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Why Market Research Is Important During COVID-19

Why Market Research Is Important During COVID-19

The COVID-19 pandemic has disrupted economies, businesses, governments, and our health. Now more than ever, organizations need to stay close to their customers and adapt to their changing needs. With market research, organizations can adjust to new trends and capitalize on opportunities.

Here are the top reasons why organizations should move forward with market research during COVID-19.

Understanding Customer Behaviour

Things have changed rapidly during COVID-19, and organizations need to be aware of how these changes impacted their target audience. Market research can help organizations understand how the target audience’s behaviour, expectations, needs, and fears have evolved during the pandemic.

Manage Customer Expectations

Market research helps companies understand their customers’ expectations and what is required to manage them. This is critical during COVID-19 because customers are looking towards companies that can understand their changing needs and adapt accordingly.

Right Messaging

During the pandemic, people have consumed more media, and this is an opportunity for companies to put out marketing messages that resonate with their customers. Market research helps companies understand their customers’ behaviour and mood, which helps create messages that appeal to their sentiments.

Finding New Opportunities

Being aware of changes can lead to opportunities. Market research is vital for organizations to understand what new products, services, etc., their target audience requires. With market research, organizations can know how they should position themselves in this atmosphere and capitalize on opportunities.

Research Methods Used During COVID-19

Online Focus Groups: Online focus groups offer an alternative to traditional market research by collecting data from participants in discussions hosted on digital platforms under a moderator’s guidance. Decision Point Research is at the forefront of conducting online focus groups for qualitative and quantitative market research projects. We can moderate online focus groups in several languages, including English, Punjabi, Hindi, Cantonese, Mandarin, Spanish, French, Korean, and Arabic. We run them on our client’s behalf through live or recorded sessions with a moderator, respondents, and observers. Learn about the benefits of online focus groups here.

Case Study: Online Focus Group Discussion with High School Students and Parents

Case Study: Purchase Manager’s Index


Online Consumer Research: Organizations can easily conduct online consumer research to get the insights they are looking for. Decision Point clients have access to our robust general population databases, including a significant multicultural panel and many other difficult-to-reach populations such as business owners, healthcare professionals, and more. All of our web research is administered in a fully mobile-friendly format, resulting in higher completion rates and a more representative sample with the inclusion of coveted 18-34-year-olds.

Case Study: Monthly Online Survey for Canadian HR and Technology Company


CATI: Through Computer-Assisted Telephone Interviewing (CATI) clients can collect detailed and reliable data. Decision Point’s experienced team of interviewers and state-of-the-art technology are ready to take on any CATI research project. We specialize in telephone survey research, currently operating one of the largest telephone research centers in North America.

Case Study: CATI Survey for International Logistics Company

Market research during COVID-19 is essential to understanding the behavior and sentiments of your target audience during the pandemic. Contact us today to learn how we can help with your market research needs.

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