Editor’s note: Adriana Waterston is SVP, insights and strategy, at Horowitz Research, New York.
We are all navigating uncharted waters. The impacts of COVID-19 are being felt in every aspect of American life and across every industry, crippling the stock market and bringing local businesses to a screeching halt. Developments globally, nationally and locally are changing day-by-day, hour-by-hour.
Given the seriousness of the situation, it is easy to focus marketers’ attention elsewhere: to public relations, corporate communication and HR. But as we navigate, keeping market and consumer insights a top priority is critical. The uncertainties at hand mean that consumer sentiment is shifting daily, fueled in part by the always-on nature of media today.
Moreover, consumers are more tuned into what companies are doing beyond the products and services they produce. A single misstep has the power to go viral and rapidly damage a company’s reputation. On the other hand, positive actions supporting the community are likely to garner good will, leading to increased brand loyalty today and in the future. In Horowitz Research’s State of Consumer Engagement 2019 report, 60% of consumers say that “knowing the social, environmental and political stances of companies they do business with” plays a role in their lifestyle. More than half (56%) say when a company is known for supporting low-income communities – which will be particularly at risk during this crisis – it has a positive impact on their decision to buy from them.
Move research online
But consumer research, like other industries, has been substantially impacted by the pandemic. Staples of market research, including focus groups, IDIs, ethnographies and shop-alongs, are now impractical as cities, states and counties enact increasingly restrictive measures.
By leveraging innovative methodologies and new technologies, companies can keep their insights programs running. Furthermore, by keeping your insights program running, you can set up your company to react nimbly to this environment and ensure that you are doing what your customers need and expect.
As humans, we yearn for connection, especially in difficult times. Yet, our desire for connection is in direct contradiction to the mandate for social distancing. Virtual tools, whether online surveys, online insights communities, online focus groups, selfnographies (where people make videos of themselves talking about issues) or virtual IDIs not only can deliver the research you need now, they can actually be a welcome respite for people who are feeling isolated in containment zones.
As we continue to conduct research in this age of COVID-19, here are a few things to keep in mind:
1. For branded research, such as VOC programs, branded communities or advertising/marketing testing, research serves the dual purpose of being another communication touchpoint for your customers and potential customers.
Customers crave communication from the brands and companies they do business with. They want reassurance that your brand is there for them, and that it will support them through this difficult time.
2. Brand relationships are just that – relationships. For your customers, it is not just about them hearing what you have to say but also feeling like their voice matters and that they are making a difference.
Research in the age of COVID-19 is not just about brands learning from consumers, but also making sure customers feel like they are heard. Acting quickly in response to research shows participants that their voice matters and they make a difference.
3. Take care when framing questions. Life is an exception right now, but you need participants to think about their norm.
Frame of reference is always critical in research, and is especially crucial when crafting questions today. For example, asking participants how frequently they go shopping is bound to yield different results right now than had the question been asked a few short weeks ago. Unless you are asking about the impact of COVID-19, we must remember that everything right now is the exception to the rule and your questions need to be crafted appropriately to get participants in the right frame of reference.
4. Be cognizant of the impact of the current situation on responses.
Moderators and analysts need to be able to read between the lines to ensure participants’ responses aren’t colored by the current situation – or if they are, to understand the extent of that impact. In this context, there is more of a need than ever for probing, follow-up questions and clarification to ensure you are getting a full, accurate picture.
5. Even if your project has nothing to do with COVID-19, give your participants a space and permission to discuss it if they want to.
For qualitative work, this could take the form of an open forum or chat room set up specifically to discuss COVID-19. For quantitative work, consider adding a question or two to the survey to give your customers a chance to tell you about what they need from you at this time, if anything. And in both cases, carefully monitor responses and evaluate whether a personal response might be appropriate.
Preparing for shifts
Even though daily life is in a state of tumult, business must carry on. By keeping your insights program healthy, you will not only help your company stay tuned in with your customers today, you will be preparing your brand for shifts in the market and set them up for success when life – and the market – normalize.