NEWS & PERSPECTIVE

Let us start by saying, we didn’t believe in online focus groups. So far in our careers, we’d really only had experience with in-person groups, where you can more easily read body chemistry, tone, and energy when you’re sitting right across from someone. It’s easier to spark rapid fire conversation and build on exciting ideas through the in-person energy of others. But, we’re “yes and” kind of people. So when COVID-19 started, we said, yes! We can do it online, no matter how complicated.

The COVID-19 pandemic situation is creating perhaps the most significant shared experience the world has ever witnessed. During this uncertain time, a common question is, “how are you adapting to the new normal?” Well, this isn’t the new normal—yet. The stay-at-home orders will end, the economy will start-up again. What follows will be the “new normal.”

There is already no question that the growing global pandemic and mitigation efforts are going to affect human attitudes and behaviors deeply. For you, as Founder/Owner/Executive/Marketer/Product Manager/Champion of your brand, your company will, of course, need a new strategy. However, to grow in the inevitable era of “the new normal,” you will need both a proactive strategy to step into the new future and a reactive growth strategy to save the present.

COVID-19 is impacting the way we all do business, especially for in-person market research. Delaying (or canceling) projects isn’t an option, as urgent business questions remain. Hypothesis has been supporting clients around the world to quickly adapt their research plans in the wake of the situation. It’s time to get creative.

Presidential general elections in the last century were often focused on making a case to swing voters. After primaries ended, both Democrats and Republicans ran to the political middle in order to convince people to choose their side. But that all changed in the new millennium.