As a college senior during the COVID-19 lockdown, I have encountered a novel phenomenon: free time. Rather than mourning my graduation festivities, I have been contemplating the impact of this pandemic globally, and how its ripple effects will change consumer behavior as we know it. I therefore invested some of my newly found spare time into researching how companies, brands, and individuals should market themselves in response to this crisis.
The following proposal explains how the pandemic has altered consumer thought and behavior, and it functions as a guide to marketing during and post COVID-19. To develop a comprehensive understanding of and guide to consumer behavior in a world impacted by COVID-19, I utilized primary and secondary data. Mintel and Nielsen, two market research behemoths, have conducted studies on how the pandemic has impacted the economy, consumer trends, human behavior, and marketing practices. After reading secondary reports and analyzing their findings, I crafted and conducted my own survey to distill further insight. I surveyed 100 individuals aged 18 to 65 about their changes in belief, lifestyle, and consumption during the past several months in lockdown.
After compiling all the data, I categorized the information into three distinct fields: differences in thought, modification of shopping habits, and a new definition for entertainment. Based on changes in how people think, shop, and entertain, I developed best practices for marketing in a world forever changed by COVID-19. This guide ultimately proposes data-driven ways in which brands should change their marketing strategies in light of the pandemic.
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