The Impact of COVID-19: Global digital qualitative study sessions

Our response to the
COVID-19 outbreak

How are consumers responding to the COVID-19 pandemic?

There’s no question that COVID-19 has radically changed all of our lives – how we live, shop, work and interact. It’s also impacted consumer attitudes and behavior, and maybe even changed their priorities long term. As a brand owner, how can you understand the impact of these events on your customers and markets both today and tomorrow?

Our recent digital qualitative sessions into the impact of COVID-19 will help you get closer to those changes – and to your consumers – across diverse global markets. Get the global summary report below, or download country-specific findings.

Leverage these insights to quickly respond to your consumers’ changing behavior and prepare for the future.

Global Covid-19 Digital Qualitative Study

Global report: The Impact of COVID-19

How has COVID-19 changed the way consumer shop and work? What new behaviors have people adopted, and which do they plan to retain? How can brands better respond to the situation in their communication and advertising? And what do consumers expect brands to do to help them through this time?

These are just some of the questions that our digital qualitative study addressed across Brazilian, Chinese, Indonesian, Dutch, British (UK) and American (US) markets. Get the full report with results and analysis here.

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Brazil: Financial losses offset by strength in community

Brazil: Financial losses offset by strength in community

The biggest impact for Brazilian consumers is professional or financial, with many afraid of losing their jobs or facing a loss of household income. But solidarity is key with people valuing time spent with family, and binding together as a community.

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China: Preparing for the future

China: Preparing for the future

Even though the virus is now under control in China, most Chinese consumers remain cautiously optimistic about the future. People are still assessing the situation, so they are holding onto their pandemic shopping habits.

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France Covid-19 Digital Qualitative Study

France: Consumers want to be more united

The French want to keep the consumption habits they had before the crisis, but have become aware of a need to limit unnecessary purchases, to consume more locally and to buy more eco-friendly products. They recognize the importance of supporting French producers and manufacturers in particular.

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India Covid-19 Digital Qualitative Study

India: New shopping habits lead to buying essentials only, and buying in bulk

Limited availability and inability to go out could be potential reasons why consumers stick to shopping for essentials only and preferably buy in bulk (leading to less frequent shopping trips). With safety top of mind, dependency on outside food is also dwindling.

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Indonesia Covid-19 Digital Qualitative Study

Indonesia: Economic impact sparks proactivity

The pandemic has caused great economic impact for Indonesian consumers on both a personal and community level. With many in a heightened state of worry, they are seeking to futureproof themselves against a resurgence of health and economic crises.

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Netherlands Covid-19 Digital Qualitative Study

Netherlands: Loss of personal freedoms is deeply felt

Dutch consumers really miss being able to go outside without worry, with younger people being especially eager to travel again. People who live in smaller cities especially feel that their freedom is the most restricted.

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UK Covid-19 Digital Qualitative Study

United Kingdom: Consumers turn to food for comfort

UK consumers have become obsessed with eating and food to stave off boredom, and because food shops are the only places open to get out of the house. Some feel positively about a newfound love of cooking and eating healthier.

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US Covid-19 Digital Qualitative Study

United States: Perceived lack of preventative measures is negatively felt

Changes affecting many dimensions of US consumers’ lives may be long lasting – more frugality, tendency to stock up on essentials, a move towards online shopping and increased importance of health and wellness. US consumers are also experiencing a relatively higher level of disgust that more was not done to prepare for this crisis.

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