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The world’s been turned on its head. The biggest challenge for B2C brands is understanding how to react – a COVID-19 impact study is one way to get direction.
Attest clients have put out a wide variety of coronavirus surveys in the last week, connecting with consumers the world over to find out how they’re feeling, what they’re experiencing and how that translates into changed consumer behaviour.
If you’re thinking about reaching out to your audience but aren’t sure what to ask to get the most actionable data, here are examples of real questions we helped our clients put together for a diverse range of coronavirus surveys. These included surveys for supermarkets, holiday brands, alcoholic drinks manufacturers and financial services providers.
Select the survey questions that are most relevant to your business and add in other, more specific questions to create your own bespoke COVID-19 impact survey. For further guidance, our experts from the Attest Customer Research Team are on hand to help you out.
Recommended question type: multiple choice
Recommended question type: single choice and a Likert scale for frequency
Recommended question type: single choice and a Likert scale (i.e. increase/decrease)
Recommended question type: ranked
Recommended question type: open text or multiple choice with ‘other’ enabled as an option
Learn how to write a bias-free survey and get actionable consumer insights you can rely on.
Recommended question type: open text with two answer fields (one for the brand’s name, the other for the reason why)
Recommended question type: Net Promoter Score
Recommended question type: grid listing different media types and a Likert scale for change in consumption (i.e. increased/decreased)
Recommended question type: grid listing different social media platforms and a Likert scale for change in use (i.e. increased/decreased)
Recommended question type: multiple choice (including an option for your product/service/sector)
Recommended question type: multiple choice (including activities that relate to your product or service)
Recommended question type: open text or multiple choice (including an option that relates to your product or service)
Through asking consumers these questions – or questions like these – you can anticipate how your sales are likely to change in coming weeks. You can also work out the best distribution channels to reach your customers – maybe it’s time to ramp up D2C?
Beyond sales forecasting, a COVID-19 impact survey can help you understand how to position your brand in the current climate and what sort of brand messages people want to hear (as well as the best ways to reach audiences). Protecting your brand image is important – your actions now could have a long-lasting impact, whether that’s good or bad.
These questions also give you a chance to uncover new opportunities; you can discover how people are spending their time, what they’re interested in right now and how your brand can help them make the best of a difficult situation.
While no brand wants to be seen to be capitalising on a crisis, there will come a time (hopefully in the near future) when life returns to normal – and brands should be ready to join in with the celebrations when it does.
As marketing agency, BBH says: “Post-COVID-19, there will be lots of small moments that gain new emotional resonance; the first pint back at the pub, the first cup of tea with your gran or getting back to your 5-aside league. Brands can make these moments feel even more special.”
Senior Content Writer
Bel has a background in newspaper and magazine journalism but loves to geek-out with Attest consumer data to write in-depth reports. Inherently nosy, she's endlessly excited to pose questions to Attest's audience of 125 million global consumers. She also likes cake.
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