When confronted with the facts of the COVID-19 outbreak, people who work in market research are experiencing the same amount of ambiguity as everybody else. But market research experts played a crucial role in connecting management teams with consumers while providing strong, evidence-based guidance.
So, what are your options? The actual question is, what should you do? You may not require similar knowledge as before, but critical choices still have to be done, and they must be validated by proof rather than assumptions. All you have to do is ask the researchers what is unique about their research.
Following the first rush to react to the COVID-19 outbreak, now is the moment to evaluate what will best benefit people moving ahead – both technically and socially. So, market researchers are trying to help the firms they work to ride through the crisis as successfully as they can. It is not always about increasing revenues, rather, it involves providing the best possible service to consumers, assisting in the preservation of jobs, and avoiding rash assumptions or poor decisions. Research from previous crises shows that how brands respond and interact has a significant impact on their sustainability and the speed with which their firm returns once the emergency situation is over.
Customer Review is Important
Thankfully, online data collecting and reporting eliminates the requirement for "physical distance" to prohibit you from obtaining the information you require. A calamity of that same magnitude as the COVID-19 pandemic is not the time to be neglected, rather, the situation should be managed as soon as possible. The best part is that today's technology-enabled consumer intelligence tools provide quicker responses compared to previous times. Field studies and data processing that used to be time-consuming can now be accomplished in hours thanks to automated, online, and self-service solutions.
Each company is unique, but there are certain things that everybody must consider in these challenging circumstances.
How Consumers Behave During Crisis?
You must not assume that there is a "one size fits all" solution to how behaviors, expectations, concerns, and demands change during an emergency situation like the COVID-19 outbreak. Companies can utilize various advanced tools to track shifting behaviors and actions of the consumer as they emerge. Likewise, targeted polls help market researchers to dig into problems that the companies may not be focusing at their present situation.
What are the Expectations of the Consumers?
When emergency situations occurred, organizations were collapsing due to their rush to communicate their COVID reaction plans with consumers and implement different emergency procedures. They incorporated social distancing strategies, online ordering, contactless buying, and other similar methods. But what should be the next step of the companies? Social media sites were overflowing with horrific stories from dissatisfied customers who were unable to receive the services, products, or guidance that they require. Knowing consumers' demands involves more than just staying ahead of the curve and minimizing criticisms. So, it is crucial for the business to recognize the evolving needs of the customers and adjust their services according to them.
Are your Marketing Strategies Updated?
Consumers have more free time during lockdowns when they can consume and share more content compared to normal times. This might be a tremendous opportunity to convey your marketing message to your targeted customers, but it also implies that the content must be short and crisp so that it becomes easy to understand. We all have seen TV commercials the day following the lockdown that featured the types of social activities that we were all compelled to avoid - the circumstances couldn't have been worst. Knowing your consumers' emotions, behavior, and opinion will assist you in determining what message to keep, what to remove, and where to concentrate on new initiatives.
What About Longer Term?
When challenged with short-term instability, it is natural to give up hope for a recovery to routine, but still restoration is happening. But here the question is will your company and its brands be prepared for the market? If a brand wants to recover rapidly, it must maintain relevancy and visibility. However, as people deal with the economic effects of the outbreak, we may anticipate them to cut back, trade down, and postpone purchases. The instant reaction will differ by segment, but after normality resumes, the challenge for businesses will be to understand whether customers are going to continue to purchase the products they previously enjoyed. Brands must ensure that they are well prepared for the rebound, which entails monitoring current trends and then strategizing and making long-term investments.
If you already have a tracking study, it will offer essential information into how behavior and opinions are evolving, helping you to determine whether it is still valuable and relevant to its prospective consumers. Moreover, crisis situations do not always bring obstacles; they can also present immense possibilities for new innovations or a stronger effective approach. Some businesses were able to build powerful, fresh emotional positionings throughout the Great Recession, allowing them to not only sustain but also thrive. In such situations, stand-alone research may be required to evaluate the new potential.
Even though this is not the first time that the world has witnessed a pandemic, it has been the first time since the emergence of the internet and social media. We've all felt like we've walked into post-apocalyptic Many people have found the situation more difficult to cope with than others, therefore now is the moment to comprehend others' experiences within your own company. Go beyond the evident requirements for remote working, PPE, social isolation, and others.
What other psychological or practical demands must the company's management attend to? How are the employees responding to interactions and tone? People are the most valuable asset in any firm. Knowing what they're thinking and preparing them for the difficulties ahead is critical if you want to achieve success.
How Market Research is More Important than Ever?
Companies are currently being pushed to make difficult choices, and budgetary control is critical. It is reasonable that some businesses are aiming to reduce non-core efforts and operations. For many organizations, this has placed market research under the spotlight.
Today research activities have become more crucial than ever before. In the short term, scaling back may appear to be a strong choice. But, the effects in regard to consumer satisfaction, brand image, employee morale, and the company's long-term standing could be severe.
That is not only our perspective; it is also supported by market research on the subject of market research. Finally, research ensures that organizations take the necessary steps to protect their future, but also the futures of their employees and the communities where they do business.
Aparna Dutta / LinkedIn
Experience in Blog creation, Article Submission and Blog posting. I specialize in writing engaging blog posts for Market research and business insights. A person who believes in the principle of time and works towards perfection.