Research you should do post COVID-19
Consumer habits are changing and so are their priorities – the COVID-19 pandemic has truly shaken up the global economy and left a lot of businesses in an uncomfortable position where they might not recover from. Market research and consumer insight has never been more valuable than in these unprecedented times.
So, what can you do? Or, what do you need to do?
As people are adapting to their circumstances new habits are forming. Some of those habits are here to stay. The way we all live, shop and think are changing – its important you understand these changes. The truth is, consumers don’t know why they buy; over 90% of the factors that influence shoppers in-store are processed on a subconscious level. Shoppers see, react and make snap decisions within seconds – and the majority of this is not stored in memory. You might not need the same research as before, however there are still important decisions that you need to be aware of, and they should be made on evidence not assumptions. Our research helps you adapt your strategies to the new normal.
Now that there is light at the end of the tunnel, its time to identify what is going to best help businesses move forward – just as we correctly predicted how the 2008 recession changed consumption habits, we are now helping brands, charities and public sector organisations to predict the short and long-term impacts of COVID-19.
“Behavioural research will help you focus on the drivers that matter, those long-term trends that really shape the buying behaviour of tomorrow. Our insight will help you develop more effective recovery strategies.” Annett Pecher, Emotional Logic
How we can help you
Effective Behavioural Change
We are all creatures of habit. Our behaviour is driven by unconscious influences (System 1 reactions) that cannot be tackled with traditional messages, and if you’re faced with any kind of behavioural change programme you need to understand the psychology of your audience. Especially because of the pandemic, consumers motivations and their day-to-day purchasing habits have changed. For example, 43% of consumers say they are less interested in buying things than before (Emotional Logic), with clothing and footwear the hardest hit and most non-food categories going down. However, consumers are still making purchases – don’t worry!
For over a decade Emotional Logic has enabled brands sucessfully adapt to changing consumer needs and find new opportunities through our advanced research methods. Whichever sector you are working in we can help you plan recovery better with consumer insight.
Digital New Product Development Suite
As mentioned, COVID-19 has well and truly shaken up the world – but it isn’t all bad. Consumers have had the opportunity to think about what matters to them and what they want to spend their hard-earned money on. Having said that, consumers are open to new brands. 38% of consumers say they have discovered new brands during lockdown that they will continue to buy from (Emotional Logic). So, for all brands there are new opportunities to bring out a new product, consumers are willing to try something new and different at the moment. This might be an opportunity to steal some customers from your competitors…
Our digital tool suite can be implemented 100% online and delivers deep insight including implicit purchase drivers in a fast, easy accessible format and with directly actionable results.
Behavioural User Experience Research
The pandemic has accelerated the speed at which we are going digital and has given new power to many industries. It’s important that your website is optimised for consumers so they stick around and convert to sales or enquires. There is a need for brands to move online and use consumers new dependence on technology to their advantage.
It’s not surprising to read that consumers need the internet just to make it through the day; whether it be for Zoom, to make an Amazon purchase or to watch a funny cat video on YouTube… Maximising behavioural nudges on your website or adverts to get shoppers to buy and users stay is essential post-COVID – especially because buying behaviour online is a lot different to buying in-store.
Contact free Shopper Research
Now more than ever feedback from your shoppers is critical. Buying behaviour and attitudes are shifting rapidly, new loyalties are developing and online shopping is at an all-time high. How can you get shoppers back in your store?
Our contact-free solution can help you measure customer flows, get shopper feedback and optimise in-store displays. Understand how your customers are reacting to the new situation and your changed in-store environment to maximise sales you can achieve. Adapting your research to the ‘new normal’ is essential.
Consumer’s priorities are changing, but eventually the pandemic will pass, and you will be competing for consumers time, attention and money in no time. Now is the time to understand your consumers habits, don’t rely on what consumers say they want, find out what really works.
Whether you need insight to adjust your strategies for existing brands to the new normal or are thinking about launching new products we can help you get it right. Emotional Logic is a specialist behavioural insight agency and we offer a range of cost-effective research solutions to ensure your strategy connects with the constantly shifting needs of the consumer. Please get in touch for a free consultation.