The coronavirus (COVID-19) pandemic has changed the world at an alarming pace. Since it became clear that coronavirus would become an economic event in addition to a human event, we started tracking how coronavirus is impacting consumers’ attitudes and behaviors. We’ve put together a series of resources to help businesses understand the changes taking place and their long-term impact on modern life. We’re humans understanding humans, and we’re committed to getting through this together.
We are keeping a library of our resources related to COVID-19 so that marketers and researchers can easily access them. You can find them here, with the most recent articles at the top:
- Insights into an Unprecedented Holiday Season – This interactive piece, powered by MotiveQuest, shows us how consumers are approaching the holidays a little differently in 2020 – and how brands can engage. Published 11/25
- 9 Reasons for Marketers to be Optimistic About a Post-COVID World – Josh Verseput, SVP and General Manager of Digital Analytics, discusses the ways COVID-19 disruption has accelerated pre-COVID trends and created long-term opportunities for brands. Published 11/19
- Has Your Customers’ Pandemic Path to Purchase Changed? – VP, Account Manager Kasia Piekarz discusses how new consumer habits are impacting their customer journey, and why brands need to revisit their customer journey mapping. Published 12/1
- 3 Questions Hospitality and Travel Brands Must Answer to Survive the Era of Uncertainty – VP, Account Manager Brandon Grabowski explores the challenges facing the hospitality and travel industry and how to begin addressing them. Published 11/17
- Using Communities to Build Authentic Connections in Times of Uncertainty – Matt Ayers, VP and General Manager of Tonic, shares how the nature of long-term communities can help brands stay connected to consumers’ evolving attitudes and behaviors. Published 10/19
- Using Social Listening to Prepare for an Uncertain Holiday Season – Kirsten Recknagel, CEO of MotiveQuest, uses social analytics to explore how consumers are approaching the holiday season. Published 10/13
- 3 Questions Higher Ed Must Answer to Survive the Era of Uncertainty – VP, Account Manager Danielle Lord discusses how higher education institutions should navigate the challenges imposed by COVID-19. Published 10/8
- How Brands Can Satisfy Consumer Needs – Even When They’re Trapped At Home – For brands that appeal to consumers’ need for exploration, brands can fill the void by creating novel experiences for their customers. VP, Account Manager Kasia Piekarz shares her own search for exploration. Published 7/27
- 3 Questions Brands Must Answer to Survive the Coronavirus Pandemic – Don’t waste time and money on strategies that won’t last, says LRW Research Manager Mary Montgomery Bloch. Instead, invest what you can in research to identify the decisions that will help your business survive and thrive through the global pandemic. Published 7/8
- For Here, or To Go? U.S. Consumers Still Have Coronavirus Concerns as Restaurants Reopen – Tracking and segmentation studies offer critical insights to bars and restaurants looking for a jumpstart, says LRW Chief Research Officer Hilary DeCamp. Published 6/18
- Marketing and Coronavirus: How Advertisers Can Keep Pace with Consumers’ Evolving Attitudes – As the world begins a phased reopening, people are looking to safely and responsibly move on. LRW Chief Research Officer Hilary DeCamp says advertisers should follow suit. Published 5/19
- Innovation and Coronavirus: How Brands Are Adjusting to the Pandemic – There’s an old saying that “necessity is the mother of invention,” and we’re seeing it bear out in real time during the pandemic. LRW Sr. Research Manager Hilla Israeli highlights some of the most notable innovations and pivots in the COVID-19 Era. Published 5/14
- How Coronavirus Is Changing Consumer and Brand Perceptions of Time – As consumers self-quarantine, their priorities have shifted from saving time to filling their surplus of time. Lauren Murphy, research director at LRW’s Pragmatic Brain Science Institute®, shares how brands can understand and adjust to this new dynamic. Published 5/11
- States Are Reopening. What Does it Really Mean for Businesses Affected by Coronavirus? – Just because a state opens back up, it doesn’t mean that consumers will follow suit. Businesses need to be smart about when, where, and how to reopen their own operations, says LRW Chief Research Officer Hilary DeCamp. Published 5/7
- Healthcare’s Digital Revolution in the Age of Coronavirus – To adapt to the pandemic, traditional healthcare companies have been forced to go digital virtually overnight. Now they need to develop a long-term digital strategy, says LRW Vice President Alex Marchetti. Published 5/6
- The Consumer Psychology Behind Comfort Food – In times of stress, some foods make us feel better than others, and they set the stage for the comforts we crave in the future. Lauren Murphy of LRW’s Pragmatic Brain Science Institute® dives deep into the science of comfort food. Published 4/22
- Brand Strategy and Coronavirus: How to Understand Shifts in Consumer Behavior – Consumer behaviors are changing as a result of COVID-19. Is your brand learning and adapting? Consider these approaches from LRW Chief Research Officer Hilary DeCamp. Published 4/21
- 3 Questions the Healthcare Industry Must Answer in the World of Coronavirus – COVID-19 will likely change the perspectives of those with chronic medical conditions, even when regular access to health care resumes. LRW VP Alyson Tischler shares how market research professionals can understand the new mindset of these patients. Published 4/16
- How to Adapt Your Customer Experience (CX) Tracking Program During Coronavirus Disruption – Syed Hasan, EVP of Technology and LRW’s CX practice, shares how brands can use their customer satisfaction (CSat) surveys to tap into consumer emotion. Published 4/10
- Coronavirus and the Economy: Understanding the New Consumer Mindset – With high unemployment and economic uncertainty, it’s more important than ever to look at your consumer insights through a new financial lens. Guidance from Chief Research Officer Hilary DeCamp. Published 4/10
- Consumer Insights and Coronavirus: Why Brand Tracking is More Important Than Ever – Chief Research Officer Hilary DeCamp explains the importance of optimizing your brand tracker to understand your brand’s role and relevance during the pandemic. Published 4/6
- Market Research and Coronavirus: 4 Ways to Test Your Segmentation’s Relevance – Chief Research Officer Hilary DeCamp explains how and why you should re-evaluate your segmentation to account for the impact of coronavirus. Published 3/31
- Remote Working and Collaboration: Has Coronavirus Changed Everything? – Just six weeks ago, we conducted a study on remote work and collaboration. Our findings hold some clues as to the present and future of remote work. Published 3/29
- Consumer Psychology and Coronavirus: Turning New Habits into Opportunities – Research Director Lauren Murphy, PBS, explains why major life shifts present new opportunities for brands to reach consumers and what that means for brands in the face of our new coronavirus reality. Published 3/26
- Digital Qualitative Research and Coronavirus: Stay Connected to Your Customers Online – LRWTonic USA General Manager Matt Ayers shared digital qualitative methods that can help brands stay connected with consumers, reveal shifts in consumer attitudes and behaviors, and understand the implications of coronavirus on their current and future business. Published 3/25
- 15 Brands Meeting the Challenges Posed by Coronavirus – LRW’s team of marketing and branding consultants identify 15 brands and businesses that are delivering exceptional customer service, striking the right tone in their communications, giving back to the community, or doing anything else to stand out during this tumultuous time. Published 3/24
- Advertising and Coronavirus: A Marketing Playbook for Uncertain Times – Digital Analytics Lead Josh Verseput shares his POV on why investing in marketing and insights is the key to surviving – and thriving – through challenging times. Published 3/23
- Consumer Behavior and Coronavirus: The Disparity Between U.S. Coasts and the Heartland – Chief Research Officer Hilary DeCamp compiled responses from over 44,000 brand tracker survey respondents. These are the insights she gleaned. Published 3/23 (updated 3/31)
- A Guide to Business Insights in the Age of Coronavirus – In order to meet the needs of marketers and researchers during this unprecedented time, LRW Chief Research Officer Hilary DeCamp recommends the following research guidelines. Published 3/17 Kas
