During the pandemic, some of the changes Ipsos has observed via ethnography and quantitative surveys include:
- Being at home more for work and school, resulting in multi-functional use of space and increasing the amount of goods needed on hand.
- Shopping online more often (50%) to avoid store trips.
- Stocking up on paper products, cleaning supplies and staples, due to lack of product availability or reduced ability to get to the store, leading to storage of greater quantities in unusual spots.
- Cooking at home more often, sometimes for entertainment, other times out of necessity.
- And, puppuccinos: getting a cup of whipped cream for your dog during the coffee drive-thru run.
Qualitative or ethnographic research ensures that consumers guide us to what has changed, and that we pick up on the unanticipated developments. Having determined how the landscape has changed, we can also use quantitative (behavioral science) research to show the prevalence of these new behaviors.
Download our latest paper as we take stock of the changes impacting consumer’s pantry choices now, and post-pandemic.