New Zealanders want advertising and research to continue during Covid-19

There are a lot of uncertainties facing government and businesses at the moment, but one thing we can be sure about, is that everything is changing. There are so many issues to watch and monitor over the coming weeks and months. Governments are under pressure to lead and inform. Businesses - large and small - have to make the right decisions for their employees and their customers.

The author(s)

  • Carin Hercock Managing Director
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We know from Ipsos weekly tracking that New Zealanders’ behaviours are varying from the norm with increasing frequency of activity in some areas, decreasing frequency in other activities, and even the rapid adoption of completely new emerging behaviours.

The extent of the behaviour change being stimulated is creating a market landscape in flux. Businesses can no longer depend on what they think they know about their category and the behaviour of their consumers. There are threats emerging that need to be understood, but likewise for many, this change also brings opportunities to be leveraged.

However Ipsos research conducted with New Zealanders aged 18+ from Friday 10th to Tuesday 14th April indicates there is clear permission for organisations to continue doing a range of activities including conducting market research and advertising.

The author(s)

  • Carin Hercock Managing Director

Society