In the current climate it is very tempting to cut expenditure, particularly in marketing, but those companies that will survive and thrive will be those who truly meet and exceed their customers’ expectations in the challenging times ahead.
Planning for the “new normal” may involve you rethinking how you deliver your products and services, changing your products and services or completely diversifying into another market place altogether. All of these will require an understanding of how your customers’ needs and behaviours have changed and how they will respond to any changes to your current offering.
In our experience, here are 3 good reasons why doing research now is a good idea:
- People are keen to help others survive and thrive– with a growing sense of “we are all in this together”, there are high levels of interest in participation in research
- People have time – people are eager for a diversion from what’s going on and want to add value
- People are embracing online and remote technology – all ages and genders are receptive to taking part in research via online platforms such as Zoom.
But remember, if you are going to do research:
- Acknowledge the COVID 19 crisis and the fact that participant behaviours might be different
- Show increased empathy
- Create shorter time commitments
If you have a research project and want some help and advice, we’re happy to help.
