Now, more than ever, building material and home improvement manufacturers and suppliers must understand changing customer behaviors to quickly address their needs caused by COVID-19. These sudden changes in behaviors will not go away, not even when this pandemic has passed. Affects from this crisis are expected to linger for many years to come. Shaping the way old and new customers shop, purchase and engage with brands, products and channel.

Companies that want to come out ahead are working hard to continue researching customer behaviors. They need research to re-work marketing, sales, product development, distribution and corporate planning. However, with COVID-19 many of our clients are asking if it’s socially acceptable to do research during this crisis. Below are 4 best practices you should consider when conducting research now and likely for months to come.

Reaction: Why don’t we wait until things return to “normal”?

Consideration: Things will never return to the way they were before COVID-19. Waiting to relive the past will eventually lead you to be a part of it. Building products and home improvement were already shifting to more online shopping, buying and store pick up – need we remind you of the popular word "Onmichannel." COVID-19 has only accelerated many online and technology-oriented activities in our lives. Like other market downturns, COVID-19 has also changed what is most important to customers. The sooner you research this changing market the sooner you can develop strategies to meet its needs.

Reaction: Can we wait to do this research?

Consideration: The better question is “Can your organization wait to make decisions and see results?”. Are there marketing programs, product launches, sales tactics, messaging, strategic planning that needs to happen sooner than later, or can everything be put on hold? Chances are, you need to make decisions now. Data is critical to make informed decisions given how much has changed in recent weeks. Waiting to capture information ultimately delays your results.                          

Reaction: Will DIYers and Contractors take a survey right now?

Consideration: Online quantitative field times are better than ever. Our work over the past few weeks among DIYers and Contractors has proven that fielding online quantitative research during COVID-19 is actually producing more respondents in a shorter period of time. Research on research suggests it’s impacted most of all by people being sheltered in place making them available. What might have taken 3-4 weeks to field prior to COVID-19 may take only 1-2 weeks now.

Reaction: Won’t our company be viewed negatively by asking for customers for their feedback right now?

Consideration: It’s always important to think about the subject of your research and if respondents will view the subject as a sensitive matter. DO NOT do any research if your research is in direct conflict to being compassionate towards others during a crisis. DO acknowledge the challenges many are facing with that crisis. More often than not, you will find your research objectives are not in conflict with being sensitive to COVID-19. For example – understanding shopping behaviors of today or determining which products they are purchasing today is not insensitive. Rather, it’s timely and relevant because customers also realize their behaviors have changed overnight.

Our industry has seen plenty of downturns. Like others before, some companies will bury their head in the sand hoping things go back to the way they were – ‘normal’. Others act quickly to determine how behaviors are changing, then build strategies to address needs for today and the future. You can imagine which approach results in more success.

To move forward from any crisis you must understand how it is impacting customers, both Homeowners and Contractors. Capture information specific to your product, your brand and your customer to learn how COVID-19 may be playing a role in the coming months and years. Take those learnings and develop new strategies for success.

To stay up to date on how COVID-19 is impacting DIYers and Contractors view our weekly tracker here.