The pandemic has led to a constant question across sectors: “now what”? With the slew of data available from the early onset of the pandemic around how consumer behavior was changing, it became clear that distinctive groups were emerging from this crisis with very different needs and fears.
Ipsos quickly implemented a simple but effective way to map and track distinctive segments of the U.S. population that would set the stage for how COVID-19 would impact behavior. Now seven months into tracking these segments’ behavior, we continue to see value in understanding how their behaviors are influencing their purchase decision across a wide array of categories, from tech to food service, fitness and political and social unrest.
Read more about each of the five distinctive groups, which based on several elements can be summarized into two dimensions:
- The financial impact COVID-19 has on the individual
- Their level of concern, fear and inconvenience as a result of the virus
[WEBINAR] Why Digital Readiness is Critical for Pharma Marketers
Join us for a complimentary webinar as Ipsos VP of Healthcare Digital Strategy Steve Reeves will take you through a pragmatic, detailed process for understanding how to think about digital readiness and the utilization of social and other digital data sources for insights gathering in healthcare.