The COVID-19 pandemic is an unprecedented event and created a world which is more complex and fluid than it was at the beginning of the year.
During a time of crisis, consumer attitudes and behaviours go through great change, and some of those new attitudes and behaviours will become permanent. From our research we found consumers are more open to new ideas during a crisis since their usual habits have been interrupted.
To help get a better understanding of how a crisis may impact survey results, we analysed Ipsos’ concept testing database of 45,000 concepts based across 93 countries. Specifically, we looked at the last financial crisis, which started in 2008, comparing it to the recent years of 2016-2019.
While we realize the current COVID-19 crisis is quite different, there is still a severe financial impact in addition to the health crisis, so we believe the results provide a valuable learning.
Our key takeaways from our research:
- While every situation is unique and there will be cases where it will be good to postpone or stop research, there are also important learnings that can be gathered.
- Research during a crisis can help understand what actions need to be taken now and in the future as some of the changes in attitudes and behaviours will become permanent.
- Understanding how innovations can be launched in an eCommerce environment and utilization of digital solutions is more critical now than ever before.
- Data shows that consumers may be more open to new ideas during a crisis since their usual habits have been interrupted. Understanding what resonates with consumers is key.
Unpacking Betting in Kenya
The burgeoning Betting and Gaming sector has been riddled with controversy and success stories over the past few years. With the suspension of betting firms, the media industry stands to lose 10% of 2019 advertising expenditure. Equivalent to KES 14 billion projected loss! 73% of Kenyans that are aware of the suspension are bettors.
Q1 National SPEC Survey, 2018
State officials themselves, rather than errant/criminal elements within the wider society, are deemed responsible for most rights and constitutional violations. Support for devolution remains high, even if doubts continue to increase about the counties’ capacity to provide medical services on their own. China overtakes the US as the ‘most favored nation’ among Kenyans, even if its negative ratings stem almost entirely from its economic muscle – the very factor that has allowed it to become such a valued partner in Kenya’s development.
[WEBINAR] The Forces of Customer Experience
Do you truly understand the Forces that are at play in your customers’ minds? This new webinar accompanies our brand new CX whitepaper, 'The Forces of Customer Experience: The science of strong relationships in challenging times'. Hear from the author of the paper and Ipsos' CX Chief Research Officer, Jean-Francois Damais,