The new challenges for quantitative research in the face of the COVID-19 pandemic

By: Salvador Sarabia Rodal

ACSI Research Senior Researcher

Today, the pandemic caused by the COVID-19 virus has generated a worldwide imbalance in all productive sectors of the country, causing an unprecedented human and health crisis.

As a result, uncertainty has been unleashed worldwide, preventing companies from returning to normality, therefore, all sectors are in search of a new daily life or as many call it “the new normal.” The market research sector has not been an exception and, in order to survive new trends, it has had to reinvent and adjust to the change that COVID-19 has imposed on all economic sectors.

The way of working and the different methods for collecting information have had to be modified in recent months, leading to remote data collection activities. These new actions taken by the sector have led us to consider the idea that, if they are really as effective as the face-to-face ones, or if we are facing a momentary trend due to the situation that exists or, if it is something permanent that has come to stay; But, the first thing that we have had to attend to and understand are the problems that consumers currently have, as well as the new trends that we must face after the crisis.

Market research has had to adapt quickly and without any preparation to the use of online tools, especially with regard to qualitative and quantitative methodologies, methodologies in which there was a closer contact between interviewer and respondent, which until a few years ago For months the companies generated a certain distrust of gathering information by this method, since in person it is believed that more data can be collected, it should also be taken into account that if it did not happen at this time, sooner or later this new means of collection data was the future of market studies, the only thing that has happened is an acceleration in the use of this procedure, due to the current pandemic.

Challenges and advantages of new practices in the new normal.

At ACSI Research, change has been adopted with full confidence and innovation in new methods for collecting information, conducting both qualitative and quantitative studies virtually, allowing us to obtain more data, so that our clients can make the best decisions and turn them into strategies to help them stay in the market.

Even when lack of refinement is taking place, holding individual or group meetings in person are seen as a risk, due to the fear of possible contagion from those involved, who, despite complying with the relevant protocols , avoid the invitation to participate in the research, this could be said to be the most difficult challenge to overcome.

Similarly, in ACSI Research, the solution that has been sought in order to carry out the activities is the implementation of greater security, from the application of the social distancing rules to the sanitation protocols. The researchers are responsible for being in greater contact with the subjects of the sample, so, when it is necessary to have a relationship with them, the use of face masks, antibacterial gel and all the measures that help to prevent contagion have been provided. both for him and for the people interviewed.

On the other hand, the adaptation to carry out these practices in a virtual way, has generated certain favorable points in obtaining data and has not caused problems so far as expected. The people interviewed are generally in a place they know, which causes greater comfort and relaxation in them, causing the answers to be even more sincere.

Now, if data collection must be carried out in person, it must be fought with various challenges or difficulties that impact the activity of researchers. At ACSI Research, it has had to face the following challenges: firstly, in face-to-face practices, it has to work with adaptation to the new safety standards and health protocols, from the use of mouth covers to the practice of healthy distance. These aspects make data collection difficult, either because they prevent a conversation with the respondent or the respondent may perceive a greater risk of contagion when being with a person who carries so many security measures.

A second point to consider and that represents a challenge is knowing how to empathize with the respondent, this refers to understanding their position and the openness to carry out the survey, understanding that due to the times we are living, the respondents are at the same time. defensive, showing a cautious attitude to personal approach and interaction. Finally, a new challenge that has been witnessed in the new survey methods, either by telephone interview or online survey.

It is the power to find the respondents available through these means, since many of these people when contacted mention that they are busy or do not easily answer numbers that they do not have registered in their agenda.

These three aforementioned positions are the main challenges that have arisen at the time of lifting, to which we have had to adapt and above all understand the position of the respondents to this new normal.

A paradigm shift?

The health crisis has shown us a different path that has led us to a forced renewal, since there were companies whose transition to the digital age was little by little or in the long term, on the other hand, as a result of the pandemic there has been that quickly and completely modify the way of working and understand consumer behavior.

While the process of deconfinement and adaptation to the new normal begins, we have learned to work through online surveys and telephone interviews, but as we have already observed the traditional face-to-face methods, as well as they were replaced at the beginning of the pandemic, little by little. little are returning to normality and that is that online surveys and telephone interviews will not completely replace face-to-face research.

Learning

At ACSI Research we have learned to adapt to new changes in order to survive and be at the forefront, delivering and helping our clients understand new consumer behavior, through new data collection methods, facing the challenges of faced by the researcher. Finally, we must not forget the old collection methods, since as we have said they will not be completely replaced, but will have a small change in their way of carrying out the relevant security measures and protocols.