Acumen are delighted to share the results of our first “Coronavirus Impact Report”. This first piece of research, looking at how public attitudes towards market research are likely to be affected by the ongoing pandemic, is being shared freely with our friends and colleagues within the research industry as we all attempt to adjust to our new normal.
Our flagship study has been conducted with a sample of the British population in an effort to understand what factors they will be considering as the country moves out of lockdown and we look to begin conducting market research again.
Our research took the form of a short online survey sent to a national database of participants who have opted in for market research projects. The survey took approximately 5 minutes to complete and specifically queried attitudes and sentiments around participating in market research once restrictions have been relaxed in the near future.
The purpose of the research was to understand the public perception towards various market research related activities and to see how people felt about them in relation to other everyday activities.
Our first finding will be certain to give some comfort to our colleagues in the research industry as our sample viewed individual face-to-face research as being second only to visiting a supermarket for activities that involve social contact.
Focus groups with 5-8 people were also favoured above visiting the hairdressers to get a haircut – and we’ve all read the reports of how desperate people have been feeling about that.
It isn’t quite as good news for large public events where you might anticipate interacting with large volumes of people in an uncontrolled environment. On this, visiting the zoo, attending music festivals or concerts and going to the gym were the least favoured activities of our sample as they contemplate what they’ll be doing when they’re returning to their day-to-day activities.
When we asked our sample about what measures could be put in place to make them feel safer and more comfortable when attending a face-to-face focus group or interview our sample were very clear in their view that social distancing was certain to put them at ease.
This answer received more than twice the positive response of the next most favoured option – having the ability to drive and park at venues. This may become a key consideration for the wider market research industry as we consider how to move out of current lockdown position and begin to plan future market research projects.
Online research has been the champion methodology for the past few months. Thankfully for researchers it also seems that participants have been able to adapt to this very quickly with high levels of confidence across age groups including those aged over 55 who may have previously avoided studies with this method. When asked to state their levels of confidence we see high levels of agreement amongst all participant groups indicating that this is a change that people have really embraced in this new environment.
If you would like to know more about our research or if you would like to see the full report of our findings then please send an email to enquiries@acumenfieldwork.com and we will be happy to send you our complete results.
The events of the past week can’t be understated. The news of the spread of Coronavirus to the UK and the World Health Organisation recognising it as a global pandemic has forced everyone around the world to reassess almost every aspect of their lives.
At Acumen we’ve had to enact a number of contingency policies to ensure the safety of our staff, clients and all of the supply partners and participants that we rely to conduct our research. We’re grateful that, for now, the impact has been minimal and inconvenient – in comparison to the differing scenarios unfolding globally.
In times like these many of us are reaching out for answers, advice and solutions. As people who work in market research we have a deep understanding of that drive. We also wanted to know, not just about the virus, but the every day impact that an event like this has on us – at a personal level and at a national level.
We decided to distribute a survey via our recruiting partners, Research Opinions, to try and get a better picture of the view from the UK. Here are some of their responses:
Some of the statistics were reflected in the verbatim responses we recorded:
I’m concerned that things are even worse than we are being told. That the government aren’t acting quickly enough and there will be many deaths.
The effect on the vulnerable and those who are self employed. I’m concerned as a health worker in a hospital too. Seeing empty supermarkets is something I never would’ve expected to see in my lifetime.
There were almost equal levels of support and discord with the governments response to the outbreak:
I am less concerned today than I have been over the last 2 weeks. The government has finally taken this pandemic seriously but their measures are too little, too late and do not go far enough.
Mixed information given and different countries adopting different strategies.
The panic is more concerning. The measures being taken are limiting income. I feel there is more scaremongering than actual facts.
Everyone should have access to testing so they can self isolate even if they have no symptoms. At the moment even people with symptoms are not being tested and are just told to stay at home.
I think a lot of this is hysteria but it’s hard not to feel concerned when you hear about it 24/7.
I’m sure if everyone is careful with hygiene and isolating if they are unwell, then the spreading of the virus will be limited. Unfortunately we live in a selfish, greedy world where people have never practiced good hygiene and aren’t going to start now. Or they’re going over the top with panic buying; leaving others in want. The virus itself isn’t the problem.
The outbreak of Coronavirus is a rapidly evolving situation which is presenting challenges for people at all levels of society. At Acumen we’ve been working hard to prepare for these and many other adverse situations that can arise and impact the work we do day to day.
Our first priority is always ensuring the safety of our team, the clients who work with us, our partners in the research supply chain and, of course, the public who participate in our many and varied research projects.
We have been listening to the advice provided by the UK Government, the NHS and the World Health Organisation and have responded with a number of measures to help us as the situation evolves.
In terms of our day to day operation it is still very much business as usual at the moment. We are still operating at normal capacity, quoting on projects, organising research, and delivering our usual high level of service every day. In the event that the spread of Coronavirus would impact our ability to work from our office then we have contingencies in place to allow any of our team to work remotely, ensuring there would be no disruption to our services.
We have also implemented a number of measures to the way we’re working in an effort to mitigate the risk posed by Coronavirus to our participants, clients and research partners.
All screening material now includes questions which encourage participants to self-isolate and contact the relevant health authorities if they have either personally visited or been in contact with someone who has visited any of the most severely affected countries in the last 14 days. This is irrespective of whether they are displaying symptoms or not.
For participants who are due to take part in research we have implemented an SMS system to request that; “Given the evolving COVID-19 situation we request that, prior to attending any research, you follow the public health advice relevant to any recent travel you may have completed or symptoms you are experiencing.”
Additionally, we are providing all participants, interviewers and researchers with information on how they can practise good hand hygiene and advising them on how to minimise contact through social distancing and avoiding physical contact.
We have also been in constant communication with the many venues, interviewers and other suppliers that we work with to deliver our research services to ensure that all our following the latest advice on the ways to mitigate the impact of Coronavirus on our industry. Further information can be found via the MRS website here.
The main focus of our business is to plan for all eventualities but if you have any questions about current or future research projects that you would like assistance with then please do not hesitate to get in touch.
The Acumen team are ready to help.
LAST UPDATED: 11/03/2020 – 16:00
