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

Organizing Focus Groups During a Pandemic 

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.

Before the pandemic, Leger conducted hundreds of in-person focus groups per year throughout North America. But because in-person focus groups pose a considerable health risk and are difficult to organize, they had to revert to online sessions.

According to Lisa Covens, Leger’s Vice President of Public Affairs and Communications, conducting focus group sessions online “is the only possible way during COVID-19". But, finding the right tool proved to be a challenge and Leger were at first discouraged because of bad experiences with online video technology.

A Real-Time Online Solution that is Cost-Effective & Effortless to Execute

Using Zoom or Teams wasn't an option for Leger because they wanted to involve clients and colleagues as observers without them being visible to participants. They were also looking for automated transcription tech to speed up the analysis process, a backroom, and they needed tech support in French.

Leger found CMNTY to meet all these needs and were able to save costs along the way. According to Lisa: "CMNTY Platform is quick to set up compared to other platforms out there. And the built-in chat allows our team to converse with clients simultaneously. This helps moderators dive deeper into participant insights by interacting with their client in private."

In the end, Leger found the technology easy to learn and it helped them analyze their qualitative research findings.

In summary they saw:

• Shorter setup-times than with other technology.
• Greater participation levels than with other technology.
• Easy, private communication between clients and moderators.
• Cost and time saving during analysis due to AI-driven transcription and bookmarking