Living in the Time of COVID is a structured qualitative study conducted in collaboration with Sharon Lewis and Tery Spataro. Respondents for our survey came from our social networks. The findings from this research are directional. The pandemic created an unprecedented situation. Many of us have never experienced this kind of traumatic condition and health crisis. Sharon and Tery documented the attitudes and behaviors of our community. Our analysis defines our community's emotional perspective, the factors contributing to their feelings, and understanding of their feelings. The survey opened on June 3, 2020, and closed the survey on June 21, 2020.

1. COVID-19
PARTICIPANT
SENTIMENT
Attitudes and Behaviors
Sharon Lewis and Tery Spataro
June 28, 2020
© 2020 Sharon Lewis and Tery Spataro

2. ABOUT
Living in the Time of COVID is a structured qualitative study conducted in
collaboration with Sharon Lewis and Tery Spataro. Respondents for our survey came
from our social networks. The findings from this research are directional.
The pandemic created an unprecedented situation. Many of us have never
experienced this kind of traumatic condition and health crisis. Sharon and Tery
documented the attitudes and behaviors of our community. Our analysis defines our
community's emotional perspective, the factors contributing to their feelings, and
understanding of their feelings.
We begin gathering completed surveys on June 3, 2020 and closed the survey on
June 21, 2020.

3. OBJECTIVES &
METHODOLOGY
Objectives
• Define emotional outlook.
• Identify contributing factors.
• Understand the reasons for these feelings.
Methodology
• Random collection of responses across our
networks.
• Structured qualitative survey used to gather
responses for three questions.
• Analysis is qualitative.
• 136 completes were gathered between June
3 and 21, 2020.
© 2020 Sharon Lewis and Tery Spataro

4. KEY DATAPOINTS FOR TIMELINE CONTEXT
• The survey commenced on June 3rd, 2020, Day 134 of the first US documented case of
COVID-19.
• CDC: 1,827,420 (24,955 new) cases and 106,202 (1,045) deaths
• Johns Hopkins*: 1,851,520 (1,831,821) cases and 107,175 (106,180) deaths
• State data*: 1,843,315 (1,823,647) identified cases and 101,192 (100,200) deaths
• The survey closed on June 21st, 2020, Day 152 of the first US documented case of
COVID-19.
• CDC: 2,248,029 (32,411) cases and 119,615 (560) deaths
• Johns Hopkins*: 2,280,912 (2,255,119) cases and 119,975 (119,719) deaths
• State data*: 2,270,766 (2,241,990) identified cases and 113,751 (113,452) deaths
• No data from KS (M-W-F), MS (since 17 June), RI (M-F)
• Total tests (US, Johns Hopkins): 27,084,900 (26,566,553)
Source: 2020, Kathy E. Gill, Journalist, and Educator.
© 2020 Sharon Lewis and Tery Spataro
Source: 2020, Kathy E. Gill, Journalist and Educator.

5. CONFIDENCE IN PARTICIPATING IN PHASED
RE-OPENINGS OF THE ECONOMY
8%
12%
9%
10%
8%
14%
4%
13%
6%
6%
11%
0 1 2 3 4 5 6 7 8 9 10
54% Less Confident 47% Confident
29% Confidence
level between 0-2
23% Confidence
level between 8-10
© 2020 Sharon Lewis and Tery Spataro

6. REASONS FOR CONFIDENCE LEVEL
© 2020 Sharon Lewis and Tery Spataro
35%
43%
31%
33%
23%
5%
13%
2%
37%
44%
35%
30%
17%
7%
29%
9%
16%
7%
9%
8%
10%
10%
13%
10%
6%
4%
10%
5%
10%
2%
17%
4%
4%
1%
7%
5%
5%
8%
15%
29%
1%
1%
9%
18%
35%
68%
13%
45%
0% 20% 40% 60% 80% 100% 120%
Trust in the experts defining healthy behaviors
Understanding the data points to better educate myself
Health issues for myself
Health Issue Household member
Financially - Need to work
Looking for Work
Self isolation is difficult
Self isolation is causing a relapse to addictive behaviors
Agree Strongly Agree Somewhat Uncertain Disagree Somewhat Disagree Strongly Does Not Apply
87%

7. Not surprising that PEOPLE
is the keyword in the word
cloud created from the
open-ended responses.
We are #alonetogether
REASONS FOR THEIR
FEELINGS
© 2020 Sharon Lewis and Tery Spataro

8. PEOPLE
Pre-COVID-19 COVID-19
© 2020 Sharon Lewis and Tery Spataro
Photo credits: Unsplash.com

9. ATTITUDES
Analytical: A persons reasoning about things
• I believe things are reopening due to economic issues rather than safer
conditions and declining numbers
• Too much conflicting information about transmission
Joy: There is a sense of well-being, inner peace, love, safety and
contentment.
• I am being very productive at home with my job, have set a good routine for
myself and continue to connect with friends and family virtually and by phone.
• Life needs to move on, and corona virus will be with us.
Sadness: Indicates a feeling of loss and disadvantage.
• The economy can’t be allowed to crash/flounder
• Confused and cautious
Tentative: A person’s degree of inhibition
• I am afraid they may find another way that the virus spreads that they didn’t yet
know about
• Would rather be cautious and not risk possible exposure
• Too much conflicting information about transmission
Trends in the written
responses reveal 4 key
attitudes:
Analytical, Joy, Sadness,
and Tentative
© 2020 Sharon Lewis and Tery Spataro

10. BEHAVIORAL CATEGORIES
• Coping
• Isolation
• Fear
• Judgement
• Cautious
• Risk
• Uncertainty
• Unsafe
• Lack of trust
• Pessimism
• Optimism
• Untrusting
• Self preservation
• Understanding
• Content
• Confused
• Precautious
• Bored
• Frustrated
• Normalcy
• Better safe than sorry
• Worry
Behavioral categories that emerged from their reasons for their feelings to the phased
reopening of the economy.
© 2020 Sharon Lewis and Tery Spataro

11. THEMES
We launched our survey on June 3, 2020 and closed on June
21, 2020. As COVID-19 numbers continued to rise in parts of
the country, while restrictions were lifted in other parts of the
country, we noticed subtle shifts in the sentiment expressed in
the open-ended responses.
These qualitative responses reflected the tensions highlighted
on the following slides
• Self Trust vs Trusting Others
• Health vs Economy
• Caution vs Risk
© 2020 Sharon Lewis and Tery Spataro

12. SELF TRUST
VS TRUSTING
OTHERS
An important
concern, as we are
#alonetogether.
I understand we have to re-open and get back to business.
But, with a potential second wave happening after these
protests, premature openings despite what the data tells us,
it's scary. I trust myself, I might even trust the business
owners, but you can't trust other people to be taking the
same protective measures as you have - especially in
specific areas of the South. Though, to be fair, I would
probably be just as skeptical and cautious of reopening in
New York City or other regions as well. June 3, 2020
Without a viable treatment plan or vaccine, I fear that many of
us are in high-risk populations. Seeing how many people
disregard the health of others, I do not feel safe in the
company of those people. I trust the science more than I
trust a politician whose sole agenda is to get re-elected. I miss
interactions but will not risk my family's health for someone
else. June 21, 2020
© 2020 Sharon Lewis and Tery Spataro

13. HEALTH VS
ECONOMY
One’s personal view is
influenced by their own
employment status and
the health risks of their
immediate loved ones.
Lost 4 members of my family in the month of May due to
COVID. My dad and sister have serious health issues, I am
the caregiver I must be especially careful. June 3, 2020
Public policies are heavily influenced by the political
pressure to re-start the economy. But my chief
consideration is protecting an 82-year-old family member.
Plus I can work remotely. So I chose the strictest quarantine
without offsetting it by other considerations. June 18, 2020
© 2020 Sharon Lewis and Tery Spataro

14. CAUTION VS RISK
Perhaps the most
subjective of the
open-ended
responses received.
I want things to be "normal" again, but I also don't want to be
sick or cause anyone else to be sick. I am being cautiously
optimistic. June 15, 2020
I'm sick of being inside and willing to risk it. June 5, 2020
© 2020 Sharon Lewis and Tery Spataro

15. SUMMARY
Re-opening the economy causes considerable
stress, uncertainty and distrust.
• Confidence in the phased re-opening is
divided.
• Most respondents want to understand the
data to be better educated about cases and
policy changes.
• People is the strongest keyword used when
expressing a sentiment about re-opening.
• Trust is the greatest emotion expressed
about one’s comfort with re-opening.
© 2020 Sharon Lewis and Tery Spataro
Coronavirus
concerns trigger
many emotions.

16. Let’s continue the conversation!
Perpetually curious and able to
simplify complexity, Sharon
helps clients gain customer and
employee insights through
qualitative research that
uncovers differentiating
opportunities for engagement.
She has deep experience in
retail, financial services,
healthcare and non-profit
sectors. Brand experience
includes Citibank, Saks Fifth
Avenue, American Express,
Scotiabank and AARP.
Linkedin.com/in/sharonlewisnyc
Human data is chaotic, Tery
loves to synthesize & make
sense of the messiness! Tery
helps brands through an
exploratory process to uncover
the pain points, needs and
insights of their consumers.
She works with CPG, retail,
financial services,
pharmaceutical and non-profit
categories. Brands include
Hormel Foods, Nite Ize,
Bloomingdales, and Novartis.
Tery Spataro Consulting
© 2020 Sharon Lewis and Tery Spataro

17. © 2020 Sharon Lewis and Tery Spataro
Thank You!