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The Coronavirus And Consumer Sentiment

How People Feel Will Affect Their Next Steps

April 2, 2020


As the coronavirus spreads around the world, so do certain emotional responses that consumers have. At Forrester, we are carefully measuring how people go through various stages of understanding the virus and taking action through our unique multimethod research approach. Forrester's ConsumerVoices qualitative online research community reveals how people across the US feel about the virus itself, the impact on their daily lives, and how they are likely to change their behavior. Forrester's Consumer Energy Index pulse survey tool reveals that general consumer energy has dropped in all four dimensions, leading customers to feel especially disconnected and distrusting.

In this webinar, VP and principal analyst James McQuivey interviews senior analyst Anjali Lai and data analyst Kristopher Arcand to see what their research into consumer energy and consumer sentiment tells us about:

  • How consumers feel today. We share data from our up-to-the-minute surveys as well as qualitative insights from our market research online community. We see where people's concerns lie and how they expect the virus to affect them.
  • What happens when consumer energy dips. Consumer energy is a predictor of how ready consumers are to engage in new behaviors. We discuss how to adjust product experiences and marketing messages in light of this shift.
  • How affiliation will change in this time of crisis and beyond. Consumers need to feel connected via bonds that matter to them. The crisis will affect the bonds they seek today, and how they bond today will shape the bonds they seek tomorrow. We discuss how brands should think about the connections they are building.

Target audience level: all levels

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