Last month, we discussed the shifts we’ve seen with Building Product and Home Improvement brands, with over 60% of residential contractors surveyed stating they have tried a new brand in the past 2-3 months. This month, we look at shifts in channel behavior due to contractors’ changing needs and the impact of COVID-19.
Qualitative methods involving in-person experiences include focus groups, retail shop-alongs and in-store intercepts. During these unpredictable times of COVID-19, all travel and face-to-face interactions have ceased. What does this mean for qualitative research?