has just returned from the QRCA Annual Conference held in Denver. We came back inspired and energized by the innovations sweeping through the market research qualitative industry, and the alternative thinking promoting growth and inspiration within the industry. We left buzzing with new information and ideas; here are our top learnings:

New talent for a growing sector

There’s strong evidence that the market research industry is thriving. Major universities now offer advanced programs in market research, showing increased awareness and the need for formal education. Even though formal education is important, recognizing, hiring, and mentoring new talent directly into the profession is still highly valuable and crucial.

Psychedelics in an AI-Hyped World

What do psychedelics have to do with research and AI? Presenters provided an overview and history of psychedelic research, its historical uses, and how the human mind responds to psychedelics compared to AI-related technology. During the presentation, the case was made that the more creative, authentic, and interpersonal experience provided with controlled micro-dosing may have a place in both modern mental wellness and possibly in research. This was a thought-provoking-only conversation, as current federal laws actively prohibit formal research into psychedelics dating back to the early 1970’s.

Put Participants First

Several presentations revolved around understanding the research experience of the qualitative study participant. The challenge of engaging authentic participants in real-life scenarios is becoming increasingly recognised and a debate has struck up regarding the best ways to utilize them. On one side of the debate, brands and researchers are pouring themselves into identifying and researching their ‘ideal audiences’ while grappling with the issues of heightened fraud, consumer mistrust, and an increasing number of participants sharing negative experiences, influencing potential candidates for future research within the industry.

So how can we tackle this? Researchers need to be intentional about providing and safeguarding a positive participant experience, extending from screeners to incentives. This involves disqualifying candidates early, creating inclusive screeners and discussion guides, anticipating diverse opinions and emotions, respecting participants’ time, and, when feasible, sharing the results with them.

The Role of AI in Qual

AI tools can assist in nearly every facet of qualitative research, but not without caution. The recent reliance on AI platforms has been sparking questions around safeguarding proprietary information and Personally Identifiable Information (PII) when utilizing different AI platforms. To ensure the protection of this data, the recommendation is to use a paid version of Gen AI. Paid versions of Large Language Models (LLMs) establish a “walled garden,” preventing the LLM from continuous learning within the context of your inputs. This ensures the safety of the information involved in your research.

Despite this precaution, it is advised to still scrub any PII before incorporating data into any Gen AI software, even within the walled garden framework, for the utmost security.

Steps towards Inclusivity

The Insights Association’s ‘IDEA counsel’ presented their 2023 research into how qualitative research approaches Gender and identity when going into a project. How do research candidates respond to gendered questions during the screening process? And how do we ensure the inclusion of as many participants as possible? As considerations surrounding gender continue to remain fluid, the ‘IDEA council’ found that using Male, Female, and I chose to self-identify, as gender options within screeners resonated within the LGBTQ+ community. Further work is being done by the IDEA Counsel to explore additional subsets of data as well as answer order (Alphabetical vs. Male, Female, etc.) and various gender-affirming terms and how they are presented during the screening process.

The QRCA Annual Conference has not only provided our team with a wealth of insights but has also reinforced our conviction in the vibrancy and potential of the market research qualitative industry. The emphasis on key topics such as AI and gender inclusivity reflects the industry’s adaptability and forward-thinking spirit. As we integrate these learnings into our practices, we are excited about the industry’s trajectory and our role in shaping its innovative future.

Recipe for the perfect qual panel: Step Six

DWG Admin on February 2, 2024

Recipe for the perfect qual panel

Step Six: How to Make it Happen

Welcome back to our ongoing series uncovering the key ingredients behind the perfect qualitative panel. In this edition, we’re diving into the behind-the-scenes elements that make the process seamless and effective – from the importance of the team’s expertise to the technological prowess driving operations.

Experience and Background

When working on recruiting the perfect qual panel, finding the right partner is key. Having a team that brings years of hands-on experience from various facets of qualitative recruitment is paramount for success. At L&E for example, we value internal growth, often promoting from within, fostering a team culture that thrives on diverse expertise and shared best practices. Each year, we dedicate hundreds of hours to equip our teams with the latest insights and expertise in qualitative research.

How to measure success

While profit and revenue are integral, it’s important to prioritize comprehensive metrics that foster accountability and maintain top-notch quality across all service areas. Key Performance Indicators (KPIs), such as profits, revenue, and cash flow only tell part of the story; equally important are the metrics implemented that enable employees to understand where they fit into the bigger picture of the company. L&E Research has spent years developing metrics that create a culture of accountability. Our metrics are built not only to drive fiscal success, but most are built to ensure a consistent level of quality in all service areas. From show rates to panel expansion goals, these metrics ensure consistency and success.

Proprietary Technology and Virtual Facility:

To help the recruitment process run smoothly you can rely on advanced technology. Our Facility Manager Plus (FMP), serves as the backbone of our operations. FMP is a robust platform that streamlines recruiting, project management, and onsite services. It boasts advanced features like keyword search, automated quota tracking, and client-accessible recruitment status updates 24/7.

Technology also plays a key role since the demand for virtual facilities in qualitative research has surged, reshaping the landscape of how studies are conducted. Our Virtual Facility, powered by industry-leading video-conferencing platforms such as Zoom and Teams, offers a virtual backroom experience for clients. With streaming capabilities to the Client Portal, this feature enables chat functions, video markers, and clip editing tools, allowing seamless collaboration and observation during sessions.

Commitment to expertise, innovation, and the right technology isn’t just about meeting research needs; it’s about pushing the boundaries of what’s possible to achieve high quality qualitative research. Our journey through these fundamental elements concludes here, but the quest for excellence in qualitative research continues.