Two-part Digsite webinar series with Digsite CEO Monika Wingate and Expert Consultant Amy Elkes. 3/25/20 Part 1: How to Conduct Successful Remote Research with Online Qual Part 2: Research Study on Consumer Reactions to COVID-19 Control Measures

1. WEBINAR SERIES:
Part 1: How to Conduct Remote Research with Online Qual
Part 2: Research Study on Consumer Reactions to COVID-19

2. About Digsite
Results in as little as 24 Hours:
ü 1-on-1 and group interaction
ü In-context video responses
ü Live video interviews
Smarter, Faster Qualitative Research

3. Part 1: How to Conduct Successful
Remote Research with Online Qual
Monika Wingate, Co-Founder and CEO

4. Your Speaker
Monika Wingate
CEO and Co-Founder of Digsite

5. If done right,
remote
qualitative
offers…
High quality participants
Strong engagement
Rich learning
Simplified reporting
Fast timelines

6. Leveraging Video

7. Live 1-on-1 or Group Discussion

9. Share Stimulus or Capture Online Behaviors

10. 10
Theme Analysis
Analysis and Reporting Options
Text to Clip Reel

11. Community + Video

12. 12
Pre-Work Video Task/Interview Follow-up Feedback
Drill Deeper and Iterate

13. 13
Probes and Follow-Ups

14. The Right Tool for the Right Question

15. Mix Moderated and Unmoderated Activities
http://www.pewresearch.org/2015/05/13/from-telephone-to-the-web-the-challenge-of-mode-of-interview-effects-in-public-opinion-polls/#fn-269745-8
Unmoderated Activities Moderated Activities
• Avoids overstatement of socially
desirable behaviors and attitudes
• Avoids understatement of opinions
and behaviors participants fear
would elicit disapproval from
another person
• Removes implicit time pressure
that can affect a respondent’s
ability to recall facts or past event
• Help participants stay focused and
encourage participation
• Provide clarification on questions
for participants
• Ask follow-up questions to drill deeper
into responses
• Participants can be required to
respond before seeing other’s
responses

16. Online
Sprint
Kickoff
Recruit/Customize Activities
Observe & Learn
Instant Reporting
Full Analysis10 21
n/a
Day
Day
Day
Day
Day
In-Person
Research
Speed Research Timelines
15
14
1
5
3
2
1

17. Remote Qualitative Capabilities Checklist
Video
q Recruit/schedule Interviews
q Live 1-on-1 capabilities
q Live group interview capabilities
q Unmoderated videos questions
q In-context video learning
q Human/automated transcripts
q Video search and analysis
q Video library and clip reel creation
q Rewards administration
Community
q Community engagement
q Embedded video functionality
q Messaging and SMS follow-ups
q Photos and image mark-up
q Other tasks (surveys, voting, etc.)
q Moderator and observer roles
q Automated text analysis & reporting
q Integrated video transcripts

18. Considerations During
COVID-19 Outbreak

19. Are
participants
engaged in
research?
High Interest in participation
both B2B and B2C, including
medical professionals
High (near 100%) show rates
Better engagement in
research

20. What are
we doing
differently?
üAcknowledge COVID-19 crisis, and the fact
that their behaviors might be different
üIncreased empathy and moderator
engagement
üPatience with confined spaces, kids in the
room distractions, etc.
üShorter time commitments (20 min or less),
more iteration (mix of live and offline)

21. What
research
should we
be doing
remote?​
B2B topics relevant to business needs now
Concepts relevant to consumers now
Transitional A&U exploration
Corporate and brand communication
Traditional and social ad testing
Product research for near-term launches
Customer service and experience support

22. What research should we NOT be doing?
Qualitative Research Quantitative Research
• Behavioral testing outside
the home (per guidelines)
• Products that don’t fit
guidelines (on-the-go, travel
products)
• Segmentation or foundational
A&U investment
• Volume estimation for ideas
launching in 6 mo. or more

23. Part 2: Research Study on Consumer
Reactions to COVID-19 Control Measures
Amy Elkes, Expert Consultant

24. Your Speaker
Amy Elkes
Expert Research Consultant

25. How are consumers
reacting to COVID-19,
and what do they want
from companies and
brands at this time?

26. 36 Community Participants
• Males and females
• Age 25-54
• Mix of U.S. regions
• Agreed to share video
2
days
Consumers were brought into an online Digsite community for 2 days to
provide information about their experiences dealing with daily life under the
specter of COVID-19. Some were also selected for 1:1 interviews via video.
Who We Spoke To

27. The Methodology
1 1. Welcome
• About You (Conversation)
• About COVID-19 (Fill In The Blank)
2. Activity #1
• Brands (Survey)
• Brand A Message (Whiteboard)
• Brand B Message (Whiteboard)
3. Activity #2
• Your Own Message (Conversation)
• What It’s Like (Video)
4. Live Video Interviews
• We selected 6 respondents for
1:1 video interviews

28. Who We Spoke To
My name is Michelle. I work and have 2
daughters. I work for a manufacturer that
makes bleach among other things. I have
been in 70 hour work weeks with no word
of when things will slow.
MA Michelle A.
I live with my husband and forth month old
daughter…The biggest changes for me are social as well
as mental health related. As a first time parent, I already
felt isolated at times. But at least I had outlets like coffee
shops, the library, my fourth trimester support group, etc.
Now all of those things are closed.
SA Sarah A.
I share my household with my wife. One of the
main ways COVID-19 has changed our life is by
making us eat our far less and instead focus on
cooking our own food or buying snacks. Likewise,
we don’t buy coffee from cafes anymore coffee,
and instead make our own.
AK Adrian K.
I share my house with my wife and my 14
month old child. We have stopped going out
unnecessarily, and avoid grocery stores at peak
times…Something I have been doing is
focusing on only buying local products from
small businesses.
SM Stetson M.

29. The New “Normal”

30. Caring for
Vulnerable
Populations

31. I/my family have made _____
changes to behavior in recent
days as a result of coronavirus.
Most Common Emotions
Anxious/Scared/Worried
Drained/Exhausted
Overwhelmed/Stressed
Emotionally, I
feel _____ about
having to change
behavior due to
COVID-19.
The most difficult part of
changing our behavior in
response to COVID-19 is…
Social distancing leaves consumers feeling scared,
stressed, and exhausted.

32. Consumers are turning to a variety of brands
for safety, comfort, work support, and entertainment.
Purell, to disinfect when going outside or
receiving packages. Rice and beans,
because they provide an easy meal and
were available at the store. Disney+, to
entertain my kids while working at home
and after homeschool activities.
MK Marty K.
I find myself relying significantly more on snack and home
food products….These products generally lean towards
non-perishable items. I find myself buying brands like
Nature Valley (granola), General Mills (cereal), Lays (chips),
and ghiradelli (brownies), and Sams's club frozen foods.
AK Adrian K.
I'm very dependent on Microsoft, because I have a Surface
Pro, Outlook, and Teams, which allow me to work from
home. I also find myself depending on Costco/Kirkland,
because having bought my "regular" items there a couple
of weeks ago gives me enough to last for a long time.
BB Bridget B.
Netflix, Hulu, Playstation. They are
streaming services and my game
console. I am relying on them to keep
me same while distancing myself.
JV Jason V.

33. Though most respondents could not point to companies or brands that have communicated
the “wrong way,” some recall messages that appeared dishonest or opportunistic.
Consumers are already so inundated with messages
from companies that some are becoming meaningless.
Every business I have ever interacted with has
emailed me to say they're doing more cleaning.
PL Paul L.
It seems like every single company I have ever dealt with
has sent me a message about how they are dealing with
the outbreak. For instance, Farmers Insurance told me
what they were doing, don't know that affects me in any
way, but good to know, I guess.
MK Marty K.
The cruise lines were (including Carnival
and my favorite, NCL) as they kept assuring
people up to the last minute about how
safe cruising still was before they finally
canceled sailings at the last minute.
MC Monica C.
Adidas is not closing stores so they don’t lose
income.
DB Dustin B.

34. Brands that show care for consumers by offering real,
practical support stand out, regardless of the category.
Wine insiders was upfront about how the crisis
would likely encourage people to buy wine online. It
was further upfront about how it would not increase
prices, which I greatly admired.
AK Adrian K.
Zoom has created some great avenues to
do my job effectively remotely, and given
free resources to make it possible.
SM Stetson M.
I think it’s great the so many resources for kids are
opening up amid this crisis. Scholastic is offering
free content to school aged kids. It’ll be a great
add-on to my kids’ e-learning.
HJ Heather J.
I would say the brand of MLB for taking care of
their stadium employees by each team donating
them $1 million.
MC Monica C.

35. Example Brand Messages

36. Consumers appreciate honesty and reassurance,
but don’t get into the weeds.
• Love that they are encouraging people not to hoard. -
Sarah A.
• I like the transparency and concrete numbers. This is
helpful to consumers. It also makes the statistics credible.
- Adrian K.
• I love that they are telling you how much you should have
on hand and to not go overboard. - Katherine M.
• I like that they're honest about what they can and cannot
do. - Bonnie S.
• I'm assuming this refers to the feature on store websites
that let you see if a store near you has the item in stock,
but that is not very clear here. - Bonnie S.
• This message it too lengthy and people will not read the
whole thing. Bullet points would be better. - Katherine M.

37. Concrete information and resources that can help
consumers help themselves is generally appreciated.
• Cool way of letting people help themselves - Peter C.
• The visuals are great and text is concise - Stetson M.
• Helping people that may not be able to get their products!
- Heather J.
• I love that not only are they promoting their product but
they are also giving helpful hints on how to protect
yourself. - Christy G.
• I think it's too late for this. We inundated with information
right now. I'd prefer a mission statement or a pledge to
donate or to not worry about shortages. - Lizbeth R.
• Without more detail, my gut reaction is to believe that this
is generic information on every website. - Adrian K.

38. Key
Findings
• Consumers are feeling anxious, lonely, and
potentially exhausted.
Depending on their demographic and whether they have
children at home, are able to work from home, etc. their
emotional experiences can be quite varied.
• They are relying on trusted brands and products
– as well as new ones – to help them get through
this time.
They’re seeking comfort, safety, entertainment, and
resources that can support them physically and emotionally.
• They are already inundated with brand
messages, but they remember the ones that
make them feel the companies genuinely care.
What is your company’s opportunity to show that you are
supporting the customers and consumers who have
supported you? Make sure it’s genuine.

39. Key
Findings
(cont'd)
• Most consumers are turning to obvious products
and services for help at this time, but some are
also branching out.
Small luxuries like wine and chocolate, and less obvious
purchases like bottled water and natural cleaning supplies,
indicate that consumers are interested in more than hand
sanitizer and canned goods.
• People are eager to engage in research, but the
topic and tone need to be considered.
People were not only willing to talk to us, but seemed
genuinely excited for the opportunity to break up the
monotony and talk with new people virtually.

40. Questions?
Monika Wingate
monika@digsite.com
Amy Elkes
amy@digsite.com