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Market Research During COVID-19: What Works, What Doesn’t?

Posted on July 28, 2020 by Monika Wingate

A tourism industry client of ours recently placed a research project on hold because they want the timing of their research to align with the loosening of travel restrictions. They simply weren’t sure consumers could envision travel right now. It was a good decision to wait.

Another client went forward with a research project that was planned well before COVID-19 – they assessed, correctly, that the pandemic would not prevent them from understanding what they were trying to learn.

Hormel’s Story of Tapping Organizational Change to Build a Better Consumer Insights Function

Posted on July 13, 2020 by Monika Wingate

Hormel has made a huge shift in the way they handle research. This global company has more than 20,000 employees and 50+ brands, such as Spam, Skippy, Black Label Bacon, Applegate, and many more. As you might imagine, they rely heavily on consumer insights. I recently co-presented with Heather Vossler, Hormel Director of Insights and Innovation, to learn about their approach to research, how it has shifted in the past few years, and how they are adapting during COVID-19.

COVID-19 Study: Consumer Hopes and Expectations as Businesses Reopen

Posted on June 17, 2020 by Monika Wingate

More than 70 days. That’s how long people in the U.S. have been on lockdown since COVID-19 hit. Now, as businesses begin to reopen and a bit of normalcy is on the horizon, we are shining our qualitative research spotlight on consumer hopes and expectations as social distancing measures begin to loosen. How can your brand help consumers through this transition and add value during this time of change?

How a Leading Men’s Care Brand Delivered 4 Months of Research in Just 4 Weeks

Posted on May 13, 2020 by Monika Wingate

Now more than ever, it’s critical for companies to make high-quality decisions quickly. Using a mix of qualitative and quantitative research to inform those decisions is arguably the best way to go, whether you do it in-house, partially in-house, or choose to fully outsource it. Men’s care brand Harry’s has optimized their team and technology to get impactful results.

6 Insights on How Consumers Shop for New Products During COVID-19

Posted on April 30, 2020 by Monika Wingate

We are now several months into our new reality of sheltering in place and social distancing during the COVID-19 crisis. How are consumer shopping and purchasing behavior evolving, and more importantly what behaviors are likely to "stick"? As an online qualitative technology solution, we used our platform to conduct rapid, in-context qualitative research to help brands build a deeper understanding of how they can strategically adjust products and messaging to meet changing consumer needs.

Top 4 Ways to Conduct Successful Qualitative Research During the COVID-19 Crisis

Posted on April 13, 2020 by Monika Wingate

Business – and the world – have changed rapidly due to the onset and spread of COVID-19. As companies worldwide consider how to operate in an environment of social distancing and remote teams, it’s no surprise that we are seeing an increased demand for online research. Companies can’t conduct in-person research or focus groups right now and need an alternative. Online qualitative research is a great one.

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