Research You Can Do During The Covid-19 Crisis

Published 25 Mar 2020 3 minute read

Online qual
Online qual

To support consumer insight teams and the research community during this period of uncertainty, we've reached out to our global recruitment partners to get regular updates on the potential to continue to recruit for, and conduct, online qualitative research - mobile, communities, OLFGs etc -  in their territory.

We want to help you continue to plan for research now and in the coming months, and ease concerns around the disruption that might be caused by COVID-19. Research results that Further's research team are seeing remain in line with what we saw pre-crisis, and we are continuing to get great insight at the time of writing, as testified to by feedback we received from our client at Colgate Palmolive.

The engagement with the community has been phenomenal. Even during the tough Coronavirus period, our online activities and a product trial have been executed flawlessly

We are going to make every effort to update the table below regularly, so please bookmark this page and revisit it when you need to reach a decision on whether to press ahead with your research, or not.

If you are a recruiter or fieldwork company and have updates you want to share with the community via this post, then please send them over using the link below and we will include them in our updates. 

Send us your update now

We are also offered advice towards the end of this article, on the types of research that we believe should (and shouldn't) be conducted during these times of crisis.

COUNTRY STATUS CAPACITY
UK
  • Recruitment currently unaffected. 
  • All recruitment will be conducted via email, phone and video. 
  • Amendments to screeners with  Covid-19 related questions in place. 
  • Extra reminders sent to participants.
  • Capacity for all recruitment methods including traditional, behavioural (although likely to be affected moving forwards) and panel.
US
  • Recruitment currently unaffected. 
  • All recruitment will be conducted via email, phone and video.
  • Capacity for all recruitment methods including traditional, behavioural (although likely to be affected moving forwards) and panel. 
  • We partner with platform-agnostic recruiters that predominantly operate in the qualitative space
Canada
  • Recruitment currently unaffected. 
  • All recruitment will be conducted via email, phone and video.
  • Capacity for all recruitment methods including traditional, behavioural (although likely to be affected moving forwards) and panel.
Italy
  • Recruitment timings to be extended by +1 week. However recruitment and digital qual research methodologies are still very much achievable. 
  • Country currently on lockdown, but recruiters do have capacity to recruit and support online qual research methods. 
  • Behaviours likely to be affected.
France
  • Recruitment currently unaffected. 
  • All recruitment will be conducted via email, phone and video.
  • Capacity for traditional recruitment methods conducted virtually.
Germany
  • Recruitment currently unaffected. 
  • All recruitment will be conducted via email, phone and video.
  • Capacity for traditional recruitment methods conducted virtually. 
Spain
  • Recruitment timings to be extended by +1 week. However recruitment and digital qual research methodologies are still very much achievable.
  • Country currently on lockdown but our partners do have capacity to recruit and conduct digital qual research. 
  • Behaviours likely to be affected.
Netherlands
  • Recruitment currently unaffected. 
  • All recruitment will be conducted via email, phone and video.
  • Capacity for traditional recruitment methods conducted virtually.
Japan
  • Recruitment currently unaffected.
  • Stringent policies have been put into effect, including: exclusion of the older generation from research, letting respondents know what tasks are expected of them at recruitment stage and switching all projects to online, etc.  
  • Have seen no change in participation rates.
  • Capacity for traditional recruitment methods conducted virtually.
China
  • Recruitment currently unaffected.
  • Stringent policies have been put into effect, including: regular contact with remote team members and partners, ensuring all projects have a contingency plan to mitigate disruption and risk, continuous updates to clients and higher over-recruitment than normal. 
  • Have seen no change in participation rates.
  • Capacity for traditional recruitment methods conducted virtually.

Research feasibility:

The list below sets out the research objectives that we believe you can still effectively be answered using online methods during this time of crisis:

  • Diary studies
  • Mobile ethnography
  • In-home Product Testing 
  • Innovation / NPD
  • Concept Evaluation
  • Brand Perceptions
  • Communications Testing
  • User Experience
  • Category Insights
  • Online Shopper Journeys 
  • Consumer Co-creation

We would strongly advise that the following types of research SHOULD NOT be considered due to the fact that the behaviours you witness may not be truly representative of the 'old normal' or the 'new normal, or because they typically require participants to leave their homes.

  • Shopalongs
  • End-to-end customer journey mapping
  • Path-to-purchase
  • Physical ethnography
  • Focus Groups

If you'd like to get advice on what research is and isn't feasible right now then we are here to help.

For more information and advice at this time then here's our thoughts on concept testing during the crisis, and the leading ways to use online qual for insight.

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