As consumer researchers, we are accustomed to understanding peoples’ everyday lives – their attitudes, behaviors, motivations, and barriers – normally in relation to a specific category or brand. However, these days, we now find ourselves researching topics we never imagined – including a global pandemic.
While C+R has proudly partnered with The Ad Council since 2003 on numerous research studies that have supported critical public issues, our latest collaboration is perhaps the most groundbreaking and meaningful work we’ve done to date: understanding how Americans are coping with the outbreak of COVID-19.
C+R was approached by The Ad Council to launch an on-going quantitative exploration of what Americans truly need during these unprecedented times. While the Ad Council’s budget was quite limited (and timing more urgent than ever), we felt it was critical for C+R to donate our professional services to this important research. After working with one of our trusted online sample partners to obtain significantly discounted sample costs, we were able to provide The Ad Council with pro-bono consumer research in record time.
By surveying Americans about their shifting needs, challenges and attitudes that have been directly triggered by the Coronavirus outbreak, we are helping strategic partners of The Ad Council. With this research, foundations, brands, the media and causes can make informed decisions about how they can best address the impact of COVID-19 on Americans.
Over the upcoming weeks, the Ad Council will continue to release weekly reports that share the key findings from this on-going research as the COVID-19 pandemic continues to unfold. Please visit http://covidresearch.adcouncilkit.org/ to learn more about this work and stay up to date on the latest findings.
We are incredibly proud to be partnering with The Ad Council on this essential work.