The prevalence of work-from-home policies and the adoption of new technologies across many sectors are a marked result of our current world. Consumers are deeply concerned about the long-term impact of the virus, both from a health and economic perspective. People’s attitudes, behaviors, and buying habits are changing, and many of these changes will remain even after the pandemic. Social distancing has also led to a surge in digital commerce.

Amid shifting consumer sentiments, a critical question on every marketer’s mind is:

Is this the best time for conducting market research when the world is struggling with a crisis?

Our answer is: Yes.

The COVID-19 pandemic will result in a long-term psychological shift in how we view many things, and marketing is no exception. This makes it imperative for businesses to lead with sensitivity and foresight, and they must adapt to change in order to win the consumer’s trust.

Now more than ever, marketers will need a proactive plan to adjust how they lead their teams, speak to their customers, and manage their brands.

To get the ball rolling for your market research, you need at least a basic idea of what the consumer may be going through during this pandemic.

Data and insights can be highly reassuring in critical moments, with surveys being essential in gaining a real-time view of current and evolving consumer attitudes. Consumer surveys provide information on what’s going on in the minds of a huge number of people. This pool of data, when sampled by markets and regions alongside analytics, has the potential to paint a clear “before and after” situation.

Here are some of the changes that may be affecting your buyers’ sentiments and have the potential to give a new approach to post-covid marketing.

Shifts in consumer sentiments


To achieve all the factors we just discussed, research is critical and should always be the very first step. Understanding what your customers are thinking and feeling, as well as studying what is going on in your industry and in broader society, will help you take the informed path to make better business decisions.

That being said, we also understand that wading through a shifted world means a lot of uncharted territory. That’s why we have come up with the following pointers to give you a good idea of how to interact with your target users in the COVID-19 era.

A new strategy: where to start from?


Get creative with your research


Depending on what is relevant to your brand, you may look to how people are adapting to life at home, changes in mealtime patterns, how life may look different in the future, and the overall lessons they have learnt from this pandemic.

While planning any sort of market research on work situations during the pandemic, keep the following practices in mind:

  • Be crystal clear on why you’re researching this topic and how your data will be used.
  • Keep the maximum time taken to complete a questionnaire low. We recommend less than 10 minutes, as your consumers’ patience or attention span may be limited.
  • Do not overburden customers with in-depth research requests, like asking for too many details about the pandemic situation in their area and other things which you think may be outside their knowledge area. Asking too many things may result in them leaving the survey unfinished.

Putting a halt on market research would be a big mistake for any brand right now. With the right survey, reporting, and analytical tools, businesses should improving their research capabilities and studying their market.

While it is true that your consumers may have too much on their plate right now to even be interested in telling you their opinion, you can learn what they are doing if you can reach out to them with the right strategy. And that data is more important now than ever before.

Nations, cities, and towns are reopening across the world at their own paces. Marketers should continue to use data to measure customer and employee sentiment, and use this measure to ensure their brand is communicating the right message to the right audience.

Sangeeta BoseContent Writer - Zoho Survey

Posted on:  November 10, 2020

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