The reality is this – there is no single answer. It varies greatly by industry, consumer target, company size & budget, research objectives, and a variety of other factors.
In some cases, it will be best for an organization to maintain a consistent approach, and continue to gather data and insights that enables them to quickly adapt to rapidly changing perceptions and market conditions. In other cases, it might be worth a quick pause to let consumer sentiment settle before pursuing a particular project. And still with other cases, it might be time now or in the very near future to launch new, unplanned research in order to optimize brand strategy and tactics in what will likely be a very different business environment.
For any ongoing projects you have with BrandSpark, or projects that were set to launch shortly, we will set up one-on-one meetings to discuss any impacts the current COVID-19 crisis may have on data collection, no matter if they are minor or major, and our recommendation on how to mitigate or control for these impacts. Ensuring that results and insights coming out of your research are high-quality, reliable, and representative, continues to be our top priority.
For organizations looking to gain important insights now or in the near future, as always, our teams are working remotely and we are fully operational. We are ready to collaborate with you on crafting the best, most efficient approach to provide the clearest direction possible. Consumer research panel responsiveness rates remain high, and the reality is that we expect them to only increase as social distancing protocols continue on – people are looking for things to do while they remain at home. Our Shopper Army community is particularly responsive, and BrandSpark can deliver high quality project results, both quantitative and qualitative, with a very quick turnaround.
It is a challenging time for all of us. If you need advice on a specific issue in relation to your research planning or how to best leverage your current data and insights, please feel free to contact us so we can work together in determining the best path forward for your business.