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Marketing Research: What to Run and What to Pause During Unpredictable Times

Updated: Jun 4, 2020

By: American Marketing Association


A guide to evaluating appropriate research methods during a time of crisis


Research is an important component of any marketing effort. And in these times of shifting consumer behavior, it’s more important than ever to keep your finger on the pulse of what your customer perceives about your category, products and competitors. We will come out of this, and when we do, the research you have maintained will have you well-positioned to address your customers and marketplace.


While it may not be practical to conduct the full range of market research given the rapidly changing buying landscape and uncertain time horizon for getting fully back to business, there is essential research you should be running right now. The most important thing to keep in mind, though, is that any research efforts undertaken now should be led with empathy for the participants and sensitivity to the current situation. Here’s how to determine what research to run and what to pause.


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