Unpacking Changing Consumer Behavior: Part 1 – Digital Ethnography Webinar & Report

We’ve tackled uncertainty head-on and embarked on an entrepreneurial, multi-method learning journey. Our goal is to keep a real-time pulse on the ever-changing behaviors of consumers during today’s new “shelter at home” reality. 

What’s inside the Digital Ethnography Report and discussed on the Webinar?

Part 1 – Overall Thoughts & Feelings from COVID-19 Impacting Change in Behaviors: Fear of virus contraction is a leading driver in behavior shifts, leading consumers to purchase and consume things out of their “normal” routine.

Part 2 – Behavior Shifts as a Result of COVID-19: Behavior changes as a result of COVID-19 range from expected behaviors like increased disinfecting to more emotional behaviors like being intentional about connections with loved ones. Consumers note that some of these behaviors may have a more long-term impact on their lives. 

Part 3 – Opportunity Areas, Driven by Behavior Changes with Potential for Long-Term Impact: As consumers go back to their “new normal” post pandemic, there are several opportunity areas for innovation, driven by shifting consumer behaviors, that our research suggests have staying power: 

• Expanded approaches to self-care in everyday routine
• Products and services that give “peace of mind”
• Driving an intentional connection with loved ones
• Delivering on what it now means to proactively manage health
• Bringing restaurant-like quality and atmosphere home
• Navigating the tension between germs and sustainability

The next step in our learning journey is to deep-dive into each of the 6 Opportunity Areas to build additional context.