• analyzing market research on iPad during COVID-19

    Update on conducting market research during the COVID-19 pandemic

    Since our original post on March 20 assessing survey response rates immediately after the COVID-19 travel ban, we've been closely following response rates and data impacts on several of our trackers, in both the utility and financial services spaces. Now, in Week 6 of the quarantine, we need to know if people have continued responding to survey invitations at the same rate.
  • collage of social media posts from that demonstrate financial fearfulness

    Segment 7: Financially fearful

    As a group with higher instances of part-time or self-employment, and a high likelihood of children in the household, this female-heavy segment is hanging on by a thread.
  • collage of social media posts from that demonstrate feelings of doom and gloom during COVID-19

    Segment 6: Doom and gloom

    This crowd is opting to stay in and cook ready-made meals rather than hitting up the local brunch spot on Sunday morning.
  • collage of social media posts from that demonstrate going at it alone during COVID-19

    Segment 5: Going it alone

    If life was tricky before, it is much harder now. This group tends towards single parents with limited activities and very real worries about financial instability.
  • collage of social media posts from that demonstrate feelings of "business as usual" during COVID-19

    Segment 2: Business as usual

    This group reports very few changes to daily life and are less concerned about the pandemic than other consumer groups.
  • collage of social media posts from that demonstrate feelings of being nonchalant during COVID-19

    Segment 1: Nonchalant

    Thus far, this segment has been the least impacted — they are not working from home and are not likely to have children staying in the house.