Rare: Consulting Coronavirus Research: with foresight webinar series 07.5.2020

RARE FORESIGHT: CORONAVIRUS
UK CONSUMER TRACKER
Data collected w/c 27th-4th May
Webinar 7th May 2020

About the Project
Context
Key Themes
Brand Reputation
Sector overview this week
What is coming next + Q&A
CONTENT
COVID-19 CONSUMER TRACKER:
WEBINAR 07.05.2020
ben@rare.consulting

RESEARCH METHODOLOGY:
Online Consumer Tracker Survey : circa 900 per
week (UK Nationally Representative - Adults 18+).
Over 7,684 respondents over 8 weeks Launched on
13th March 2020. Published Every Tuesday.
Online Brand Reputation Tracker: Circa 500
respondents per week (UK Nationally
Representative - Adults 18+).
Consumer Diary Studies: 3-5 Households per
week for a deeper look.
Launched on 1st April 2020.
RESEARCH OBJECTIVES:
1. Identify change in consumer habits
2. Identify change in intention towards in
retail, exercise, beauty, travel, leisure,
entertainment, music, gaming, DIY, alcohol
consumption and household management.
3. Understand which demographics are more
inclined to change behaviour compared to
others, and see how this evolves over time.
4. Identify people’s new at-home social rituals.
5. Identify new emerging norms in behaviour
that will last beyond Covid-19
THE RESEARCH
COVID-19 CONSUMER TRACKER: WEBINAR 07.05.2020

PRE-WEBINAR QUESTIONS
Sense of what people will be looking for once lockdown
eases and they are able to start seeing people again.
Common threads coming out of the research conducted that
may be applicable across all industry and sectors
Consumer attitudes with regard to charitable spend (health
and wellbeing sectors)
creative
Grocery, DIY and retail categories
Further insight in how key workers attitudes are evolving vs those
confined to their home
Retail Shopping, beauty and changing consumer behaviour
Travel
eCommerce and ethically conscious buying
Opportunities to become competitive once we get back to a
semblance of normal
How can retailers diminish the fear when going back after
confinement?
How people are banking and paying for this at this time
What consumers are looking forward to most after lockdown - it
could inform some of our decisions.
Entertainment and Retail
Any insight into how consumer behaviour has changed during
lockdown!
What behaviours are going to remain/significantly shift consumer
behaviour post lockdown (even as far ahead as Christmas)
Impact of Covid-19 on Leisure
Any changes in consumer mindset

CONTEXT FOR TODAY
CHANGE IS COMING...
… BUT WHAT’S THE IMPACT?
● Furlough Scheme to be wound down
from July onwards (STV).
● The Prime Minister indicates that the
lockdown could start to ease from
Monday 11th April (Guardian).
● Small ﬁrms secure £2bn of bounce
back loans in ﬁrst 48 hours.
● In response 35% of people working in
the UK claim that their business has
been innovative in responding to the
pandemic (Rare:).

WHAT ARE CONSUMERS LOOKING FORWARD TO THE MOST?
ben@rare.consulting

ben@rare.consulting
Source: Rare Consulting. UK Adults 18+. 27th April - 4th May 2020
Base: What are you looking forward to the most, when the lockdown has ended, and it is safe to return to your normal life? (N=895).
Share of mentions. Full data tables available from www.rare.consulting.
FAMILY SEE MEET VISIT PUB TRAVEL HUG WORK
36% 29% 7% 5% 5% 4% 4% 4%
Using word analysis, above anything else the wish to see the family and the beloved ones is what people are looking forward to the
most.
The most used words were ‘family’ and ‘see’.
The most mentioned topic apart from social and private feelings with family is ‘work’. It was mentioned by 4% of the respondents.
Social interaction is becoming the most important topic in people’s mind -‘shopping’ and ‘shops’ together would appear next, mentioned
by 3%. This suggests that human relationships are the most important active for people right now.

ben@rare.consulting
‘Beingabletomeetwithfamilyand
friends,andplayingsnookerand
havingafewdrinkswiththelads’.
55+ years old male, key worker.
‘Toknowthatmyfamilyandfriends
havesurvived’.
41-47 years old female, key worker.
‘Givingmydadahug’.
18-24 years old female, not
working
‘Seeingmypartnerwhois182miles
away’.
41-47 years old male, not a
keyworker.
‘Seeingfamilyandfriends,socialising,
goingtothepubandbeingableto
travelandmovefreely’.
33-40 years old male, not working
‘Seeingmychildrenagain’.
25-32 years old female, key worker.
Base: What are you looking forward to the most, when the lockdown has ended, and it is safe to return to your normal life? (N=895).
Full data tables available from www.rare.consulting.

CURRENTLY, THE PATTERN IS UNIFORM
ben@rare.consulting
Base: What are you looking forward to the most, when the lockdown has ended, and it is safe to return to your normal life?
Concerned about Coronavirus (N=811), Keyworkers (N=264).
There is no big differences in
general trend among those
who declare they are
concerned about Coronavirus
and the overall population.
Key Workers follow the same
scheme as well. The
differences in the most
commented topics are so
small that we could consider
them as stable.

HOW DO GENDERS COMPARE?
ben@rare.consulting
Base: What are you looking forward to the most, when the lockdown has ended, and it is safe to return to your normal life?
Males (N=401), Females (N=489).
Females are more likely
to mention a word that
involves connection
with others, particularly
family.
Shows a signiﬁcant
difference at 95%
conﬁdence.

WHAT MIGHT WE EXPECT ACROSS DIFFERENT CATEGORIES?
ben@rare.consulting
Source: Rare Consulting. UK Adults 18+. 20th - 24th April (N=1,010), 27th April - 4th May 2020 (N=896).
Base: How would you expect to shop in the following sectors after the lockdown has been lifted and there is no immediate threat to the public
(post-pandemic)? w/c 27.04 (N=1,010), w/c 04.05 (N=896). Full data tables available from www.rare.consulting.
TRAVEL
AS SLIGHT
SHIFT IN
PERSPECTIVE?

ben@rare.consulting
ENTERTAINMENT RETAIL

ben@rare.consulting
BEAUTY
HOME
MANAGEMENT
AND DIY

ben@rare.consulting
ALCOHOL EXERCISE

HOW ARE WE FEELING
ben@rare.consulting
Source: Rare Consulting. UK Adults 18+. Data Collected 07.04.20-04.05.20 (W2: 802, W3: 916, W4: 900, W5: 916, W6: 1,010, W7: 1,010, W8:
896) .
Full data tables available from www.rare.consulting

COMMUNITY SPIRIT
Source: Rare Consulting. UK Adults 18+. Data Collected 07.04.20-04.05.20 (W2: 802, W3: 916, W4: 900, W5: 916, W6: 1,010, W7: 1,010, W8:
896) .
ben@rare.consulting

WHAT ABOUT THE
REPUTATIONAL
IMPACT?

COVID-19 BRAND REPUTATION PERFORMANCE
HOW ARE BRANDS DOING DURING THE PANDEMIC?
Source: Rare Consulting. UK Adults 18+. 27.3.2020 - 04.05.2020 (N=2,144).
Q25 How good or bad each of the following brands been, in their response to the Coronavirus pandemic? Top 2 Box.
Those aware of the brand: average samples Retail (N=1,885), Banking (N=1,616), Supermarkets (N=1,525), Telco (N=1,770).
ben@rare.consulting

BANKS: HOW ARE BRANDS DOING THIS WEEK?
Q25 How good or bad each of the following brands been, in their response to the Coronavirus pandemic?
Those aware of the brand: sample between N=1,897 and N=949.
ben@rare.consulting

FOCUS: MONZO
Q23 To what extent do you like or dislike the each of the following brands below? Q24 To what extent do you trust or distrust each of
the following brands below? Q25 How good or bad each of the following brands been, in their response to the Coronavirus
pandemic? Those aware of the brand (N=1,542).
ben@rare.consulting
Correlation: 0.94 Almost a perfect correlation
between RESPONSE to pandemic and TRUST
Timeline:
1. Monzo gained more clients in
the last quarter of 2019 than any
other bank. Might their
expectations haven’t been
fulﬁlled?
2. In the last month, Monzo app’s
downloads decreased by more
than 36%.
3. Monzo performs under its
competitors in funds attraction.
N26 is 40% bigger, and Revolut
is 120% bigger.

RETAIL PERFORMANCE THIS WEEK
Those aware of the brand: Primark (N=1,630), TK Maxx (N=1,565), Home Bargains (N=1,393), Topman (N=1,466). Full data tables available from www.rare.consulting
ben@rare.consulting

CASE STUDY: HOUSE OF FRASER
Q15 To what extent do you like or dislike each of the following brands below?
Q16 To what extent do you trust or distrust each of the following brands below?
Those aware of the brand: Sainsbury’s (N=1,948). Full data tables available from www.rare.consulting
ben@rare.consulting
Timeline
● The crises’ management by Mike
Ashley’s group caused him to
apologise in March.
● Still in May, new scandals arose
when this group forced furloughed
employees to work during lockdown.
● In April, Oasis and Warehouse
(which manage House of Fraser
concessions around the UK) are to
collapse doing 2,300 to lose their
jobs.
Correlation: 0.89 A clear correlation between
RESPONSE to pandemic and TRUST

CASE STUDY: SAINSBURY’S
Q15 To what extent do you like or dislike each of the following brands below?
Q16 To what extent do you trust or distrust each of the following brands below?
Those aware of the brand: Sainsbury’s (N=1,948). Full data tables available from www.rare.consulting
ben@rare.consulting
Timeline
● First response of the company was
good: volunteers scheme, vulnerable
priority, stop rationing.
● Bad news (realistic, though) from the
company -huge losses and long queues
are here to stay.
● On April, Tesco and Sainsbury’s supplier
was caught threatening employees due
to lockdown absence.
● After March’s purchasing panic,
supermarkets stocks are not recovered,
and substitutes offered are not fulﬁlling
client’s expectations.
● Sainsbury’s delivery system has some
problems identifying vulnerable
customers.
Correlation: 0.98 Almost a perfect correlation
between RESPONSE to pandemic and TRUST

SUSTAINABILITY AND TREATMENT OF EMPLOYEES IMPORTANT
ben@rare.consulting
Source: Rare Consulting. UK Adults 18+. Data collected between 14th and 19th April (1010), 21st and 24th April (N=1,010) 27th April and 4th
May (N=896). Q25 When thinking about the past 7 days, how frequently, if at all have you been doing each of the following activities?

BRIEF OVERVIEW
OF SECTORS THIS
WEEK

TRAVEL
INTENTION IS RELATIVELY STEADY
Compared to last week, propensity to travel
after the lockdown has been lifted, is steady.
32% of the UK report they will spend less in this
sector however, 30% intend to spend more on
travel. 38% of the UK reporting they do not see a
change in their engagement in the travel sector,
as it was prior to the pandemic.
ben@rare.consulting

ENTERTAINMENT
TRADITIONAL FORMS OF MEDIA
STILL PERFORMING WELL
● 81% of those who are active in the
entertainment category listened to music
frequently last week.
● 18% of Generation Z engaged in learning a
new creative skill every day last week.
● In the past 7 days, 48% of women watched
TV series every day.
● 22% of millennials were reading books every
day in the past 7 days.
ben@rare.consulting

ENTERTAINMENT - DAILY HABITS
ben@rare.consulting
Source: Rare Consulting. UK Adults 18+. Data collected between 21st and 24th April (N=1,010) and between 27th April and 4th May (N=896).
Q25 When thinking about the past 7 days, how frequently, if at all have you been doing each of the following activities?
Those frequently and infrequently active in entertainment activities w/c 20.04 (N=761), w/c 27/04 (N=709). Full data tables available from
www.rare.consulting

GROCERY
MEET THE TOP ME UPS
● 69% of household decision makers
shopped at large supermarkets
infrequently last week.
● 16% of Millennials shopped at local
convenience stores at least once every
two days last week.
● 42% of those who frequently shop at
express supermarkets, shopped there
frequently last week.
ben@rare.consulting

ben@rare.consulting
OPEN TABLE

HOME & DIY
BEING PRODUCTIVE
● 53% of those who are frequently
involved in DIY and Home Management
often engaged in gardening in the past
week.
● 78% cleaned at least once per day in the
past 7 days.
● 82% cooked frequently this week.
● 21% of millennials baked at least once
in the past week.
● 49% of Generation Z (who are active in
this category) learned a new home
making skill frequently in the past 7
days.
ben@rare.consulting

ben@rare.consulting
MR HOLMES BAKEHOUSE

RETAIL
GENERATION Z PROVIDES THE
MOST HOPE FOR THE APPAREL
INDUSTRY
● Generation Z are most likely to engage
in purchasing apparel. 21% of those in
that age demographic bought apparel
online at least once last week.
● 26% of the UK population who are active
in this category bought products relating
to hobbies and interests frequently last
week.
ben@rare.consulting

RETAIL-HABITS
ben@rare.consulting
Those frequently and infrequently active in retail shopping activities w/c 20.04 (N=545), w/c 04.05 (N=501). Full data tables available from
www.rare.consulting

BEAUTY
INVESTING LESS TIME IN THIS
SECTOR
● Of those who are active in the beauty
sector, 15% of millennials have sought
advice on how to get the look they want
online every day in the past week.
● 18% of Generation Z have been watching
makeup tutorials on youtube everyday in
the past week.
● 27% of women have watched content from
beauty personalities online frequently in
the past week.
● 33% of people who are frequently active in
the beauty sector have not bought any
beauty products online in the past 7 days.
ben@rare.consulting

BEAUTY - HABITS
ben@rare.consulting
Those frequently and infrequently active in beauty activities w/c 20.04 (N=438), w/c 04.05 (N=385).

EXERCISE
WHY RUN WHEN YOU CAN WALK?
● 62% of those who frequently engage in
exercise are walking frequently out of their
homes.
● 17% of women have worked out everyday
in the past 7 days.
● 47% of those living in large urban areas
and active in this category frequently
followed live ﬁtness videos on social media
last week.
ben@rare.consulting

ALCOHOL
COPING THROUGH ALCOHOL
● 48% of those concerned about their job
security drank alcohol frequently with
others at home this week
● 43% of those who frequently drink
alcohol before the lock down, are
drinking alcoholic beverages alone every
day this past week
● Men are drinking more frequently than
women, with 66% of UK men drinking at
least once a week, compared to 53% of
women.
● 42% of millennials who are active in the
category, drank with others remotely
over video
ben@rare.consulting

NEXT WEBINAR:
Thursday 14th
May at 11am.

Rare: Coronavirus Tracker
30+ page overview of the latest consumer research, available
on a pay what you can basis from www.rare.consulting. Contact
us if you want your own custom questions included.
Rare: Coronavirus Tracker Data Tables
All data collected in this research is available for download
from www.rare.consulting. We have collected over 1,500
metrics during the past four weeks, so there is plenty of data to
review and delve into.
ben@rare.consulting
HOW YOU CAN GET INVOLVED

Rare: Coronavirus Diary Studies
Each week, we ask different households to tell us how they are experiencing lockdown in a bid to
understand how the measures implemented by the UK government are impacting on our
participants’ lives. We track how their behaviour and consumption patterns are changing. The aim is
to provide a deep understanding of the motivations behind the behaviours we are seeing.
Rare: Reputation Tracker
We are monitoring perception of brands during the pandemic and looking at how consumer
perceptions are changing. If you would like to monitor your brand then please contact
hello@rare.consulting.
Something Bespoke
If you have speciﬁc research and innovation needs, then please contact ben@rare.consulting
ben@rare.consulting
HOW YOU CAN GET INVOLVED

ben@rare.consulting
LAUNCHING IN JUNE
Rare: Metrics
Our automated market research platform.
Would you like to be part of the ﬁrst cohort
of users, before release date?

Rare: Consulting Coronavirus Research: with foresight webinar series 07.5.2020

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