Changing touchpoint influence and relevance as a result of the pandemic

This research looks at 36 touchpoints for 18 non-alcoholic drinks brands through a methodology that evaluates the relative influence of each touchpoint.

From a consumer perspective, while the COVID-19 pandemic is transforming the pattern of people’s day-to-day lives, its most profound medium- to long-term impact will be to accelerate key trends that are not new. This will include evolving consumer pr

The uncertainties caused by the pandemic underline the necessity to measure holistically and regularly. Holistically so that we can: • unveil opportunities in the category and benchmark with the competition in market;• diagnose our strengths and better plan our next marketing move; and• optimise resources.

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