CovidWatch – An international social commentary on what unites and divides us during the pandemic

IPSOS, a market research company, provided clients with a cost-effective way of understanding shifts in consumer behaviour with its project CovidWatch.

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...

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