America in Flux: Looking Ahead
Throughout the pandemic, Ipsos' Ethnography Center of Excellence has sought to understand the human stories behind the data with its America in Flux - a comprehensive, longitudinal, and video-centric exploration of American consumers’ daily lives. Following households in WA, AZ, WI, GA, and NY, we examine how behavior and beliefs have been disrupted and continue to change during the COVID-19 pandemic.
Starting in May 2020, anthropologists built relationships with each household and worked with Ipsos behavioral scientists to empathically understand the ‘what’ and the ‘why.’ They explored life hacks, workarounds, and unmet needs, considered regional differences, generational, and socio-economic factors, and applied behavioral science frameworks for deeper understanding.
As time went on and more aspects of American life were “in flux,” topics included racial justice, election views, back-to-school, holidays, the variants, inflation, and more.
Brands have leveraged America in Flux insights to educate leadership, guide strategic and communications decisions, build empathy within the organization, and inform diversity and inclusion initiatives.
Please revisit our recorded webinar to watch ethnographic video segments and hear insights tied to major themes from the study, with 2021-focused thought starters for brands and marketers. Archived video segments (since Aug 2020) are also published monthly and available online here.
Our latest instalment (December 2021) exploring the impact the inflation is having on holiday shopping.
