About Mary Logan

Mary has been a senior member of Research & Incite Consultants since 2000 and actively involved in the market research industry for more than 26 years. Her core area of expertise is in quantitative research specializing in branding, packaging and new product development. Mary continues to be actively involved in managing research projects across a variety of sectors including CPG, beverage alcohol, gaming, retail and food services. Mary’s interested in observing and understanding consumers, how they connect and interact with brands and utilizing these learnings to address business issues. Her focus is on problem solving and developing the optimum research solution to address business issues. Her approach to reporting involves developing a compelling story which unfolds to reveal consumer truths.

Honour the Past, Embrace the Future

2016 MRIA Annual Conference

Mary Logan recently co-presented a paper at the 2016 MRIA Annual Conference in Montreal with Jennifer Tilk from SSI. The paper: A Stitch in Time, Save Nine…… Minutes, highlights the benefits of Data Stitching and how this approach addresses the changing focus of market research. The Data Stitching approach was utilized in a recent U&A study conducted for the beverage alcohol market and this paper examines the benefits of this tool, how the data was analyzed and impact of the findings including the changing role of market research.

If you would like further information on the content of the paper, Mary is available to present the findings and to discuss in greater depth the benefits of this approach.

Please contact Mary at mary.logan@riconsultants.com for details.

 

Research & Incite and SSI Presented a Webinar on Data Stitching

a-stitch-in-time-webinar-imageResearch & Incite and SSI recently presented a webinar for the Market Research Association. The webinar outlined a methodology to address the growing need for shorter and more cost effective surveys – Data Stitching.

In today’s mobile world, surveys must become shorter. But how do we get high quality data with just a few minutes of questions?

This is a dilemma the Mike’s Beverage Company faced. The company is the name behind disruptive brands such as Mike’s Hard Lemonade and Palm Bay and is constantly looking to understand the changing needs of consumers.

With the explosion of the cider category, Mike’s Beverage Company needed an in depth understanding of the consumer and growth opportunities for their Okanagan Premium Cider. However, they were faced with the difficulty of conducting a U&A in a respondent & budget friendly format.

This session demonstrates how the company, working with their research partner and sample provider, gained consumer understanding and insights by breaking the survey into separate modules.

This was only the beginning; the more complex stage was in putting together the pieces and this paper demonstrated how these modules were stitched together to complete the story.

Anagha Patwardhan has been promoted to Executive Vice President

Anagha-Patwardhan-Research-&-Incite

Anagha Patwardhan has recently been promoted to the role of Executive Vice President at Research & Incite.

Anagha has been with R&I for more than 13 years and during this time she has become a trusted partner to many of our clients as well as being instrumental in developing and growing our multicultural practice, including Ethnibus.

To learn more about our Multicultural practice including Ethnibus, please contact her using her contact form or phone (1) 416 467 7101 ext 017

Globalization – It’s a Local Thing!

canstockphoto15267477As Globalization continues to break down borders is there a chance that brands will become synonymous the world over? For instance, a number of celebrities and musicians have a global reach, portraying a consistent image across the globe – a case in point being the omnipresent Kim Kardashian and the singer Taylor Swift.

Could brands be facing a similar future?

The recent and swift exit of Target stores from Canada is a prime example that this is not the case and simply implanting a brand into a different country without truly understanding the local market place, can have huge financial consequence, as well as potentially a longer term impact on the brand itself.

However, the increasing pressure on marketing budgets, the rise of online shopping and social media has meant that some companies are underplaying or simply ignoring the important role that ‘on the ground’ research can play in highlighting the needs and habits of local consumers, which ultimately drives the success or failure of a brand. Continue reading

Crafting Relevant and Engaging Concepts

Writing winning concepts can be an onerous task and often those closest to the brand or new product idea will find the job even tougher as they strive to develop an objective yet persuasive product offering.

There are 4 core elements to any good concept:

  • The Insight
  • Benefit
  • Reason to Believe
  • Tagline

The Insight plays a critical role and is at the heart of successful new products. It should reflect how a consumer would actually
articulate a need or challenge. Refrain from use of extreme or virtuous language or talking down to the consumer by telling them how they should think or feel. A consumers automatic reaction will be to disagree with and potentially reject the concept. Continue reading

Packaging Research – Ten Steps to Actionable Insights

  1. Don’t rush the research process – the stakes are high and the risks too great.
  2. Set clear benchmarks for success – and stick to them irrespective of the results.
  3. New packaging cannot ‘win’ on every metrics – it is important to assess performance on the core objectives outlined in the design brief.
  4. Include the current packaging as a benchmark – this will provide clear direction on the implications of a change and the potential for success of the new design. Continue reading

The Focus Group is Dead?…Long Live the Focus Group!

Years ago, the naysayers began to predict, “THE DEATH OF THE FOCUS GROUP”.   I remember thinking – ‘what if they’re right?’.  After all, who knew what the sexy new world of on-line research had in store for what was increasingly being seen as an outdated methodology – one started in the 60’s to support  the creative musings of Madison Avenue  Ad Men.

I’ve noticed that this dire prophecy has resurfaced of late and I can’t help but think that it’s all just a big misunderstanding.

Focus Groups aren’t perfect – there, I’ve said it – but the fact is, no one method can be all things to all people. Through focus group fatigue, method bias, inexperience or unreasonable expectations, I wonder if we’ve lost sight of what was once prized and admired about Focus Groups. Continue reading

Confessions of a Shopper Researcher

 

It starts in the parking lot. 
Always crowded. Always sprinkled with rogue grocery carts waiting to make their getaway, wheels dangerously pointing towards my car.  A defective cart with a seized wheel is always waiting for me and it’s starting to feel personal. As I walk away, I say a prayer to the patron saint of cars (yes, there is one!)

Continue reading