Travel has been cancelled; in-person market research is indefinitely postponed. Industries have been greatly impacted by social distancing and new restrictions, which seem to change nearly every day. None of us expected a quarantine situation at the start of this year, but here we are.

Businesses nationwide are adjusting their purchase processes to meet home-bound consumers’ needs, by offering digital alternatives in this new normal, ramping up home deliveries, and adding parking lot pick-ups to encourage individuals to develop safer new habits. 

Someone breaks into a deep cough on a crowded street corner. Another person sneezes on a train. Everyone stares.  We are living in the era of the novel coronavirus, officially known as COVID-19. There are still many unknown factors of this disease, including how contagious it is, and when there might be a solution for global containment.

When market research started back in the 1920s, quantitative research was the name of the game. It seemed to be the only way to gather accurate insights—that is, until qualitative research started to gain popularity in the 1950s and 60s. 

Like any industry, research has evolved to keep up with the unfolding demands for our services. Compared to the early days, research now spans a plethora of methodologies and correlating technologies – including the internet.

But, the internet isn’t new news. Right? 

Right. For years, the internet has been leveraged to make the world smaller, and the research arm longer. But despite the internet’s stronghold, some parts have yet to be fully understood or optimized. 

Placing your products in the homes of consumers is essential to market superiority
 

I stood on the loading dock marveling at how the driver backed the trailer truck into the tight parking space to offload his cargo. What is it today? It could be several of any products I’m expecting. “Are you with C+R Research?” The driver bellows, while he begins the process of engaging the truck’s pneumatic lift-gate mechanism. This action signals to me that this is going to be a heavier load than usual.

One of the most significant steps a brand can take when conducting market research is choosing the right research partner. And, when making this decision, obvious factors like company reputation, experience, cost, and practiced methodologies are rightly prioritized. However, something that often gets overlooked is engagement. 

Communities and panels have come a long way in the past decade. While they still provide quick, continuous access to your consumers of interest, there’s more than meets the eye! To “take it up a notch,” think of communities not as a stand-alone method or tool, but as a part of a larger research strategy and offering.

At C+R, we have found that we're able to uncover deep emotional insights and build empathy with your consumers and customers with online and even mobile projects. To do this though, we need to earn the right with consumers so that they tell us what we wan