Innovating in challenging times: Research during COVID-19

Provides advice for marketers about if they should start, stop or continue their research programs during the COVID-19 pandemic.
  • If you intend to launch a product or service in the next 12-24 months, you need to be sure that you are considering the context your new or existing product will be launched/relaunched in.
  • If you have tested a high priority initiative before the crisis, you may want to consider updating the research in the current context.
  • As consumers are shopping online more, exposure to existing and new products are more likely to happen online.
  • Some of the changes in attitudes and behaviors triggered by this crisis will become permanent, so doing research during this period can help with planning...

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