People Are Happy to Take Part in Market Research – So What’s Stopping Researchers?

Despite an overwhelming majority of researchers believing now is an appropriate time to move forward with some type of research, more than two-thirds of companies are canceling or postponing their research in light of the COVID-19 pandemic.

That’s despite 86% of consumers saying they feel it’s appropriate for companies to still carry out research.

The findings come from our latest study (April 2020) into research under uncertainty. We fielded two studies to understand how COVID-19 is impacting researchers and their organization — one to 200 US-based professionals who conduct market research or UX research for their own organization’s us, and the other to a US general population sample (n.200)

What’s Driving Companies’ Concerns Over Research?

We took a closer look at market researchers’ biggest concerns when it comes to fielding research, to see how these align with consumers’ openness to participating in research at this time. For a deeper dive into how to conduct market research during the current pandemic, join our webinar on making your research program COVID-19 resilient on May 7th, 2020. 

Concern 1: Data collected now may not be reflective of the landscape beyond COVID-19

Over half (51%) of market research professionals believe that behavior related to specific industries or categories will radically change once the COVID-19 pandemic is over.   

When asked if “data collected now may not be reflective of the landscape beyond COVID-19”:

• 46% said this was a concern
• 18% cited this as their primary concern
• 33% cited it as a reason to cancel or postpone research 

While it’s impossible to predict what the “new normal” will look like once economies and markets reopen, it’s prudent to continue to measure changes as they are happening so you can:

• make the right short-term decisions for your business
• position themselves as favorably as possible for a post-COVID landscape

Measuring current sentiments and behavioral changes through focussed attitudes & usage studies can help you navigate the current market climate and make the right marketing decisions in the short and longer-term. 

Given that the virus’ presence is expected to ebb and flow over the next 18 months, brands should understand if and how behaviors and sentiments are shifting over this time, rather than waiting for the crisis to pass.

Concern 2: You don’t want to seem insensitive

Many organizations have paused other activities such as advertising campaigns and promotions for fear of being seen as insensitive in the current climate — and it’s a similar story for market research. 

When asked if “conducting market research during COVID-19 might come across as insensitive”:

• 43% said this was a concern
• 21% cited this as their primary concern
• 30% cited it as a reason to cancel or postpone research 

Admittedly, there may be some categories that pose challenges but our study found that 86% of consumers feel it’s appropriate for companies to conduct research at this time. While most types of studies were viewed positively by consumers, the ones they considered most appropriate included general and product-specific attitude and usage studies, and Customer Experience studies.

When asked “why do feel market research studies are appropriate right now”:

• “Businesses still need to keep planning and functioning as normal as they can. Input from customers is very helpful and makes customers feel like they can influence products and company decisions”
• “Consumer activity has changed drastically and businesses need info to react to and stay afloat”
• “Because it is important to understand how people are feeling, thinking and acting and how that compares to before the pandemic”

Based on our study, it’s clear research can and should continue, but screening criteria and/or behavioral questions may need to be altered while you should also evaluate any questionnaires for appropriateness. For particularly sensitive topics, you may also consider more aggressive measures to ensure your study won’t reflect poorly on your brand — this could include securing an objective, third-party review of your research plan and questionnaire, or even conducting survey pre-testing among a limited number of respondents before launching in full, to ensure it’s appropriate.

However, while conducting research in some categories may pose challenges and seem out of place today, our general population survey showed most consumers are still very open to responding to market research surveys. In fact, 86% feel that it is appropriate for companies to be conducting research during this time. While most studies are considered to be appropriate for the times, the most appropriate research  

Concern 3: Response rates may be lower than typical / target audience not available

An inevitable knock-on effect of fears over a consumer backlash, combined with worries that illness or lockdown restrictions might make a target audience unavailable to participate, is that COVID-19 will impact response rates.

When asked if they believed “Response rates may be lower than typical or your target audience is not available”:

• 40% said this was a concern
• 11% cited this as their primary concern
• 33% cited it as a reason to cancel or postpone research 

This fear isn’t backed up by our study where just 2% of people said they were less likely to respond to a market research study compared to before the pandemic. And, as of April 15, none of our panel partners had seen any difference in response rates since the onset of social distancing and stay at home restrictions.

Granted, every situation may have its unique challenges.  If you do have concerns about response rates, continue to focus on best practices, such as ensuring short surveys that are mobile-enabled (ideally less than 9 min, particularly for mobile-enabled surveys), reviewing incentives for appropriateness and practicality, and having questionnaires and sample plans reviewed by a third party for COVID-19 sensitivities.

Concern 4: You or your research partners currently don’t have the capacity to conduct or analyze research

It’s not just the availability of respondents that are worrying market researchers, but also the ability of their own and their partners’ ability to cope.

When asked if they believed “You or your research partners currently don’t have the capacity”:

• 35% said this was a concern
• 15% cited this as their primary concern
• 30% cited it as a reason to cancel or postpone research 

With so many companies not at full capacity, due to furloughs or challenges of sheltering in place, it can be very challenging to continue to conduct bespoke research. Fortunately, agile research approaches can help you economically continue to listen to your customers and consumers, to keep a pulse on how your category and brand are evolving.

For example, you can use more tech-enabled platforms that use AI to automate not just the research fielding, but also to do some of the heavy liftings for analysis. You could also look for specialized partners, such as incentive management partners, to outsource parts of projects and find cost or time efficiencies.

Keep your finger on the pulse during the COVID-19 crisis

It’s clear from the data that the appetite is still there from consumers for market research to continue, though as we’ve seen some alterations may need to be made to your studies. The important thing to remember is that consumer behaviors are changing at an unprecedented rate in response to the crisis — and for many, these are likely to stay in place long after it’s over — so it’s vital you’re able to understand what’s happening and respond to changes to come out stronger.

Our Research Services team is here to help with any questions or concerns about your research plans. You can also join our upcoming webinar: Making your Research Program Covid-19 Resilient.