News from MOVE Research
May 2020: Qualitative Research and the “New Normal”
The strict lockdown has been lifted, F2F research is possible again, the studios open with a hygiene plan, respondents want to participate in interviews and group discussions again. As qualitative market researchers, this makes us very happy! For if you wish to dig deep, seeing the respondent and exploring topics face to face is simply irreplaceable!
But not everything is as before: Olaf Scholz’s often quoted "new normality" means for research in the studios: Only small groups are possible to limit the number of people in a room. At the same time, the number of customers behind the mirror must also be restricted.
We are curious to see how the new normal (which not only means keeping a distance, wearing a mask or using regular disinfection, but also includes worries and fears of infection, unemployment ...) will affect people's consumption behavior in the medium and long run.
The lockdown forced us to radically change our habits overnight. We will see whether and how sustainably lifestyles will change under the new conditions.
Commuters who used to travel by public transport, still avoids it, even though public transport runs reliably. Commuters who e.g. commute from the outskirts into Munich, have switched back to the car. Munich residents ride the bike (even) more.
Shopping has not been possible for many weeks. Much had to be ordered online. Now that the shops have reopened, you have to line up in front of the store as the number of people are restricted. And inside, the staff is waiting with masks and disinfection. How much fun is shopping in Corona times? What will shift permanently to online shopping channels?
For us as a market research institute, the "new normality" does not only raise many new research questions. At the same time, we asked ourselves which online methods from our past experience have proven themselves fit for the future and thus should be realized more often. Here comes a brief overview:
April 2020: MOVE Research turns one! We keep moving despite staying at home.
In the middle of the lockdown, we celebrate our company's one-year anniversary - therefore without any loud music and confetti. The F2F data collection has just stopped, we are staying at home. Enough time to sum up what we have achieved in the year of foundation and to dare an outlook to the year to come:
MOVE Research can look back on a first year full of interesting research questions and several multi-country studies! A big thank you to our customers for their trust in our methodological advice and smooth project handling. Many thanks also to our fieldwork partners, with whose support we were able to carry out large international studies.
As for most people and companies, the current lockdown also means for us: We stay at home. But we as MOVE would not live up to our name if we froze in a standstill. We have converted planned F2F interviews into video calls. And we rearranged the ethnographic in-home visits: First, the respondents sent us their home tour videos, which they recorded with their mobile phones; and then we finished the interview by doing video calls.
In Corona times, digitalization in market research is more than a buzzword. In addition to our data collection, which had to be carried out online for lockdown reasons, we are now systematically looking into the online methods we carried out in the past. Some will continue to be an integral part of our qualitative method portfolio, regardless of Corona. Because they can offer decisive advantages – as we will report soon...