How COVID-19 is Driving Change in Consumer Research

How COVID-19 is Driving Change in Consumer Research

Clients are asking how to think about survey research during the COVID-19 global pandemic. Specific questions include:

  • Will data be biased? Will self-reported behaviors, preferences and attitudes be biased by the fact that many consumers are living outside of their normal routines right now?  
  • Should we be running research right now? What types of research should we avoid and what types of research should we continue or even begin?
  • What steps should we be taking in survey design and fielding to mitigate bias?
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Tipping the balance: the danger of mixing scales in market research

Tipping the balance: the danger of mixing scales in market research

Scale-based questions are a hallmark of quantitative market research, from Net Promoter scoring (to determine willingness to recommend) to Purchase Likelihood to Customer Satisfaction.  Indeed, scales are a preferred format when we ask consumers to predict future behavior as they allow respondents to assign a likelihood to said behavior, rather than indicate that they are “all in” (yes) or “all out” (no).

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