Market Research Archives

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

DWG Admin on November 25, 2024

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

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

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

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

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

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

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

DWG Admin on November 6, 2024

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

AI: Separating Hype from Reality

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

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

Synthetic Data: Enhancing Flexibility and Privacy

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

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

Insourcing: A Strategy for Enhanced Control

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

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

Participant Experience and Sample Quality

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

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

Strategic Implications and Future Outlook

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

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

Refining the Signal

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

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

Optimizing Participant Engagement: Tackling Frustrations in the Screening Process

DWG Admin on November 1, 2024

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

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

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

The Upside: What Participants Value

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

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

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

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

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

The Downside: Lack of Clarity

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

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

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

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

The Fix: Transparency and Better Communication

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

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

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

Human Touch and Tech Trends: Fall Events Recap

DWG Admin on November 1, 2024

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

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

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

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

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

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

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

It’s all about the people

DWG Admin on September 17, 2024

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

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

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

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

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

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

The Importance of Data Quality and Participant Selection

DWG Admin on August 27, 2024

Dual Pillars of MR Success: Data Quality and Participant Selection

In marketing propelled by data-driven decision-making, the landscape of market research is undergoing a profound transformation. The traditional methods of gauging consumer preferences and behavior are evolving rapidly, driven by technological advancements and shifting consumer expectations. As we step into the future, two crucial elements emerge as the linchpins of effective market research: data quality and the careful selection of research participants.

Data quality stands as the cornerstone of any meaningful market research endeavor. In a world inundated with vast amounts of information, the ability to sift through the noise and extract actionable insights is paramount. However, the value of these insights hinges upon the reliability and accuracy of the underlying data. Poor data quality can lead to flawed analyses, misinformed decisions, and ultimately, missed opportunities.

Ensuring data quality entails a multifaceted approach. Firstly, it necessitates the adoption of robust data collection methodologies that minimize biases and errors. From online surveys to social media monitoring and beyond, researchers must leverage a diverse array of tools and techniques to gather data from various touchpoints. Moreover, employing advanced analytics and machine learning algorithms can help identify patterns, trends, and outliers within the data, thereby enhancing its quality and relevance.

Equally important is the imperative to prioritize the privacy and security of consumer data. With concerns surrounding data breaches and privacy violations on the rise, organizations must uphold stringent data protection measures to safeguard sensitive information. By adhering to regulatory frameworks such as GDPR and CCPA, companies can foster trust and transparency with consumers, thereby bolstering the quality and integrity of their research data.

But the quest for data quality does not end with data collection and protection; it extends to the very foundation of market research: the participants. The composition of the research sample plays a pivotal role in shaping the validity and generalizability of the findings. After all, insights gleaned from a representative and diverse participant pool are more likely to accurately reflect the broader population.

Selecting the right participants entails a strategic blend of demographic diversity, psychographic segmentation, and behavioral profiling. By casting a wide net across various demographic groups, researchers can capture a comprehensive spectrum of perspectives and preferences. Moreover, incorporating psychographic variables such as lifestyles, values, and attitudes enables researchers to delve deeper into the underlying motivations driving consumer behavior.

Furthermore, engaging participants who are genuinely invested in the research topic fosters greater authenticity and depth in their responses. Leveraging community panels, focus groups, and longitudinal studies can facilitate ongoing dialogue and rapport-building with participants, thereby eliciting richer insights over time.

In addition to diversity and engagement, ensuring the quality of participants entails mitigating sources of bias and confounding variables. Implementing rigorous screening criteria and randomization techniques can help minimize selection bias and ensure the representativeness of the sample. Moreover, employing validation measures such as attention checks and consistency tests enables researchers to gauge the reliability of participant responses and mitigate the impact of response bias.

The future of market research hinges upon the twin pillars of data quality and participant selection. By embracing advanced methodologies, upholding data privacy standards, and curating diverse and engaged participant samples, organizations can unlock unparalleled insights into consumer behavior and preferences. In doing so, they can not only stay ahead of the curve in an increasingly competitive landscape but also forge deeper connections with their target audience, driving sustainable growth and innovation in the years to come.

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

The Real Participants’ Motivators

Research participants have often been overlooked. We want to change that. 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 here to challenge 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, enjoy the interesting and diverse experiences that research offers, and appreciate the credibility and legitimacy of trustworthy research firms. These factors combine to create a positive and engaging research experience that 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, reinforcing 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, making 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. Trustworthy research firms ensure that 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, encouraging 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)”.

So, while compensation remains a primary motivator, the full spectrum of benefits includes the opportunity to contribute to product development, the enjoyment of diverse and engaging experiences, and the credibility associated with reputable research firms. Involvement in research is not just about earning money; it’s about making a meaningful impact and being part of something larger than oneself. By recognizing and enhancing these aspects, we can ensure a positive and engaging research experience that fosters participant pride and satisfaction, ultimately leading to better data quality and more impactful research outcomes.

Enhancing Participants’ Experience Together

DWG Admin on July 3, 2024

Enhancing Participants’ Experience Together

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. 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. 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.

What influences response rate?

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.

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.

Elevating Insights: Discover L&E Research’s Cutting-Edge Facility in Denver

DWG Admin on May 29, 2024

Elevating Insights: Discover L&E Research’s Cutting-Edge Facility in Denver

L&E Research has expanded its footprint with a new state-of-the-art facility in Denver, Colorado, perfectly positioned in the vibrant heart of the Glendale neighborhood. Known as ‘The Mile High City,’ Denver offers a backdrop of the majestic Rocky Mountains and a bustling metropolitan vibe. L&E’s facility enhances this dynamic setting by providing top-notch amenities tailored for market research.

This new facility is strategically located at 720 S Colorado Blvd., placing it within easy access of downtown Denver and a mere 40-minute drive from Denver International Airport. The area around the facility boasts an array of dining and entertainment options, contributing to an enjoyable experience for clients and participants alike.

The Denver location features three expertly designed suites: Mile High, Pikes Peak, and Vail, each offering various configurations to accommodate different research needs. These rooms range in seating capacities from intimate focus groups to larger audience formats, such as theater-style settings that can host 40+ attendees. Each suite is equipped with two-way mirrors and the latest digital recording and streaming technologies, ensuring that every session can be viewed and analyzed with the utmost clarity.

The facility emphasizes client comfort with well-appointed lounges attached to viewing rooms. The flexibility of the spaces is highlighted by modular tables that can be arranged to suit specific project requirements. This adaptability makes the Denver facility a suitable choice for a diverse range of qualitative and quantitative research projects.

L&E Research’s commitment to providing comprehensive research solutions is evident in the thoughtfully designed Denver facility. It reflects their ongoing dedication to facilitating effective market research through well-equipped spaces, state-of-the-art technology, and a focus on client and participant experience. This new location not only strengthens L&E Research’s market presence but also enriches the research capabilities available in Denver, making it a premier destination for local and national researchers aiming to tap into the region’s diverse consumer base.