Why You Should Conduct Consumer Research Right Now

FOUR QUESTIONS ABOUT MARKET RESEARCH DURING COVID-19

The last month has been a whirlwind, to say the least. Every day we receive new and evolving information about the pandemic that will affect our businesses and brands. In a situation that changes so quickly, it’s more important than ever to understand consumers. As we’ve been navigating the current situation with our clients and partners, we’ve received plenty of questions about conducting research and reaching out to consumers right now. Throughout these conversations, four questions have been the most common. Get the scoop below.

1. SHOULD I BE DOING CONSUMER RESEARCH NOW?

In short, yes. Make sure to avoid being tone deaf by conducting research about products or services that are currently restricted, but understanding current perceptions, emotions and sentiments will be critical as the pandemic wanes and consumers are able to engage with the economy again.

In general, it’s important to understand how the pandemic is affecting consumers, but more specifically, research can also help us predict how consumers’ habits and expectations may be evolving. Having data that illustrates evolutions in consumer behavior will allow you to optimize your offerings to the new needs of potential customers. It will also help you avoid any post-isolation pitfalls and build a stronger connection with your customers.

2. IF I CONDUCT RESEARCH, WILL I BE BOTHERING CONSUMERS?

This is a valid question, and a level of commonsense and tact will be required when reaching out to consumers. With that said, there are plenty of reasons why consumers still want to hear from brands.

• The pandemic hasn’t changed people’s affinity to be heard and share their opinions and experiences.
• Consumers like to know what brands are doing during the pandemic.
• Depending on the study, participating in research can offer a social-like experience, letting people stuck at home make connections with other participants and those collecting the data.
• If your research is incentivized, participating in a study can also help put a little extra money in consumers’ pockets.

3. I WANT TO DO RESEARCH, BUT HOW CAN I CONNECT WITH CONSUMERS?

While face-to-face research options are not feasible now, a silver lining is that many traditional research methods have been moving into the virtual world over the last several years, and with advancements in technology, there are now great online options. Whether it be online surveys, group chats, discussion boards or platforms that bring you into a consumer’s home, we can learn about people from a distance better than ever before.

4. ARE PEOPLE STILL PARTICIPATING IN RESEARCH ONLINE?

Yes, consumers are still participating in research, and in some cases, more frequently than before. Leading consumer panels like Qualtrics and Survey Monkey have reported that participation and survey completion rates have remained steady, and in some demographics, participation has actually increased. For instance, according to the Insights Association, in recent weeks more young people are participating in online surveys, increasing access to valuable segments like millennials and teenagers. It’s fair to predict that this trend will continue as people are spending more and more time at home and will give brands more access to hard-to-reach audiences.

As you’re reevaluating your marketing strategy and adapting to the new normal, make sure to consider consumer research. The current situation offers a valuable opportunity for brands to reach out to consumers and to better understand what will happen post-pandemic. If you’re interested in learning more about your customers but don’t know where to start, we’d love to help.