The pandemic is opening a window to a more earnest and insightful approach to marketing research. All we need to do is go beyond the mask.
COVID-19 has advanced our internet-everything culture, along with the role of online research. Daily pandemic-polls, consumer behaviour research, brand perception studies, and COVID-19 data-driven insights fill our feeds.
Qualitative, face-to-face research is taking a hit from the pandemic. There's no room for social distancing in focus groups or one-on-one interviews. The role of a talented moderator in any scenario is their ability to read people. Interpreting body language, facial expressions, and feeling is critical to hearing what people have to say. Add a facemask to the mix, and you eliminate the ability to read the room, probe provocative questions, or get to the heart of the matter. Well-documented research by professor, Albert Mehrabian, suggests that communication is only 7% verbal and 93% non-verbal. Non-verbal language is 55% body language and 38% tone of voice. Therefore, a facemask eliminates nearly 45% of context in conversation.Read more