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We survey the population to allow us to draw conclusions about how that population might think or feel towards different things, such as people, companies, or political parties, for example.
Surveys can also be included in much larger and complex studies, such as when a company wants to launch a new product or service and they need to assess how popular that product or service might be among the population.
Surveys can also be an effective way to measure how loyal customers are to a particular brand or company, and to assess customer experience on key elements such as quality of service and speed of service.
Of course, surveys can also be conducted to explore the views of numerous groups of other people.
Peter Skrastins is a Research Director at Leger. He has 10 years of experience in the market research industry after graduating with a B.A., Honours Business Administration degree from the Richard Ivey School of Business at the University of Western Ontario. What drove Peter into market research was his curiosity and a passion for understanding how consumers behave and think. Peter loves thinking strategically and developing actionable recommendations for clients based on insights from the data.