What position and share does the company occupy in the market?

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The events of the last few months, namely the declared pandemic due to coronavirus infection (COVID-19), require a rethinking of approaches to doing business in a variety of areas. Obviously, the changes will not bypass the field of marketing research.

In general, based on the experience of previous crisis periods, the first reaction of the market is usually a reduction in marketing expenses in general and marketing research in particular. As a rule, businesses switch to cheaper alternatives for obtaining information: in-house research (conducting research on their own, within companies) or searching sweden cell phone number list for cheaper research methods. What is becoming relevant is not massive, expensive strategic research, but fast, affordable research aimed at solving tactical problems. And this is, of course, true.

Why is it important to study consumer behavior and sentiment during crisis periods? In our opinion, in such periods it is very important not to abandon research, but rather to keep your finger on the pulse, to understand what is happening with consumer sentiment and behavior, their perception of the changes taking place, and how this will affect the perception of your categories and brands. Of course, here qualitative research comes to the rescue, aimed at understanding the underlying motives, attitudes, perceptions, and needs of consumers in new living conditions.

In general, almost any classical type of research, especially qualitative, involves offline communication between researchers and respondents. Good old focus groups, in-depth interviews, in-home visits are conducted face2face, which is irrelevant in the current situation. The safest and most "working" methods today are CATI (telephone interviews) and all types of online research.