FocusVision COVID-19 Resources
We are in unchartered waters as the COVID-19 global pandemic rapidly changes every aspect of our society. Many of you have reached out with questions, such as how to conduct research at this time, whether even conducting research is a good idea, whether any changes are being seen in willingness to participate in research, sample mix, and data quality.
We’ve compiled the following resources to answer these questions as best as we can with the known information.
Things could – and likely will – change, but for now, here’s what we know. As we learn more, we’ll provide updated information and materials.
Frequently Asked Questions
Things to Do
Be Creative with your Research Approach
As with any research study, the approach that you use will depend on your objectives and what you need to get from data. But it is a good time to be creative on how you get the insights you need.
Online focus groups and interviews
While face-to-face isn’t an option, it is still possible to have meaningful conversations with your customers through online focus groups or interviews. With these, you can get at top of mind sentiment or sense check an idea while seeing people’s expressions and body language to gauge their non-verbal reactions as well as their verbal responses.
Protect your participants and your company from data vulnerability found in open video platforms by using a dedicated research platform
With changes to every aspect of people’s lives – from working at home and home schooling to changing eating and viewing habits – mobile ethnography is a powerful way to explore how your customers are thinking, feeling, and acting.
Depending on what’s relevant to your brand and industry, you may look to understand how people are adapting to life at home, explore changes in mealtime patterns, how life may look different in the future, what they think they’ll take away from this world event.
To provide ideas on how to frame this type of questioning, we’ve created some examples within the FocusVision Revelation Activity Library.
Here are some approaches to consider
Pulse surveys are short check-ins on a topic. They can be quickly re-run at set intervals to monitor whether things are changing or whether it is status quo.
They are generally 4-8 questions, and while at first you may wonder what you can gain from such a brief survey, there are countless possibilities.
We’ve created a few to provide thought-starters on the types of insight you can capture through these short pulses.
- COVID-19 Response: monitor a company’s or industry’s response to COVID-19.
- Information Requirements: determine what content is most useful for your customers and see how that changes over time
- Organizational Priorities: understand and monitor how things are shifting within businesses
- Employee Pulse: check-in with your employees to see how they are feeling and what they need
Note these are example surveys intended to be customized based on your industry, your specific objectives, and how the data will be used.
Best Practice is Critical
Best practices need to be top of mind when creating new studies, for example:
- Be crystal clear on the research objectives and how the data will be used.
- Avoid long, in-depth surveys. At the best of times, we recommend questionnaires are 15 minutes or less. People may be more open to taking surveys at this time, but their patience may also be in shorter supply.
- Similarly, don’t overburden customers with research requests.