How Leger Helped Make Focus Groups Efficient & Affordable for Their Clients

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Leger is the largest Canadian-owned market research and analytics company, with over 30 years of experience in the field and more than 600 employees across North America. Leger’s clientele includes internationally-renowned companies, such as Novartis, eBay, and Expedia.

This success story explores how Leger uses the CMNTY platform and its Focus module over clunky and costlier ones to build an engaged online community for their clients and as an easy-to-use, one-stop solution for qualitative market research. 

Meet Leger’s Communications & Community Engagement Team

Lisa Covens is Leger’s Vice President of Public Affairs and Communications and has been with the company for 17 years. 

Ashley Simac is a Senior Market Research Director within the same department, who has been with Leger for five years.

Joanie Dion, a 3-year Leger veteran, is the Director of Community and Customer Engagement. 

Lisa, Ashley, and Joanie found that CMNTY is a great platform for conducting online focus group sessions and drawing meaningful qualitative market research insights from them.

Ashley Simac (pictured left), Lisa Covens, & Joanie Dion of Leger.

The Challenge: Organizing Focus Groups During a Pandemic 

According to Lisa, conducting online focus group sessions with CMNTY “is the only way during COVID-19.” In-person focus groups were not only discouraged but also posed a considerable health risk. 

The team found other platforms to be either too expensive or clunky for regular online focus group sessions.

The Solution: Using Focus for Real-Time Online Sessions that Are Cost-Effective & Effortless to Execute

For Leger, conducting online focus groups using the CMNTY platform was a game-changer. Lisa and the team had a hybrid approach for organizing the focus groups consisting of a few cost-effective in-person ones and the rest online.

However, online focus groups quickly proved to be the better option for Leger and its clients. As Lisa explains, “clients can involve more of their team” who are in different areas of Canada through online sessions.

CMNTY Focus was very easy to test and set up compared to other platforms that ended up causing significant tech-related delays for the team.

The Impact: Significant Cost & Time Savings with the CMNTY Platform

While Lisa handles most of the online moderation, Ashley and Joanie found the technology extremely easy to learn to analyze qualitative research findings. 

1.  CMNTY Platform Is Agile, Cost-Effective & Efficient

CMNTY is very easy to use with an intuitive user interface, efficient technical support, and powerful features for online community engagement, organizing focus groups, and conducting qualitative market research.

2. Improved Participation Rates for Online Focus Groups

Lisa says that “the percentage who show up is higher online” than offline. Participants found accessing the focus group easy and the tool allowed Lisa to get specific responses from each attendee.

Participants and clients are much more engaged in online discussions, and those from the most remote areas in Canada can attend these sessions. 

3. Cost and Time Savings When Organizing Focus Groups Online

Going online also eliminated the time and money spent on organizing in-person focus group sessions. 

With CMNTY, attendees can participate from anywhere in the world. All they need is a computer and an internet connection.

Related: How a Boutique MR Firm Excels in Food Retail Research Using Online Qual

4. Great Transcription and Video Chat Features

As Ashley mentions, CMNTY’s automatic transcription features “are helpful from a research perspective. You’re also saving money and time.” Recorded meetings automatically generate an AI-based transcription, which is editable. They also include timestamps to jump to a specific comment in the recording, and can be bookmarked or downloaded for further processing.

CMNTY Focus’s real-time chat feature enables the team to converse with clients simultaneously for the online focus group sessions. The backroom chat helps clients dive deeper into participant insights by interacting with the moderator in private.

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