Research

Updates and news on the coronavirus, or COVID-19, are changing rapidly. Companies and brands are communicating with consumers about how business is being impacted, how it affects consumers, and what they’re doing to keep everyone healthy. Using Suzy, a real-time market research platform, 4A’s Research surveyed 1000 consumers on March 18, 2020 to understand how consumers feel about brand communication during the pandemic and learn how COVID-19 is changing people’s daily routines.

Hispanics are more concerned than Americans overall about the threat the COVID-19 outbreak poses to the health of the U.S. population, their own financial situation and the day-to-day life of their local community, according to a new survey fielded as part of Pew Research Center’s Election News Pathways project.

The decades long tracker we’ve been running? Weakened. Longitudinal data relies on consistency, the assumption that external factors change only slight over time. COVID-19 has proven to be a global catastrophe, changing our daily lives in ways we could have never anticipated from the decimation of global supply chains to the way we interact with each other on a daily basis. Trackers prior to the COVID-19 outbreak will serve as reminders of how life was prior, but new data will be needed to anticipate how consumer purchase behaviors have changed in light of the pandemic.  By Mario Xavier Carrasco - Co-Founder & Principal at ThinkNow

Regardless of whether you call it social distancing, quarantining or retreating to a safe place, heading home amid concerns about the novel coronavirus (COVID-19) is bound to affect media consumption habits. In fact, staying put in our homes can lead to almost a 60% increase in the amount of content we watch in some cases and potentially more depending on the reasons. Considering that consumers around the globe are already leaning into the growing array of content options and channels, a 60% increase is significant.

Our updated report discusses new findings to provide companies, brands, and politicians deeper insight into how U.S. Latinos prefer to describe their ethnicity.

As marketing becomes increasingly fragmented and complex, and as consumer demands and regulation around data privacy change, it's becoming clear that measurement needs to change as well.