Online Marketing Research During Coronavirus

Goals

To understand opinions on conducting market research online during COVID outbreak by answering the following key questions: 1. Is it appropriate to do studies now? 2.How reliable are studies now vs. pre-covid?
and 3. Are people completing surveys now? in order to inform clients and colleagues.

Early Findings

Our initial research on conducting online marketing research during coronavirus revealed insights. Here are the key pieces of information we found:

Online Marketing Research During Coronavirus

  • There are online marketing research companies who believe that it is appropriate and are conducting studies during coronavirus. Some online marketing research companies that are currently completing research studies are: Iposos, Engagious, SurveyMonkey, and Statista.
  • 95% of respondents from a SurveyMonkey survey also believed that it was appropriate for companies they work with (as a customer) to be sending surveys in the current environment during coronavirus.
  • Other industry experts agree that it is appropriate to continue to conduct market research studies online during coronavirus, with the results also still as reliable and valid or even more reliable and valid than they were prior to coronavirus, because response rates have increased and the non-response bias has decreased, potentially making the data more representative of the population being studied.
  • However, industry experts also caution that care will need to be given when analyzing data from both longitudinal tracking studies and ad hocs fielded before, during, and after coronavirus disruptions to understand the true causes for any shifts or changes in trends during this time to ensure the quality of the data.
  • There are people who are completing surveys during coronavirus. According to a SurveyMonkey survey, 95% of respondents indicated that they are the same or more likely to take surveys now than they were prior to coronavirus.

Proposed next steps:

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