Many companies are conducting research, asking their customers how they intend to behave and what they want as we move toward emerging from lockdown.  What they’re finding is that people just don’t know.  This is such a strange and unprecedented time that people aren’t sure how they feel or what they want. 

Anecdotal evidence says that people are not necessarily returning to their previous behaviors as soon as their local government eases restrictions.  But they don’t seem to know how they will actually behave until the easing happens.  One thing is clear: most are worried about staying safe.

Companies are looking for creative ways to allay customers’ fears.  A restaurant in Amsterdam has introduced “quarantine greenhouses” where a glass structure encloses tables of up to four diners, enabling them to maintain social distance from others.  Servers wear face shields and use long boards to serve dishes to diners.  The restaurant is booked solid until the end of June.

But… if people don’t know what they want, how can market research help?  Several ways:

• Conduct research about actual behavior.  While people are having trouble getting their heads around the current situation and may not always be able to explain their own behavior, we can uncover patterns in their actual behavior.  This is a time to consider using apps and other research methods that track behavior as it happens.

• Get their reactions to new ideas and concepts.  Customers didn’t know they wanted to dine in personal greenhouses until the idea was presented to them.  We didn’t realize we wanted face masks with cool designs until we started seeing Facebook ads.  People have time to participate in market research right now and are happy to react to ideas we present to them.

• Consider co-creation.  While it’s difficult for people to predict how they’ll behave tomorrow, they are willing to participate in co-creation and do in-depth work on your product or service.  In fact, for many it’s a welcome distraction from the concerns of this pandemic.

Let’s talk about the best ways to learn from your customers. Call me at 760-469-9266 or email info at bureauwest.com .

Sources: Bureau West research; “This restaurant in Amsterdam introduced ‘quarantine greenhouses’ so diners can eat while social distancing,”CNN.com, 5/7/20; “I’d Gladly Eat At This Restaurant During The Global Pandemic,” View from the Wing, 5/10/20