Ipsos Research Highlights - 7 May 2020
This week's Ipsos Research Highlights features who the British public think is going to be negatively impacted by coronavirus, pessimism about the future and opinion of returning to normal life.
Britons think Coronavirus will have harder impact for old poor and those in cities, but believe society has become less divided
Even though the lasting impact of the coronavirus is uncertain, Britons already have an idea of who will be more negatively impacted. Sixty-four percent of the British public believe that old people will be vulnerable, as well as poor people (61%) and ethnic minorities (48%). Despite clear divisions in Britain and 75% agree that British society is fairly divided, over half 56%) agree that they would rather be a citizen of Britain than any country on earth.
Majority of Britons would feel uncomfortable returning to large events, public transport and other pubic spaces post-lockdown
As a plan for life post-lockdown is starting to be discussed, it's clear that the British public are still uncomfortable about reverting completely back to normal. Only 29% of the public would be comfortable going to bars and restaurants and 21% would be comfortable using public transport again. However, comfort can be found in familiar places as nearly half of Britons say they'd be comfortable going to work and two in five would be happy to send their children back to school.
6 in 10 Britons struggle to stay positive about the future, but this could all be changed with a vaccine
Staying positive about the future in the middle of this pandemic is definitely a hard task for the British public at the moment. More than half (54%) are struggling to stay positive day-to-day, and the particularly in women, with 61% agreeing. However, a positive difference could be made by an announcement of a vaccine, financial security or seeing friends and family. Three-quarters (73%) say they would feel more optimistic if they knew their income wouldn’t be affected (rising to 80% of 18-34-year-olds).
Signals #5: Understanding the coronavirus crisis
In the fifth edition of Signals, we highlight the key learnings so far and begin to identify the progression from outbreak to pandemic, and now, the tentative easing of restrictions. This edition also includes analysis of the impact of COVID-19 on how we eat and the latest from the public opinion tracker.
In other news
Our Thinkbox real-time study, following the media habits of 12 households across the UK, has two new editions. We find that TV is still a key source of comfort and explore how lockdown is changing our buying behaviour.
Ahead of the 75th anniversary of victory of over the Nazi's, we look at the global lasting impact of World War II has and why it still matters.
In episode 4 of the Customer Perspective podcast our hosts, Helen Wilson and Trevor Clarke, speak with CX Chief Research Officer, Jean-Francois (JF) Damais about the latest groundbreaking thinking in the industry, the 'CX Forces' framework. Plus, JF examines how COVID-19 has altered the hierarchy of needs and how organisations must refocus customer experience measurement to address what truly matters.
As part of our Virtual Future of Research series, we’ll be hosting various webinars and bringing you regular bitesize content on a range of topics surrounding coronavirus.
- Sign up for our next webinar: Understanding the Lived Experience of the Pandemic
- And COVID-19: The generational response
As ever, please do let us know what you think, and I hope you find something to interest you.
Ben Page
Chief Executive, Ipsos
[email protected]