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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.

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.

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 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.

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.

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 Five

DWG Admin on November 29, 2023

Recipe for the perfect qual panel

Step Five: Quality Control for Qualitative Excellence 

To ensure the success of your qualitative research, maintaining high quality-control is imperative across all industries. But don’t worry, you’ve made it this far. By following the next steps, you’ll be well on your way to creating a top-notch qualitative panel. We’ll be exploring the dual realms of professional and government verification, emphasizing meticulous scrutiny in various fields, from healthcare to business research. Our journey continues with insights into the confirmation process and inventive strategies, serving as a guide for fostering participant commitment. Finally, we’ll delve into the tech-savvy approach, underscoring the significance of technological excellence in crafting insightful and impactful qualitative research panels.

Professional and Government Verification

Ensuring the integrity of research participants involves professional and identity verification. In any field, meticulous vetting is always crucial. Utilizing resources such as LinkedIn, WebMD, corporate websites, and email domains, professionals’ backgrounds and expertise can be verified to make sure you know who you’re getting involved with. Identity verification on a personal level is also a fundamental requirement, necessitating the collection of a government ID for all research. This process is especially critical when dealing with sensitive or confidential information. By taking a dual verification approach you can make sure that your commitment to maintaining the highest standards of participant integrity in research initiatives shines through.

Confirmation Process and Incentive Options

High participant engagement and commitment are priorities, but how can we get this? The most important step to ensure that recruits follow through on their commitment is communication. This applies to both verbal and written communications. Panelists want to know what is expected of them so that they take their research commitment seriously, requiring a strategic approach to confirmation and incentivization. Your confirmation process should leave nothing to the imagination, including verbal recruitment calls and detailed confirmation emails. A multi-phased approach ensures clarity, and a systematic tracking system guarantees timely reminders and follow-ups. Your participants have taken the time out of their day to help you get what they need! Return the favor by offering various incentive choices, spanning from electronic gift certificates to tangible ones, recognizing the participants’ efforts and time. This practice aids in nurturing their dedication to qualitative research endeavors.

Double and Triple Checking

A robust double-checking process is the make or break of a great panel. Rescreening should never be overlooked and should be conducted onsite during check-in. This serves as a critical step in verifying how consistent participant responses are and evaluating their suitability. This initial check is pivotal in upholding the quality of selected participants. In the virtual environment, a meticulous check-in process is equally essential. Taking the time to collaborate with clients to establish project expectations and technical requirements is an often overlooked factor in ensuring there is no room for oversight. Recruits should be screened for technology proficiency, and when needed, thorough technology checks – which should be conducted in advance to prevent potential issues. Comprehensive double-checking approaches safeguard the integrity of the research process, offering a reliable guide for qualitative studies irrespective of any potential research platform used.

Building a successful qualitative research panel demands meticulous attention. By adopting a dual verification approach—professionally and through government verification—participants’ integrity remains paramount. Clear communication and strategic incentives ensure commitment, while thorough check-ins and technology readiness screenings secure the panel’s reliability. These steps provide a reliable guide for maintaining high standards across qualitative studies, making the process both achievable and rewarding.

From Chat GPT to Gen Z: Key Takeaways from our Time at CRC

DWG Admin on November 17, 2023

From Chat GPT to Gen Z: Key Takeaways from our Time at CRC

This year’s CRC conference provided us with valuable lessons in steering growth amid uncertainty. The event was designed exclusively for insight leaders and professionals seeking career advancement by delving deeper into economic, environmental, and social influences on market research. We all actively gathered and shared enlightening insights, highlighting evolving industry trends and emphasizing the growing necessity for adaptability. Here are our key takeaways:

Collaboration Trumps Competition

Throughout the conference speakers emphasized the paradigm shift towards collaborative thinking and away from competitive thinking. In this era, where community-generated brands are on the rise, finding a common ground is key. Brands should focus on personality and values rather than traditional data-based demographics, indicating a move towards community-centric engagement.

The Role of AI in Market Research

While AI is set to play a pivotal role in market research, maintaining a balance with human involvement is essential to keeping uniqueness alive. Our attendees noted that AI on the respondent side is still a work in progress. Figuring out how to identify and prevent Chat GPT usage is swiftly becoming more of a concern. Currently, AI detection relies on practical tips such as recognizing language patterns, asking for opinions or emotions, navigation protection, and copy/paste protection in programming builds. Even employing swear words, a tactic unavailable on platforms like Chat GPT due to restrictions, proves remarkably effective. However, given the rapid pace of AI advancements, it’s uncertain how long these methods will remain effective.

Building Trust Through Transparency

The importance of trust between the industry and consumers emerged as a recurring theme; with the consensus being that it is earned through transparency, and honesty about how company objectives will affect future projects. The insights sector was urged to align on the definition of transparency, their goals, and values. Stakeholder biases should be understood, progress on sustainability issues shared, and transparency promoted both internally and externally for a better client-side relationship.

Targeting Gen Z Differently

Understanding and engaging Gen Z requires a never-before-seen approach. This socially conscious generation values inclusivity, diversity, and mental well-being. Companies should adapt their strategies to connect with these individuals based on shared belief systems and making value-based connections as a serious and effective approach to forming connections across generations.

Strategies for Survey Success

There is nothing more frustrating than a lack of survey engagement, but the cause of survey dropouts is hardly a mystery. Quitting halfway through a survey or just not starting it, is primarily caused by a lack of engagement and frustration with poorly phrased questions. To ensure maximum response rates, CRC recommended implementing the Survey Design Framework, use clear and concise language to avoid confusion, and always make secure links for all projects a priority.

The CRC event provided us with a sneak peek into what the future may hold for market research, and what the pressing current concerns are. This felt like a hub for collaboration, innovation, and the exchange of ideas, enabling insights professionals to navigate the complexities of their field and emerge as strategic leaders in an ever-changing landscape.

6th Annual Future Trends of Market Research and Technology

DWG Admin on August 29, 2023

For the 6th consecutive year, industry experts from Microsoft, Procter & Gamble, Greenbook, and L&E Research gathered to discuss the state of the market research industry and its challenges, particularly in relation to data quality and authenticity.

Generative AI has been the hottest topic of conversation throughout most of 2023, so we jumped right into it, head first.  One might suspect that the discussion would be focused on the unethical use of generative AI when research participants are completing surveys and screeners, but Lenny Murphy shared an example that was far more nefarious.  When analyzing the latest results from the annual GRIT survey, the Greenbook team identified over 600 responses that had been AI generated, which comprised almost 20% of their overall survey completions.  Suppliers should have techniques and processes in place to mitigate respondent dishonesty, but what we didn’t expect to see was fraud committed by organizations within our industry.  Panelists who attempt to defraud research do so primarily for one reason: the incentive. Although the GRIT survey is not incentivized, Charlie called attention to the fact that the GRIT results influence corporate budgets and the technology solutions that clients look to engage with. So by training AI to auto-complete the survey, these companies are attempting to skew the results in their favor to increase their business opportunities in an incredibly unethical manner.  In fact, this level of deception is more appalling than a consumer participant trying to make a quick $75 bucks.  The greatest challenge and concern is that the AI-generated responses were difficult to distinguish due to their contextual accuracy and depth.

Continuing the conversation around data quality, Lenny then called attention to fraudulent or inauthentic participant responses within the industry.  He mentioned that around 70% of sample responses might be discarded due to authenticity concerns, and shared that we have an urgent need to address the crisis of data quality and authenticity within the market research industry.

What are some things research buyers and designers can do to improve the quality of research collected?  Lenny, Barry, and Charlie all made suggestions that may help to mitigate fraudulent data, such as:

  • Embedding non-conscious measurement in surveys to ensure responses are genuine

  • Implementing measures to ensure data quality before surveys are even conducted, using metrics and quality assurance steps to detect potential fraud and improve data integrity

  • Employ strategies like red herring questions and other techniques to identify and remove fraudulent responses

  • Shift focus away from the race-to-the-bottom pricing mentality and instead prioritize high-quality sample providers with whom trust has been established

Generative AI is a powerful tool, and will do a lot of good.  Better algorithm and hardware development has led to more processing power, and manufacturers of neurotechnology devices are making rapid advancements as it relates to scans and wearable devices.  Device manufacturers are looking for ways to implement AI sensors into wearables, such as earbuds, smartwatches, VR headsets, and other consumer based technologies.  While this technology is still in its infancy, and currently these devices can only measure and pick up low frequencies, the technology will get better, stronger, faster.  This will allow practitioners, specifically in the medical field, to monitor brain functions in ways that we probably have not yet realized.  Humans have limitations, but computers can process and execute millions of data points and provide analysis in a fraction of the time.

Device manufacturers have also started exploring ways to use devices to regulate moods.  For example, an implant can suppress depressive thoughts, like a pacemaker for the brain, therefore enhancing the quality of life for those who suffer from clinical depression.  There may come a day when an implanted brain chip could control devices, which could be life-changing to someone who is paraplegic and unable to do so using their own extremities.  Modern AI utilizes neural networks modeled after biological brains, and AI is creating, or rather, generating, more like the human brain would.  In our industry, researchers are already using AI tools to analyze, synthesize, summarize, and to some degree, predict human behavior, leading to insights, but will there ever be a time when we can use brain scans to gain those same insights?  Will our understanding of the human brain, supported by AI, ever advance to the point where we can simply look at a brain map and extract the “why” behind consumer behavior?  At its current stage of development, AI’s potential lies in aiding human researchers, and should be treated as an assistant or a new hire, requiring careful review and validation of its outputs by human researchers.

All this, of course, brings up a very important question: Whose job is it to regulate AI development?  According to a survey published earlier this year by Ipsos, survey participants say 53% believe it’s the company’s responsibility, and 44% believe it’s the government’s responsibility.  Regardless of who makes decisions regarding AI regulation, we have to make good choices early – we won’t be able to backtrack once the proverbial cat is out of the bag.

AI is going to create new challenges that all panel suppliers will need to recognize and resolve.  As generative AI gains popularity with the general public, we are likely going to see an increase in use of AI when answering open-ended question types.  Articulation is how we gauge the level of responsiveness and engagement when searching for the best potential participants.  If their articulation response is generated by AI, the candidate may look good “on paper”, but it’s likely the articulation is false and may not be truly indicative of a quality participant.  Another challenge that we’re likely on the precipice of is participants using AI to complete asynchronous research activities.  Safeguards on the technology side need to be implemented, such as fraud detection tools, so that researchers are alerted to suspicious responses that may be AI generated.

This does increase the need for honest and transparent communication.  When situations such as these arise, clients should be extra diligent in sharing these details with their project manager.  Suppliers don’t want to provide clients with panelists who are only interested in shortcuts to a quick incentive, and clients aren’t interested in these candidates either.  This must be a collaborative effort of “tattle-tale” to make sure the bad actors are not used for other research.

The key will be understanding what motivates participants, taking steps to work to better the participant’s experience, and for all parties involved to collaborate and embrace best practices as it relates to participant experience.  This needs buy-in from everyone: brands, agencies, researchers, technology providers, and panel providers.

So what are some things the industry can do to increase overall panel ecosystem health?

  • Write better/concise screeners: A screener should have one objective: to qualify or disqualify a recruit.  When scripting recruitment screeners, there’s a simple rule that few follow, but all should.  If the question isn’t determining an inclusion criteria or a quota, then it should not be on the screener.  This is not an opportunity to do quant work, and the time for gathering information is in the research session, not during the qualification phase.  What should a supplier do when extraneous questions are included, but the researcher insists “the client wants to know” in advance?  A good supplier will make recommendations that are beneficial to all parties involved.  A supplier has a responsibility to both their client and the participants with which they engage, so they must find the right solution to both ensure ecosystem health and fulfill the researcher’s objectives.  Recommend collecting “profiling” questions in a re-screener, right before the session begins, or in the session itself.  Alternatively, a “Getting to know you” assignment completed asynchronously after the qualification phase is a great way to minimize screening while still collecting data prior to the session.

  • Target the audience: A strong provider will have a powerful system designed to account for a multitude of participant variables, such as the ratio of screeners completed vs screeners qualified, or when someone last qualified for a study, and of course, the ability to track static data points, such as gender, age, ethnicity, etc.  Accounting for these variables, the project manager will always target the ideal candidates first, therefore minimizing the overall outreach volume needed to fulfill recruitment, ergo reducing overall screener fatigue on their panel.

  • Balance your audience with high incidence targets: Sometimes there’s a disconnect between the audience a brand wants to engage for their research and what is viable for panel suppliers to provide.  I’m not implying brands shouldn’t try to engage with their low incidence audiences – these customers may be key to finding the insights necessary.  However, projects can be very successful when conducted with a broad and balanced audience including both low and high incidence targets, for example brand users (low) vs category users (high).  If the recruitment supplier is unable to secure the expected net for a low incidence audience, and options have become scarce, the researcher should be ready to offer flexibility and adapt their research.  While this pivot does require additional steps, for example, updating the discussion guide to target an alternate audience, the researcher may find insights they weren’t expecting by engaging an audience they weren’t considering, and the adaptation could be an incredibly successful step in meeting their research objectives.

  • Create a custom panel with your supplier: Many clients rely on a panel built for their unique research needs. A few examples…
    A researcher would like to conduct a series of interviews with a broad target audience, but each phase of research may be targeted, so a custom panel is built implementing the overarching criteria of that audience.  From there, the research team can strategically apply a few screening questions to determine which recruits may be the best fit for a variety of research phases.  Breaking the screening process into separate conversations reduces panel fatigue because inclusion in the custom panel means that the candidate will be participating in some variation of this large multi-phase project, and they don’t feel like they’ve wasted their time on a qualification process for which they aren’t eligible.  In fact this may make them eligible to participate in a few phases of this large project, making this a much more satisfactory and lucrative process to the research participant.
    Another example is utilizing a qualitative panel to conduct quant-qual hybrid research recruitment.  This can be a very cost-effective solution for projects that require the highest quality for both phases.  Your recruitment provider can supply a targeted sample for your quant survey deployment, and based on the responses received, qualitative recruits can be picked from this larger pool (or vice versa).

  • Compensate fairly: Treating participants respectfully means fair compensation for their time.  While budget is always a variable, trying to skimp on participant incentive isn’t where researchers should trim costs.  This is bad for the overall ecosystem, and will reduce response rates for your project.  Low incidence paired with a poor incentive may mean the recruits that are willing to participate aren’t of the highest caliber – you may get what you pay for.
    If the incentive budget is restrictive, find other ways to compensate participants.  Are you testing a product, and if so, would it be an option to allow the tester to keep the product?  Allowing them to keep a device with a market value of $200 will be an alluring incentive when combined with a less than alluring cash incentive.

  • Share “bad actors” and validate panels: If we identify that “Joe Schmo” has been cheating the system, then it’s our job to put a stop to that.  We may have recruited Joe for a study, only to see his face again three weeks later when he was recruited by a competitor to participate in a study held at our facility.  Joe has clearly falsified his last participation, so removing him is beneficial to us, to our competitor, and most importantly, the brands who trust us to provide honest recruits.  It’s also beneficial to the panel ecosystem, as he could have been taking a seat away from someone else who honestly and legitimately qualified.  Of course the challenge is maintaining protection of PII – how do we share bad actors while still maintaining industry standard security measures?  Who manages the list of bad actors?  Further complications arise when bad actors are often deceptive enough to not use their real identity, so our “Joe Schmo” could be our competitor’s “Mo Schmo”.

Our industry organizations cater to research buyers, providing information and helping them to navigate emerging technologies and suppliers that can provide solutions necessary to amplify their research.  Industry organizations have started to explore better practices as it relates to data quality, diversity and inclusion, and the panel ecosystem, but more should be done as it relates to engaging audiences to participate in research.  In short, we need PR for our industry.  How do we increase information that market research is not a scam?  This is the natural reaction to project outreach when expanding efforts beyond existing opt-in panels.  Furthermore, how do we expand our reach about what market research is, how it is beneficial to individuals and brand development, and how both parties play a role in that process?  This responsibility has been managed by panel providers, but as we discuss how the industry should collaborate, perhaps it’s time to raise awareness and explore ways all stakeholders can positively contribute to better recruiting practices and better participant management.

As the industry continues to shine a light on data quality issues, it’s important to remember that every little action counts.  We all have a role to play as it relates to bettering the panelist market research experience, creating sustainable solutions, and making constant adaptations to maintain the credibility of research outcomes.

We hope you found this summary to be helpful!  If you didn’t register for this webinar you can watch this webinar in its entirety by clicking here.

Be on the lookout for our next webinar, which will be in Winter 2024.  If you can’t wait until then, you can always view our on-demand webinars.  Don’t forget to join our mailing list so you can keep up with what is happening at L&E!

Unleashing the Power of MROCs to Achieve Better Business Insights

DWG Admin on June 6, 2023

Unleashing the Power of MROCs to Achieve Better Business Insights

The concept of research has evolved significantly, moving towards a hybrid approach that combines qualitative and quantitative methods. This shift has been influenced by various factors, with COVID-19 being a significant game-changer. The pandemic forced in-person research to come to a halt, leading to the rise of online and digital methodologies. The integration of platforms like Zoom allowed for asynchronous studies, where participants engage in activities over a period of time and then follow up with in-depth interviews or focus groups. This hybrid approach has become the norm, with simultaneous or sequential qualitative and quantitative studies being conducted.

Best practices in this new landscape involve leveraging the strengths of both asynchronous and live engagement. Asynchronous methods offer a less intrusive and more convenient way for participants to share their experiences, while live interactions build on the insights gained from the initial asynchronous phase. The hybrid approach also allows for larger teams to be involved in research without overwhelming participants, as the digital aspect provides a more private and comfortable environment. The cost benefits of digital research and the ability to immerse larger audiences in the process are additional advantages of this approach. Overall, the hybrid method enhances the research experience, allowing for deeper insights and more focused discussions.

It’s important to recognize the role of technology, particularly in hybrid activity communities. Video-based interactions and projective techniques, such as storytelling and collage tools, are effective methods for obtaining in-depth insights and emotional context from participants.

Artificial intelligence (AI) tools can assist researchers in analyzing and aggregating data, providing summaries, and generating insights. However, there is a consensus that AI cannot replace the human touch and expertise in research. While AI has its benefits in processing large amounts of data, the interpretation and synthesis of information still require the strategic thinking and understanding of a skilled researcher. AI can enhance efficiency in research but cannot replace the critical thinking and storytelling abilities of human researchers. The human element, empathy, and understanding of human behavior remain essential in delivering valuable insights to clients.  Overall, there are both benefits and challenges when using AI in market research, but transparency, communication, and a human-centric approach in leveraging these technologies is key.

When using research technology platforms to collect data, it’s crucial to have a strong support system in place.  Brand researchers, recruitment providers, and research panelists will all engage with the platform.  Humans naturally have a varied level of comfort when engaging with technology, so it’s important to have a strong support team of humans that can guide each audience.  While an instructional video would suffice in many cases, if users are challenged by technology, lost insights may be the unnecessary cost.

Having the right partners to support recruitment is equally important. An experienced partner can make methodological recommendations to successfully execute research. They are experts at managing the logistical needs, maintaining transparency and communication, and setting expectations with panelists throughout the process. Good partners will advise researchers on best practices applicable to a variety of approaches, including: the necessity of a kickoff call, minimizing extraneous touchpoints, avoiding changes to research expectations, and prompt communication with recruits. Calibrating incentives to match the tasks involved will promote engagement and discourage participant drop-off. Granting access to project managers in technology platforms is suggested to monitor participation and handle logistical demands, allowing researchers to focus on the research.

The importance of balancing cost, speed, and quality in research projects is critical, yet often difficult to achieve. Quantitative research can be faster and cheaper but qualitative research does not have to be sacrificed. The application of mixed methods, utilizing both synchronous (such as video interviews) and asynchronous (such as activity-based research) approaches, increases the potential of successfully balancing all variables to meet research objectives.

Hybrid research approaches are a great solution when both quantitative and qualitative research are necessary. Hybrid approaches can offer the trifecta of cost, quality, and speed. For example, participants are screened and qualified for a panel with a simple quantitative survey as the first activity. Screeners should always be concise and only include qualifying questions, but using the quant survey to both collect data and expand screening can allow researchers to narrow the participant pool in a very deliberate manner prior to the qualitative phases, selecting only the candidates that are most appropriate based on the activities expected. Costs are low due to a single recruiting fee and minimal recontacting.  Quality is high as responses to previous phases can be leveraged to select the strongest candidates for a variety of activity types. Speed is increased since panelists can be quickly selected from an engaged pool, rather than the need to secure new candidates for each phase.


We hope you found this summary to be helpful!  If you didn’t register for this webinar you can watch this webinar in its entirety by clicking here.

Be on the lookout for our next webinar, which will be in August 2023.  If you can’t wait until then, you can always view our on-demand webinars.  Don’t forget to join our mailing list so you can keep up with what is happening at L&E!

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