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Impact of COVID-19 on consumer behavior and emotions: New white paper

MEDIA RELEASE: 3 December 2020: InsightsNow, a behavioral research firm, has released a new white paper, “What Has COVID-19 Taught Us About Consumer Behavior?”.

The paper explores learnings about consumer behavior during COVID-19 in 2020 and predicts potential behaviors in 2021. The examination of purchasing patterns, emotional responses, and behavioral motivations is geared toward helping product developers and marketing teams understand the impact of the pandemic on the consumer environment. The paper also covers the company’s proprietary InsightsNow Emotions Insight Wheel™, a methodology that divides behavioral motivators into four categories to help understand the behaviors of study participants—and predict the changes that are still to come in response to COVID-19 and future societal disruptions.

“Our research has taught us a lot about how people deal with a disruption,” says Dave Lundahl, CEO and Founder at InsightsNow. “We are happy to provide this white paper summarizing our learnings such that marketers, innovators and product developers can bring to market new products of greatest value during this time of disruption.”

The paper covers:

  • The Emotions Insight Wheel™ behavioral framework on how to examine Functional, Social, Sensory and Psychological motivators for consumer behavior.
  • A macro view of the initial pandemic outbreak and response, and how the early consumer response of fear impacted shopping behaviors.
  • Emotional responses to COVID-19 and how various emotions affected purchasing, and how product developers and innovators can act on consumer emotions for marketplace success during disruption.
  • How to leverage consumer motivators to highlight what consumers are looking for right now, how to prepare product-line extensions, and ideas for innovating in the current environment.

The new white paper is based on a long-term study of InsightsNow’s community of trend-setting Clean Label Enthusiasts™ (CLE). CLE represent a segment of one in three primary shoppers in the United States—and as much as half of primary shoppers in other parts of the world. The research studies how this group reacted to the disruption of COVID-19.

You can access the paper “What Has COVID-19 Taught Us About Consumer Behavior?” by InsightsNow’s Dave Lundahl and Greg Stucky here.

Website: InsightsNow

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