Technology Archives - L&E Research

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.

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.

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

DWG Admin on May 29, 2024

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

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

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

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

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

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

April Adventures: Atlanta to Austin and All Around

DWG Admin on May 7, 2024

April Adventures: Atlanta to Austin and All Around

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

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

Looking Into the Future at IA’s Annual Conference

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

Insight vs. Foresight

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

The Power of Collaboration

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

Asking Better Questions

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

Personalization and Lifestyle

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

The Role of AI in the Future of Work

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

Improving Data Quality and Accessibility

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

Focus on AI, Authenticity and Diversity at IIEX North America

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

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

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

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

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

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

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

Two Different Events With Common Threads

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

The Crucial Role of Participant Engagement in Qualitative Market Research

DWG Admin on April 4, 2024

The Crucial Role of Participant Engagement in Qualitative Market Research

In the realm of qualitative market research, research participants are not just mere contributors but the very lifeblood of the industry. Their insights, opinions, and experiences are the raw materials from which researchers derive valuable consumer behavior insights, preferences, and trends. Without the active participation of real individuals, researchers would be left in the dark, unable to gather the data necessary to inform crucial business decisions and strategies.

At L&E Research, we operate under the hypothesis that a superior member experience leads to increased engagement and retention, ultimately resulting in higher data quality. This hypothesis is rooted in the idea that by engaging and rewarding honest participants while also identifying and deterring fraudulent participants, we can significantly impact the overall success of qualitative research projects. We firmly believe that creating a better participant experience is a collaborative effort within the industry and by sharing our findings and best practices, we aim not only to improve the quality of participant recruitment but also to elevate the overall value of qualitative market research.

The COVID-19 pandemic had a profound impact on engagement rates in the industry. With businesses shuttering and individuals seeking alternative sources of income, engagement rates surged in 2020. However, as life began returning to normal, engagement rates readjusted to pre-pandemic levels in 2022 and 2023. This shift highlighted the need for new strategies to maintain engagement in a changing environment.

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

One such challenge is the declining proportion of invited respondents who complete screeners. This decline can be attributed to various factors, including survey length, design, incentive structure, timing, and the level of engagement and trust of the respondents. As the number of available screeners and invitations increases, respondents may experience survey fatigue, leading to lower response rates and potentially compromised data quality.

While screening participants will always be a necessity, it is incumbent upon us to streamline the process and ease the burden of identifying and selecting suitable research candidates. Improving the member experience is an ongoing process that requires us to adapt to technological advancements and evolving human behaviors. Strategies that are effective today may not be as impactful in the future, underscoring the need for regular review and updating of engagement tactics and strategies.

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

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

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

Participant engagement stands as a crucial pillar for the success of qualitative market research. By fostering a better member experience, researchers can increase engagement and retention, leading to higher data quality and more valuable insights. It is essential for the industry to collaborate and share best practices to continuously enhance participant recruitment and engagement strategies, thereby elevating the quality and impact of qualitative market research.

The 5 Advantages of Working with an ISO Certified Partner

DWG Admin on March 4, 2024

The 5 Advantages of Working with an ISO Certified Partner

In an era where worries about data security breaches and privacy violations are widespread, especially in sectors such as healthcare and finance, safeguarding sensitive information is one of our utmost priorities at L&E. The ISO 27001 certification that we obtained last year is a reaffirmation of our commitment to data protection and security. As we continue to expand our work with global clients in healthcare and finance, we want to reflect further on the importance of adopting robust measures to safeguard sensitive information.

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

1. Peace of Mind:

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

2. Regulation Compliance:

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

3. Reduced Risk:

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

4. Solid Trust and Reputation:

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

5. Increased Engagement in the Healthcare Community:

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

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

QRCA 2024: The Qual Research Landscape of Tomorrow

DWG Admin on February 5, 2024

QRCA 2024: The Qual Research Landscape of Tomorrow

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

New talent for a growing sector

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

Psychedelics in an AI-Hyped World

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

Put Participants First

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

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

The Role of AI in Qual

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

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

Steps towards Inclusivity

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

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

Recipe for the perfect qual panel: Step Six

DWG Admin on February 2, 2024

Recipe for the perfect qual panel

Step Six: How to Make it Happen

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

Experience and Background

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

How to measure success

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

Proprietary Technology and Virtual Facility:

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

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

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

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.