Dear quantilope clients & friends,
During a period of uncertainty and confusion for many of us, the thought of business as usual can feel both strange and difficult to achieve. As a father, husband, and leader, I have spent a lot of time over the past few days reflecting on how we can continue to support our employees, clients, and community to stay safe while still being a reliable partner to solve business challenges and make informed decisions.
As a company, we have transitioned to a work from home policy, as I’m sure many of you have too. I am reassured by the dedication of our employees who have embraced such uncertainty with confidence and commitment. Projects are moving forward and new research ideas are developing as we navigate the environment around us.
The insights community has and always will be a source of truth for companies and stakeholders. As we move forward, I wanted to share with you quantilope’s POV and recommendations for conducting research at this time:
- In general, everything we measure reflects the current situation and opinion of consumers. Now may not be the time to launch research projects with the aim to predict long-term trends or sales volume.
- We still believe concept tests, advertising tests, brand positioning, and category exploration to be effective and should function as usual.
- Brand tracking allows you to react to market changes and provide insights into changing consumer sentiment towards purchasing behavior and preferences in real-time. We strongly believe tracking is one of the most effective methods to build and maintain a competitive advantage.
- Now more than ever, we need quality data to make informed business decisions. Using advanced methods will ensure we make reliable measurements in regards to willingness to pay, implicit associations, and drivers of purchase.
- Panel providers currently see and communicate that they have not seen any changes in respondent behavior with regard to participation and incidence levels.
Myself and the entire quantilope team are committed to being your trusted partner in the research community. We remain available for and encourage you to reach out with questions around research design, research impact, and how to best use data to navigate business decisions during this time.
Should your team be experiencing bottlenecks or unique research challenges please get in touch with your quantilope representative or fill out the form below and we’ll find a way to provide the support you need.
Wishing your teams, company, and families good health and safety.
Sincerely,
Peter Aschmoneit
CEO, quantilope
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