What does social distancing behaviour tell us about our needs?

What can social distancing behaviour tell us about fundamental human needs? And how can brands best adapt their offer to meet them?

The author(s)

  • Amy Thomson Ipsos UU
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While 'lockdown' may be drawing to a (fingers-crossed) close, social distancing - its more friendly if still unappealing cousin - looks to be with us for some time yet. But what does this mean for brands struggling to keep up with their customers' changing emotional and functional needs?

This new study by Ipsos MORI explores how social intelligence enables us to learn from what consumers are really saying outside of a traditional research context, by analysing unprompted online conversation. By analysing the data at a granular level, Ipsos's expert team can show brands from nearly any sector how their current messaging and output is landing, and how their consumers - and potential customers - can be better catered to.

Our internal team of social intelligence specialists analysed social data from brands across numerous sectors to unpick fundamental human needs (Censydiam) during the time of social distancing. Social Censydiam, the analytics framework that Ipsos uses to delve deeper into the findings, examined the ‘why’ as well as the ‘what’, helping clients to understand and explain the relationship consumers have with brands.

This study found that the brands most successfully navigating the pandemic situation are offering a mix of functional and emotionally led solutions, with greater room to consider longevity (what comes next in the new normal) and more validation of anti-productivity and playfulness in an environment of uncertainty and change. This report gives a unique insight into current category needs, motivations and how these motivations are expressed spontaneously in social conversation.

 

An in-depth category version of the study is also available. To see how this framework can be applied specifically to your industry, please contact Amy Thomson on the details below.
 

The author(s)

  • Amy Thomson Ipsos UU

Media & Brand Communication