Event: Adapting in a crisis – how brands and businesses responded to COVID

Three papers, curated with the AQR, demonstrating how traditional qualitative research pivoted to adapt to the challenge of COVID

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0935 FireFish and ASDA Embracing Adaptability in a Frontline Industry

How can an industry which resembles national infastructure respond quickly, compassionately and practically to a pandemic?  The enormous behavioural and economic impact of COVOD-19 put the mechanics of supermarkets under the microscope, with scrutiny on supply chain and employment practices.  Learn what ASDA and Firefish successfully developed to steer a course through the course of the lockdown.

0955 PWC Research and the BBC Radio and Music Team Audience Needs During the Covid-19 Crisis

PwC Research conducted qualitative research with the BBC’s Radio and Music team throughout April - i.e. during full lockdown, with the virus outbreak at its peak - with the aim being to explore the impact of Covid–19 on people’s audio consumption.  The objective: to explore changes in radio consumption and identify the key needs that listeners wanted to be met the the BBC radio network during lockdown.  

1015 Jigsaw  Brands In the Time of Coronavirus

What Moral Foundations Theory can teach us about the way brands are being assessed in today’s climate of heightened moral judgement.  Julie Knox will describe how the duality of ‘danger’ and ‘opportunity’ play out in the way that brands are being judged – and their reputations and images changed – by how they have been reacting, behaving and communicating during the pandemic. The purpose of this presentation is to share what has been learned and to contribute to the body of knowledge in this area.