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.
This research study brought 25 consumers, ages 21-60, from a mix of ethnicities and U.S. regions, into a two-day online Digsite community to talk about their changing habits and attitudes, and what they are feeling as social distancing measures are relaxed.
Although people are adapting to the “new normal” of life during a pandemic, they aren’t generally happy about it. In a study we conducted in March, when it was relatively new, we found that consumers felt anxious, drained, and overwhelmed. Now, in June, consumers still feel anxious and drained – but also annoyed.
When looking to the future, they say the most difficult piece is the long-term expectation of social distancing, not going out, and trying to remain safe. Consumers also continue to be very worried about both COVID-19 and the extreme measures needed to contain it.
Here are the key findings included in this research study:
1. Consumers have been socially distancing long enough to move from “sit and wait” to “try something new.”
2. Consumers still feel stressed and exhausted
3. Consumers have only moderate trust in businesses and public spaces to keep them safe in the near term
4. When making purchase decisions, consumers are currently emphasizing social responsibility over style
5. Months of social distancing, plus uncertainty about what’s to come, have tempered expectations for the near future
Download the full report for a complete overview of our research findings which includes clip reels of our participant videos that let you hear directly from consumers themselves.
At Digsite, we are dedicated to having the latest online qualitative technology and expertise. Our experts can answer your questions and guide you as you explore your options. That’s what we do best, and during uncertain times like these, we are here to help in any way we can. If you're looking for information on how to do online qualitative research during the COVID-19 outbreak, check out our new eBook, "How to Conduct Market Research During the COVID-19 Era."
With this eBook, you'll learn what has changed in the market research industry since COVID-19, what you need to know moving forward, and how your brand can help consumers and add value during this time of change.
