Reopen with Confidence: Ensuring Consumers Feel Safe

Revisit our broadcast featuring highlights from our Health and Safety Attitudes and Attributes Survey, and tips for reopening your business while managing brand reputation.

The author(s)

  • Nick Mercurio EVP & Service Line Head, US Channel Performance
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As the economy and businesses continue to reopen, brands must take steps to ensure consumers feel safe when shopping at their locations.

With no playbook for success, most companies are struggling to understand which health and safety policies will have the greatest impact on consumer confidence and how these additions will improve trust, loyalty, and profits. Even more challenging is measuring how consistently front-line managers are executing the new policies and procedures that keep consumers and employees safe.

The stakes for getting this right are huge — with consumer tensions at an all-time high, organizations might only get one chance. Failure to deliver an experience that meets consumer standards and complies with local and state regulations will be costly and result in eroded trust, closed locations, and long-term damage to your brand’s reputation.

View our on demand webinar featuring highlights from our Health and Safety Attitudes and Attributes Survey and discuss how the upcoming Ipsos Consumer Health and Safety Index can help you solve these crucial business challenges.

For more information about this study, please read our detailed POV or watch our brief video here.

About the Health & Safety Attitudes & Attributes Study

These findings are based on data from an Ipsos survey conducted May 5-7, 2020 with a sample of 2008 adults aged 18-74 from the continental U.S., Alaska and Hawaii who were interviewed online in English. The sample was randomly drawn from Ipsos’ online panel, partner online panel sources, and “river” sampling and does not rely on a population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in drawing a sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates respondent characteristics to be representative of the U.S. Population using standard procedures such as raking-ratio adjustments. The source of these population targets is U.S. Census 2016 American Community Survey data. The sample drawn for this study reflects fixed sample targets on demographics. Post-hoc weights were made to the population characteristics on gender, age, race/ethnicity, region, and education.

Statistical margins of error are not applicable to online non-probability polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 3.5 percentage points for all respondents. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=2,008, DEFF=1.5, adjusted Confidence Interval=+/-2.0 percentage points).

The author(s)

  • Nick Mercurio EVP & Service Line Head, US Channel Performance

Consumer & Shopper