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Steve Stallard, Senior Vice President

Brands have been facing uncertainties since the start of the COVID-19 pandemic; and for many of them, this has led to tightening budgets, primarily spending less on advertising. So, what was the marketplace impact of these cuts in ad spending that most brands instituted during March and August of this year? More than likely, those brands lost some ground in brand equity and are probably facing a decline in brand awareness. And, as we all know, a decline in awareness is never good for sales.

Erika Hammer, Vice President

I know I speak for many of my colleagues when I say that we’d love our work life to go back to the “status quo” – pre-pandemic conditions. We don’t need anything crazy or exciting – all we need is to just have a "normal" day in the office.  So, is it OK if you think about market research the same way? Or, does market research always need to be “revolutionary” to be worthwhile?

Mary McIlrath, Senior Vice President

So, shopping has been crazy for families this year, trying to stay on top of having enough hand sanitizer and snacks. Back to School season was so strange that we wrote three blogs about it—and it all started with Amazon Prime Days being postponed indefinitely in July.

Let’s all take a deep breath together (seriously…one, two, three, in, and exhale), and buckle up for holiday shopping for families in the age of the COVID-19 pandemic.

Consumer Costs of COVID-19

If you’ve noticed higher prices at the checkout aisle since COVID-19, you’re not alone. Americans across the country have been paying more for staples such as meat, eggs, and poultry as well as everyday household goods. Grocery prices skyrocketed beginning in March and still haven’t fallen to pre-pandemic levels. 

In order to find out how Americans have been adjusting to higher prices, we surveyed 2,040 consumers and asked them how COVID-19 has affected their budget, shopping habits and diets. 

Hillary Stifler, Vice President

As soon as COVID-19 proved itself to be a big deal by keeping us, and many Americans, safe at home, C+R Research developed a COVID-19 Task Force to keep a pulse on changing consumer behaviors. As we have watched the emotional roller coaster COVID-19 has been for consumers, and the term “new normal” grow in popularity, we began to wonder what the future would look like.

Key Insights From Consumers During COVID-19 Shelter In Place

Consumer Connections: Key Insights From Consumers During COVID-19 Shelter In Place

It’s important to know where consumers have been so we know where they are headed. 

From March 26, 2020 through the end of April, we spoke with consumers across the country once a week to hear how the novel coronavirus and subsequent shelter-in-place ordinances have been affecting their household’s daily lives. This report brings to light the evolution of emotions consumers have experienced and what this means for your brand.
 

Joanna Tai, Project Manager

The 21st century may not have brought us into the world of flying cars, outer space living, and a robotic maid named ‘Rosie’ like it did for ‘The Jetsons’; it does, however, allow us to live in a world where some people can work from home, and conduct essential errands/tasks all from the comforts of their home.  And, this has become even more apparent to me (a Technologically challenged individual), since the onset of COVID-19.

Lindsay Schachinger, Quantitative Analyst

While most of the country has been in lockdown for several weeks now, consumers are without a doubt sinking into their new “normal.” Whether it be how consumers grocery shop, interact with friends and family, navigate working from home, or spend their free time, behaviors and attitudes are changing rapidly throughout this crisis. Now more than ever, some consumer behaviors are taking place for the first time, and many are being done online.

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