By: Kathryn Lundstrom
Consumers want brands to address the crisis, but how they want to see that changes as they process it.
Reactions varied between generations, and changed as the pandemic took its course.
While several studies have been conducted in recent weeks in hopes of understanding what consumers need during an unprecedented global health crisis, many of them seem to just reflect the obvious rather than building a more helpful framework through which to see what’s happening around us.
In contrast, Dentsu Aegis came up with a set of phases—based on the five stages of grief—to help garner more from survey respondents. Asking people which phase […] Read more