facts & feelings covid-19 · 2020. 4. 8. · everyday routines are dissolved! everyday grocery...
TRANSCRIPT
Düsseldorf | April 2020
Facts & Feelings COVID-19A [m]SCIENCE study how consumers deal with the
Corona Virus
What did
[m]SCIENCE
examine?
We want to understand how consumers deal with the Corona
crisis and what effects it actually has on everyday life. At the
same time we want to find out what opportunities brands and
companies have in this crisis.
We have carried out the following studies for this:
1_
Deep psychological interviews (n=24) with consumers (mixed
age, job und income ratios, some in quarantine some not) on
webcam.
2_
A representative survey across Germany with adults from 18
years. Sample: n=1.490, representive for the german population
according to age, gender, religion and net houshold income
quoted.
1_THE STATE OF RESTLESSNESS OF CONSUMERS
REALITY OF CONSUMERS IS RATHER „MIXED“!
1/3 work in homeoffice, but many are at home much more often. Also mobility of consumers changes.
4
34%
of consumers say that
they work from home.
74%
of consumers state that they leave the
house / apartment less frequently.
9%
11%
11%
12%
12%
14%
19%
21%
23%
30%
5%
6%
35%
51%
6%
5%
9%
9%
49%
16%
12%
32%
15%
2%
84%
82%
42%
4%
80%
80%
71%
69%
13%
52%
E-Scooter
Rental car
Bicycle
Walk
Car ride
Coaches
Train
Airplane
Car
Public transport
Use less Unchanged Use more Do not use
Source: [m]SCIENCE, Quantitative survey (n=1.490) and qualitative explorations (n=24)
EVERYDAY ROUTINES ARE DISSOLVED!
Everyday grocery shopping has new rules. The beloved annual vacation is in "danger".
5
76%
61%
55%
29%
0% 50% 100%
I do buy my preferred brands if they are in
stock.
I pay more attention to hygienic standards
in the supermarket.
I try to avoid periods when everyone is
shopping.
I choose less frequented supermarkets.
1%
4%
11%
24%
25%
35%
Yes, I plan to book in about 4 weeks.
Yes, I plan to book in about 2-3months.
Yes, I plan to book in the second halfof 2020
No, I do not plan to book travels.
No, due to the corona crisis, I will notbook any travels this year
I'll decide on that, later.
Source: [m]SCIENCE, Quantitative survey (n=1.490) and qualitative explorations (n=24)
Do you plan to booka a holiday at the moment?
6
KONSUMENTEN GERATEN IN EINEN UNRUHEZUSTAND.
AT THE MOMENT, CONSUMERS ARE EMOTIONALLY IN A STATE OF EMERGENCY.
• FAMILIAR STRUCTURES DISSOLVE (E.G. DAILY ROUTINES)
• LEARNED VALUES ARE INVALID
• THE OBVIOUS IS NO LONGER VALID
Source: [m]SCIENCE, Quantitative survey (n=1.490) and qualitative explorations (n=24)
ON ONE SIDE YOU ARE "SHUT DOWN", ON THE OTHER SIDE IN A “TURMOIL"
Less social contact and dissolving of everyday structure! But consumer also have sorrows and fears.
7
83%
State that they "avoid personal social
contacts"
„This shut down forces me to think
about myself.“ (Yaclyn, 33 Jahre)
„Deadlines which are important to
you just dissolve – my motivation is
somewhat gone.“ (Melanie, 29
years)11%
8%
18%
19%
29%
33%
36%
36%
36%
40%
44%
50%
63%
Other
Happiness
Confusion
Despair
Serenity
Irritation
Rest
Fear
Frustration
Sadness
Confidence
Hope
Sorrow
Source: [m]SCIENCE, Quantitative survey (n=1.490) and qualitative explorations (n=24)
What do you feel, when thinking
about the corona virus?
EMOTIONAL RESTLESSNESS COMES FROM BEING CONSTANTLY “TORN APART”. THAT
IS DIFFICULT TO ENDURE.
8
You constantly
fluctuate between:
FAINT
"Feeling of being at the mercy"
PERMANENT DOING
"Feeling like I have to do
something all the time"
And at the same time
between:
EGOISM
"Feeling that you have to focus on
yourself"
NEW SOLIDARITY
"A feeling of community that can
create strength and new meaning"
Source: [m]SCIENCE, Quantitative survey (n=1.490) and qualitative explorations (n=24)
2_ EMOTIONAL WAYS OF DEALING WITH THIS STATE
OF RESTLESSNESS
Emotional manners are not absolutely stable in their respective forms. Rather, people move between the different manners. Some manners
are more strongly expressed, others less strongly.
10
CONSUMERS' MENTAL WAYS OF DEALING WITH THE CORONA CRISIS: THE MANNERS
BECOME MORE OR LESS EFFECTIVE.
ON THE ONE HAND, YOU JUST STICK TO
EVERYTHING THAT PROMISES
“NORMALITY” SO THAT YOU DON'T FEEL
FAINT.
ON THE OTHER HAND, YOU
UNDERSTAND "FATE AS AN
OPPORTUNITY".
YOU WANT TO FEEL PRODUCTIVE AND
FIGHT FAINTING!
AT THE SAME TIME YOU SUBORDINATE
TO THE MORALITY OF THE COMMUNITY
AND FIND NEW “SENSE” AND
ORIENTATION.
REFLECTING ON “TRADITIONS” EQUIPS
FOR THE CRISIS
PARADOXICALLY, THERE IS ALSO A
SECRET PLEASURE FOR THE CRISIS -
DISTANCING MAKES YOU FEEL LESS
FAINT.
Source: [m]SCIENCE, Quantitative survey (n=1.490) and qualitative explorations (n=24)
3_ WHAT DOES THAT MEAN FOR BRANDS?
CONSUMERS ARE LOOKING FOR MENTAL BALANCE! BRANDS CAN OFFER
STABILITY AND GUIDANCE!
DEALING WITH THE CRISIS, MEDIA AND MESSAGES OF ALL KINDS ALSO PLAY
AN IMPORTANT ROLE.
IN THE CURRENT SITUATION, THE DIFFERENT MANNERS OF CONSUMERS
OFFER DIVERSE “ANCHOR POINTS” FOR BRANDS.
12
1
2
3
RECOMMENDATIONS FOR BRANDS CAN
BE DEDUCED!
13
TONALITY OF MESSAGES TO
CONSUMERS:
Stabilization, moving on, securing, showing
ties, ensuring security, "rock solid"; But also:
offering islands to escape, time-outs from
reality (measured)
BUT ALSO RELEVANT CHANNELS:
Classic TV, but also streaming provider, daily
newspaper / newspaper
EXAMPLE:
CONSUMER HOLD ON TO NORMALITY TO
FEEL SECURITY
4_ A LOOK INTO THE FUTURE: HOW TO CONTINUE?
OPTIONAL
STARTING POINT:
THE STUDIES FROM [M]SCIENCE WERE CARRIED OUT FROM 20.03.2020 TO
24.03.2020. MANY CONSUMERS HAVE NOT BEEN IN THE „STATE OF
RESTLESSNESS“ FOR LONG. THEREFORE (VISIBLE) CHANGES CAN STILL
SHOW THEMSELVES.
HYPOTHESIS:
IN THE NEAR FUTURE, “THE STATE OF RESTLESSNESS” AMONG CONSUMERS
WILL CONTINUE. EMOTIONAL MANNERS WILL PERSIST.
BUT:
FIGHTING THE FAINT IS BECOMING INCREASINGLY URGENT (YOU ARE LONGER
AT HOME AND NEED WAYS TO NOT „STAND STILL“). ACCORDINGLY,
CONSUMERS WILL TAKE CARE OF THEMSELVES MORE ON THE ONE HAND
(BEAUTY, CLOTHING, ETC.), BUT WILL ALSO LOOK FOR COMPLETELY NEW
WAYS OF EMPLOYMENT (E.G. VOLUNTEERING).
15
1
2
3
CONCLUSION:
CONSUMERS WANT STABILITY AND NORMALITY RIGHT NOW. BRANDS AND
COMPANIES NOW AND IN THE FUTURE HAVE THE OPPORTUNITY TO DO JUST THAT
FOR THEIR CUSTOMERS THROUGH TARGETED COMMUNICATION.
STEFANIE NICKEL
ANNE HARTMANN
SARAH BURCHERT
JULIA ENGELHARDT
[M]SCIENCE - CONTACTS
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Group Head Consumer Insights
Derendorfer Allee 4
D-40476 Düsseldorf
+49 211 171623534
Analyst Consumer Analytics
Derendorfer Allee 4
D-40476 Düsseldorf
+49 211 171623414
Group Head Consumer Analytics
Derendorfer Allee 4
D-40476 Düsseldorf
+49 211 55888084
Unit Director Consumer Insights
Derendorfer Allee 4
D-40476 Düsseldorf
+49 211 171623135
TATJANA DAMGAARDManaging Director
Derendorfer Allee 4
D-40476 Düsseldorf
+49 211 171623417