CASE STUDY

COVID-19 emotional response-based segmentation for a QSR

Objectives

Identify key segments of consumers who have different emotional reactions to the pandemic
Use these segments to identify how to message to different groups during the pandemic and as life returns to normal

1,800 people completed the quantitative survey regarding the impact of and coping with the COVID-19 pandemic, and attitudes and consumption related to QSRs

The research identified groups of consumers based on their perceived health consequences and the impact of the COVID-19 pandemic on them
The segmentation changed the way the client thinks about the market
The segmentation was quickly and widely adopted by the organization to drive messaging strategy from the height of the pandemic through its decline and society’s return to normal life
Client was better able to target promotions and drive-thru versus in-restaurant services