Summary
Ipsos' syndicated research project 'CovidWatch' showed innovation from an insight and business perspective. With seven different clients buying into the study, it meant clients were able to find a cost effective way to understand how consumer behaviour was shifting towards the 'new normal'. Through leveraging Ipsos' international network, the project brought a cross-cultural narrative to what was happening during the pandemic.
The same research was used in numerous ways: it allowed McDonald's to stay in touch with customers during the crisis, helping inform them of their reopening strategy; it fed into the cross-category consumer engagement plan at GSK; and...