Industry findings provide unique insights into how a category has performed during COVID and what effects the pandemic has had on emotional connections and consumer behaviors and attitudes. Discover archetypes that matter most; draw connections among frequency, usage, and economic equity; and learn how competitors within the same industry differ.
On average, industry performance during COVID increased 7 percent compared to our previous study. Average Quotient Scores rose from 31 to 38.1. This indicates consumers are connecting with brands more emotionally during the pandemic.
Brands that embrace or enable consumers’ widespread use of smartphones are more intimate than those that don’t. The rise of access brands like Verizon and AT&T is notable in this regard.
While archetype performance did not change significantly overall, one notable finding is the increased importance of fulfillment, which we define as exceeding expectations and delivering superior service, quality, and efficacy. During times of uncertainty, consumers want brands they can count on.