icanmakeitbetter Adds Game Changing New Features

icanmakeitbetter, a product of ISA, announced today new tools and features that will improve the way their clients gather feedback through their community insights platform. icanmakeitbetter now has a library of new functionalities, including behavioral science tools and
complex methodologies.

New Platform Functionality

  • Drag and Drop Ranking
  • Cardsort
  • Text Highlighter
  • Page Turner
  • Shopping Cart
  • Audio Player
  • Media Evaluator
  • MaxDiff
  • Conjoint
  • Algorithm/Segmentation
  • Advanced Skip/Conditional Logic
  • Advanced Randomization Logic
  • Advanced Question Styling Capabilities

Behavioral Science

  • Emotional Complex
  • IBID
  • Habit Illumination
  • IMM
  • BASE-IC
  • Prime Message Testing
  • Rapid Choice
  • Iconic Assets

“These advancements allow our clients to conduct more robust, diverse and integrated research on our icanmakeitbetter platform,” explained Jennifer Holland, AVP, Growth & Account Management. “The addition of behavioral science methodologies is a game changer in the community space, and we’re excited for this launch that will provide our clients with valuable customer feedback.”

Headset Broadens Premier Data Services by Partnering with Consumer Research Group, ISA

Introduction of qualitative research methods to create a holistic data ecosystem

Headset, the leading provider of data and analytics to the cannabis industry, today announced its partnership with ISA, a Material Company. The partnership enables Headset to create a more holistic data ecosystem that will solidify its position as the leader in cannabis market intelligence.

 

ISA introduces a new channel of data collection to Headset’s existing services through the use of qualitative research methods such as the CANNApinion Poll and The Green Time. The CANNApinion Poll is a bi-monthly online survey that measures the product preferences, purchasing habits and lifestyle trends of 1,000 US cannabis consumers. The Green Time is a cannabis-focused research community, created to gather open and honest feedback from its members about cannabis products and services. The qualitative insights produced through this partnership will help producers, retailers and manufacturers improve product development and innovation. ISA’s qualitative data collection methods add another dynamic to Headset’s expansive suite of analytic resources that clients can use to enhance their place of business and improve client experience.

“In today’s rapidly evolving marketplace, businesses must utilize all the tools available to adapt to consumer habits and preferences,” said Cy Scott, Founder and CEO of Headset. “We are thrilled to announce this partnership with ISA because it will provide a more holistic data service that will help our clients keep up with their customer’s changing habits and industry trends. ISA’s expertise in measuring these trends and changing preferences will be an asset in our partnership and we are excited to see how their work will benefit our clients.”

ISA is a dynamic platform powering brands with data-fueled insights to thrive in a fast-paced, evolved market. The company’s best-in-class cannabis research division has a unique perspective built on years of combined experience in consumer market research. Their diverse array of methodologies provides industry insights that allow clients to make real-world adjustments to connect with the consumers who propel the industry to new heights.

“We are proud to work alongside a company like Headset that is willing to push boundaries and explore new ways in which the cannabis industry can improve,” said Jennifer Holland, AVP of Growth & Account Management. “Pooling our knowledge of consumer trends and habits will allow us to create a holistic data ecosystem that will benefit operators and consumers alike. This is an exciting opportunity for all parties involved and we look forward to seeing how our partnership evolves alongside this dynamic, fast-paced industry.”

The ISA Group Announces Two Key Promotions, Supporting Expansion of Community and Analytics Offerings

Jennifer Holland promoted to Vice President of Research & Analytics; Julie McClammy to Director, Research & Analytics Division.

Insights firm ISA announced two major promotions today that will support the continued expansion of ISA’s Full Service Research & Analytics Division. Jennifer Holland will assume the role of Vice President of Research & Analytics and Julie McClammy will serve as Director, Research & Analytics, effective immediately. In their expanded roles, Holland and McClammy will focus on delivering strategic research and analysis to ISA’s growing roster of blue chips clients, including Fortune 500 brands like IBM, insights firms, public policy and public health organizations, and the nation’s top colleges and universities.

These promotions tie in to the larger company goals of expanding community services, servicing clients like IBM, and offering clients high-level thought partnerships.

“Jennifer and Julie have both played a critical role in the success and the growth of ISA and we are thrilled to promote them to these roles,” said Jacqueline Rosales, President of ISA. “When our company pivoted in early 2020 to assisting public health officials with measuring the spread of COVID-19, Jennifer led these vital studies and continues to oversee Covid-related projects today. Julie has been directing our Full Service team since joining us in 2019. Julie designed and managed the first-ever in-home usage test with cannabis products containing THC in 2020. These are just two examples of their ground-breaking work and commitment to high-level thought partnership.”

In her new role, Jennifer will be focusing on expanding market share of current clients in the Full Service and Community space, driving marketplace expansion, and partnering with the Material team and clients to diversify and expand service offerings. Jennifer has 25+ years of experience in market research and brings with her a passion for connecting consumers and businesses using insights and data. She has a focus on assisting clients in meeting their research objectives and guiding them through the correct methodology and sample planning, while coordinating research services support. Jennifer has worked with clients in a myriad of industries including CPG, QSR, Healthcare, Public Policy, Energy and Utilities.

In addition to delivering comprehensive insights to her clients, Julie will be working closely with senior executives across the larger Material organization to design thorough and precise research studies. Julie will continue to manage the Full-Service/Community Insights Research Team in her new role. Julie has 35+ years of experience in market research, emphasizing advanced analytics and segmentation. She is a visionary in pursuit of research excellence, innovation and quality. She inspires internal consultants to maximize impact through intelligent design and strategic analysis and consults with clients on sampling, weighting, and cross-cultural comparability. Julie also has diversified experience in all phases of consumer market research, as well as experience in Entertainment Marketing, PR and Promotions measurement.

Migrating Without the Migraines

What You Should Know Before Moving an In-Person Research Project to an Online Platform

By Jackie Uwins, Uwins Research

First and foremost, we hope you and your loved ones are healthy and safe during this difficult time. In recent weeks, the research industry has faced some difficult challenges. Many of our friends and clients are finding themselves juggling competing priorities in the face of great uncertainty.

With the recent developments of COVID-19, many of our clients are shifting their in-person qualitative to online. Please know, our team is here to help and be a resource for you. If you’re dealing with projects that have been delayed or cancelled, or if you’re looking for a backup plan “just in case,” we can help you keep your projects forward when being there in person is not an option. Over the past few weeks, we have successfully and seamlessly moved many in-person projects to an online platform.

If you’re looking for a solution that can replace in-person qual, but still deliver on the deep, human understanding that qual research provides, there are a variety of qualitative digital methodologies available that can be customized for each client. Webcam IDIs, digital diaries and digital ethnographies, just to name a few, are all great ways to gather deep, focused insights on your brand or category.

Broadly, there are two online qualitative approaches – asynchronous and synchronous.

Asynchronous qualitative (e.g. digital diaries, bulletin boards) are studies where the moderator interacts with respondents over a period of time, e.g. 2-5 days, but they are not online at the exact same time of day.

  • In this case, the moderator will log on daily, to a platform, during the length of the project to read through new responses, monitor participation, address notes left by clients, send follow up questions to respondents, and analyze data.
  • Typically, we over recruit by 10% to 20% to make sure we have the desired number of completes. The attrition rates will vary per study based on the study topics and the activities or length of the study.
  • A good rule of thumb for estimating timelines are it is expected that managing/moderating/analyzing this type of study will take one person about five to six hours per day.

There are multiple platforms on the market to consider. Customer Boardroom, for example, can be used for bulletin boards and journals, digital ethnographies, advisory boards, or in-depth interviews.

There are multiple platforms on the market to consider. Customer Boardroom, for example, can be used for bulletin boards and journals, digital ethnographies, advisory boards, or in-depth interviews.

Synchronous, also known as real-time or engaging qualitative (e.g. digital ethnographies, webcam IDIs, focus groups), are studies in which the moderator and respondent interact at the same time, similar to in-person qual, except remote.

    Key benefits include:

    • Reduced time, travel, and cost by streaming live directly to your smartphone, laptop or desktop computer
    • The ability to capture moment-in-time behavior
    • Anonymity for discussing personal or sensitive topics
    • Engagement with hard-to-reach audiences
    • Easier recruitment, as there are no geographic restrictions
    • The ability to replicate live focus group environment and techniques
    • The ability to share and gain insights via robust stimuli options, including live polls, dynamic imagery and more
    • Client and moderator chats through virtual backrooms

Combining synchronous with asynchronous activities is also an option. Within one project, you can set up a live focus group, and then ask people to complete a bulletin board activity in their free time as a follow up. Adding this additional element gives them more time to complete media-rich activities like uploading photos or videos.

    Whatever method you decide, we have a variety of tips to maximize engagement and success. It’s critical to:

    • Rescreen respondents as it is an additional opportunity to build rapport and set study expectations.
    • Stay on top of project management – don’t let anything slip through the cracks.
    • Be diligent in daily moderating, monitoring, and analyzing.
    • Send clients daily update emails with excerpts of the best responses and respondent clips to listen to.
    Tips for online groups:

    • Rescreen each and every respondent.
    • Ensure tech checks are conducted ahead of time (and needed software is downloaded).
    • Ensure everyone has headsets for maximum clarity and to minimize external noise (kids, sirens in NYC).
    • Ensure respondents are at home or in a private space where they can talk freely and not be interrupted.
    • Ensure respondents are connected to a computer vs mobile phone/tables when on the go.
    • Moderators will need to manage the conversations carefully to ensure no one gets left behind.
      • They will have to call on respondents.
      • Take notes, show stimulus, and be patient.
      • A notetaker/project support is highly recommended to support the moderator.

In a traditional focus group setting, it’s easy to see who is engaged and who might be falling asleep. Raised hands, nods, and smiles give the moderator non-verbal cues to help them lead the group. Some of the key features of Customer Boardroom were designed to mimic these non-verbal cues in an online setting. Live analytics allow observers and moderators to see the question results populate in real time, like raised hands in a focus group. Respondents’ progress through the study is visually displayed, so moderators can quickly see if anyone is left behind. They can send a private direct message to respondents to find out if they need assistance. Observers can also send messages to moderators that are invisible to the group, like passing notes.

Experienced researchers know that the best insights can come out of spontaneous moments. Keeping a conversation fluid and allowing it to deviate from the topic at hand can sometimes yield the best results. Our research staff has a strong background in both qualitative and quantitative research methods. We can help you design your study guide and questionnaire so that your group stays on track while exploring different avenues. We can make recommendations about which question types work best, or which areas should be left open for discussion.

Our hope is that the current health concerns will be laid to rest quickly, and the researchers who specialize in face to face research can go back to their normal routines. In the meantime, we can help you conduct your studies online, so your projects stay on track, and your clients get the insights they need.

About the Author

Jackie Uwins, an expert in Qualitative Research, has worked in this field for 17+ years. She designs, executes, and provides actionable insights for countless complex qualitative studies, and built a reputation for seamless project management. She has an innate ability to connect with people, enabling her to easily uncover emotions and motivations that lie beneath the surface, and bring beliefs about brands and customer experience to light. Even after moderating 4000+ focus groups, ethnographies and other in-person and online research methods, she still finds every new encounter a fresh opportunity for insight. Her experience spans a wide range of industries from retail, CPG and food service to entertainment, automotive and fashion. Her degrees include a BA and MA in psychology and communication from the University of Southern California.
jackie@uwinsresearch.com, (818) 261-5016