Throughout the pandemic, Ipsos’ Ethnography Center of Excellence has sought to understand the human stories behind the data, following households in 5 states from May through December 2020 as part of the America in Flux digital ethnography project. As we charge forward into 2021, we look back at what we learned over the course of the study, exploring how our respondents navigated everything from lockdowns and illness to back-to-school, questions of racial injustice, COVID holidays, and more.
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. Listen in for these 3 key take-aways:
- Design messages and offerings that clearly understand and support new consumer needs
- Focus on providing certainty: safety, value, and values
- Remember that political orientation runs deep so lean in, but avoid offense