Adams & Knight survey reveals insights for COVID-19 recovery marketing strategies

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How healthy are consumers feeling—financially? Physically? Emotionally? What are their biggest concerns? And what kind of information are they seeking from their banks? Healthcare providers? Government agencies?

These were just a few of the questions that digital marketing agency Adams & Knight probed in a recent online study to assess local and regional consumer attitudes during the ongoing COVID-19 pandemic.

Through an independent research panel, the agency surveyed 500 residents, who represented a mix of age groups, income levels and ethnicities across Connecticut, Rhode Island and Massachusetts. Among the key findings from the survey:

#1: People feel physically healthy; but not emotionally or financially.

Sixty percent of respondents said they feel physically healthy. But only 35 percent reported feeling either emotionally or financially healthy, indicating a high correlation between financial and emotional health.

#2: Consumers highly approve of how their healthcare system has responded to the COVID crisis.  About one-third highly approve of how their banks have responded.

But only 15% approve of the federal government’s response.

#3: Consumers are hungry for financial information to help them with investing, paying bills and feeling more financially secure.

Consumers are most interested in receiving information that will help them protect against fraud (59%) and how to weather the uncertainty of the financial markets (65%).

#4: Consumers want more information about how to protect themselves from the virus and how to get other types of medical care safely.

Eight-one percent indicated that information about how to protect themselves from COVID-19 would be most valuable to them at this time. And 75 percent reported that they wanted information about how to get other types of medical care safely.

#5: Consumers are looking forward going out to dinner, hanging out with friends and travelling within their states … once the COVID-19 restrictions are lifted.

A full 77 percent of respondents said they would visit friends first as soon as possible or within a few weeks once the quarantine is lifted.

Adams & Knight CEO, Jill Adams, says, “Tapping into the mindset and attitudes of consumers is always important when creating successful marketing strategies. To have this wealth of first-hand data at this particular moment in time that offers insights into how consumers in the region are feeling will help us tremendously as we create relevant COVID-recovery marketing plans for our clients for the remainder of 2020.”

To read the entire report from the Holistic Health Check Survey, click here to download or scroll below to read.

And if you need help planning a COVID-recovery marketing strategy that leverages these consumer insights, contact Jill Adams at (860)676-2300, ext. 106.

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Survey Objectives/Methodology

To assess local/regional consumer attitudes during the Covid-19 pandemic, Adams & Knight fielded an online study from April 18 through April 24, 2020 through an independent online research panel. This report aggregates the responses of 500 residents across Connecticut, Massachusetts and Rhode Island, representing a mix of age groups, income levels and ethnicities.

What are your biggest financial concerns right now?

Participants were asked an open-ended question about their biggest concerns. Their responses centered around common themes related to their financial concerns and the health of their families.

How healthy do you feel right now physically, financially, emotionally?

While a majority of respondents still feel physically healthy, many do not feel financially or emotionally healthy, indicating a high correlation between financial and emotional health.

How good a job are these institutions handling this crisis?

Nearly half highly approve of how their healthcare system is handling the crisis. About one-third highly approve of the response from their state governments and banks. But only 15% approve of the federal government’s response.

What kind of financial information would be most valuable now?

People are hungry for financial information of all kinds — particularly about how to weather the financial securities ahead and how to protect themselves from fraud.

What other info would be valuable from your bank/financial institution?

There were several key themes that emerged from responses to the open-ended question about what other type of information would be valuable from your bank/financial institution.

What kind of healthcare information would be most valuable now?

In addition to information about how to protect themselves and their families from the virus, people are eager for info on how to get other types of medical care and what hospitals/healthcare providers are doing to keep their employees and facilities safe.

What other info would be valuable from your healthcare institution?

Lots of respondents said their healthcare providers were doing a good job of keeping them informed. Comments about other types of info that would be valuable centered around three key areas.

What other info would be valuable from your state government?

There were several key themes that emerged from responses to the question about what other type of information would be valuable from your state government.

Once the quarantine is lifted, how soon do you think you’ll be ready to…?

The top five things people are looking forward to do first are highlighted below — led by visit friends, travel within the state and go out to dinner. The idea of traveling outside the state was more polarizing — with more than one out of five saying they wouldn’t be ready until the end of the year.

Respondents reported being much less likely to go to activities with crowds. In fact, more than one-third said they wouldn’t likely be ready to go to a live theatrical or musical performance or a sporting event before the end of the year.

How would you describe your current job situation?

About 50% of our respondents indicate they were still working remotely, while a significant number are deemed essential employees still working on site as well. About 13% report being laid off or furloughed.

How productive do you feel you are working from home?

Of those who are working from home, the majority reported feeling that they were still able to be somewhat productive or productive. One out of five reported feeling very productive. Another one out of five reporting being not very productive or not productive at all.

How do you feel about returning to the workplace?

Of those who are working remotely, 72% say they are looking forward to returning to the workplace and having more separation between work/home life again — although many would still like the option of working from home a few days a month.

For more information about this study or for ideas about how to apply these insights to your marketing strategy, please contact: Jill Adams, Adams & Knight, jill.adams@adamsknight.com, (860) 676-2300, x100.