Making sense out of chaos: Understanding and tracking the cultural impact of the COVID-19 crisis

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EVP & Group Director, Anthropology

Over the past two weeks, a large number of clients, readers and colleagues have reached out asking how we are leveraging our AI anthropology technology (and insight platform) to culturally track the impact of the COVID-19 crisis.

While the majority of work we do is with innovation and consumer insight teams, the videos I have shared below will be relevant to anyone who is working to understand how this cultural moment is reshaping how consumers prioritize both what they buy, and why they buy it.

The first is a webinar (40 minutes) that looks at the long term impact that this crisis will have on consumer culture. In it, our CEO and Cultural Anthropologist Ujwal Arkalgud talks about how we are leveraging our MotivBase Signals technology to identify new and emerging microcultures that are being born that will reshape the future of consumerism in North America. Once we have used this early warning detection system to identify the fastest growing trends have newly started to reshape the mind of the consumer, we were able to size the relevance of these trends and calculate how quickly they are growing to prioritize them.

Think of it this way. If you ask consumers about COVID-19, they will reply rationally and talk to you about health and hand washing.

But these are short term fears and behaviors.

As you will will see in the video, there is a much bigger shift taking place. This crisis is changing the consumers’ beliefs and expectations in everything from how they define luxury, approaches to sustainability and demands regarding mass production.

You can view the video here.

Once you have watched this presentation, this second video provides more detailed description video on clients can leverage MotivBase Trends in conjunction with MotivBase Signals to track this issue.

You can view the video here. 

If you have any questions, please contact us here.

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