The role of longitudinal studies in understanding consumer behavior in times of disruption with Shira Horn

In this episode of Now that's Significant, we were joined by Shira Horn, Executive Vice President at AMC Global, a boutique custom research firm that specializes in product launch, and all facets related to product success. Today we talked about the critical role market research plays in helping organizations track and understand consumer behavior, especially in times of crisis. We had an overview of the work in which AMC Global is currently engaged, including the primary research they facilitated with the help of OpinionRoute. Shira shared some insight into the practices and methodologies they used in the study, and the reasons why they decided to make the findings of that study open to anyone who wants it. We talked about some of the key findings from the study, such as tech adoption, beverage consumption, environmental impacts, corporate responsibility, and the gift that keeps on giving that is supply chain issues. We touched on and shed some light on why it’s important to keep an eye on changes in consumer behavior. And finally, we gazed into the crystal ball to see what could be instore for the market research sector in this post-pandemic world we are either in or at some unknown point in time will enter. Enjoy the show