Measuring the Coronavirus consumer impact
The MRI-Simmons COVID-19 Study explores attitudes and behaviors related to the pandemic, revealing new attitudinal (Nervous/Accepting) and behavioral (Bounce-Back/Live and Learn) consumer segments that emerged as a result of the crisis. The study delves into the impact COVID-19 has had on product purchases and intent, delayed, postponed and cancelled activities, media usage and preferences by category and platform, and much more.
Measurements include:
- Virtual events: holiday celebration, religious gathering, school function *NEW*
- General behavior changes: adopt a pet, items buying more/less, activities to lift the spirit *NEW*
- Current event psychographics: environmental awareness during pandemic, racial issues in US *NEW*
- Vaccines – both flu and COVID – plans and attitudes
- Time spent with media (less/same/more than before pandemic)
- Changes in behavior, including financial behavior, shopping/purchasing behaviors, dining behaviors, and working from home
- Delay/postponement/cancellation of events and purchases
- Changes in future behavior because of the pandemic
- Long-term impact on shopping behaviors
- Defining behaviors for the “new normal”
- Opinions on reopening and back to school scenarios and associated safety protocols
- Psychographics about current events, face masks, vaccines, and COVID-19 on social media
- Post-pandemic expectations and plans
- Attitudes about COVID-19, quarantine, media, the administration, and more
- Consumer confidence: past, present, and future
