Factor in changing consumer behaviours while conducting market research amid COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 21, 2020, 11:38 AM UTC

This could help “future-proof” businesses and understand consumers better, while altering approaches and methods that match the new consumers better.

As COVID-19 drives behavioural changes among customers, this article highlights trending consumer activities market researchers can use to gather insights. In-person activities like meetings, schools, and doctor’s appointment are likely to continue remotely.

Remote learning grew 44% in the UK and is predicted to grow further. 60% of people in the UK intend to continue remote education. Market researchers gathering qualitative insights must go beyond collecting “skin deep” information.

Further, with video content and digital streaming consumption on the rise, data collection practices like surveys could include video content. With the shift from brick-and-mortar to online, companies must integrate these shopping trends in their research, states CNBC.

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