The effect of COVID-19 (the Coronavirus) on global brands is going to be profound. The Chinese share of global production in key sectors includes household goods (35%), hi-tech goods (46%) and textiles / apparel (54%).
This means supply chains will inevitably be severely hit: for example, in the automotive sector Fiat Chrysler has this week halted production at a plant in Serbia due to lack of parts from China.
“So how are brands to monitor the effectiveness of their campaigns under strictures that might remain in place for many weeks or months? Luckily, smartphones provide an answer.”
Consumer research is another area with the potential to suffer greatly. The measures governments are taking to contain the virus, such as the quarantining of 10,000 people for 20 days close to Hanoi in Vietnam or the closure of Singapore’s border to travelers from China and banning of large-scale events, mean that the continuation of face to face research at any scale, large or small, is problematic.
So how are brands to monitor the effectiveness of their campaigns under strictures that might remain in place for many weeks or months? Luckily, smartphones provide an answer.
Of course, mobile surveys eliminate the need for face to face interaction, but the opportunity is deeper than that. Research conducted on smartphones can also benefit from passive metering, which aggregates data about what people do on their phones, and Audio Content Recognition, which detects when and where the mic on a consumer’s phone picks up the soundtrack of an Internet, TV or radio ad. Surveys can be triggered by mobile activity detected via passive metering or ad exposures confirmed through ACR all without any face to face interaction. So, this research conducted remotely can actually go deeper than any face to face discussion can enable insights based on what we observe people do on their phones rather than their stated recall about what they did.
The People Data Company specializes in delivering insights from hard to reach consumers in fast growing markets, via passive metering. Allowing advertisers to quantify the reach, memorability and persuasiveness of their campaigns. A syndicated data-set allows advertisers to track app usage, web visits, search terms, social media activity and media streaming.
As worldwide cases of COVID-19 exceed 70,000, the final impact of the virus is as yet unclear. But as nations focus on healthcare and quarantine requirements, with significant impact on supply chains, brands are able to continue with vital consumer research without interruption. Using the powerful, remote, data-gathering solutions that The People Data Company can provide.
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