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Lockdown Unlocked: understanding consumer habits in a time of crisis

Wondering how consumer preferences and behaviours are changing because of COVID-19 lockdowns? Lockdown Unlocked, an insight community study from our consumer insight and analytics team at Sparkler, is exploring how the public is reacting to this unprecedented upheaval.

COVID-19 has affected how people work, communicate, shop, exercise and relax. Consumers are forming new routines and habits and finding new ways of doing things. Organisations need to keep up with all this change to understand what people are thinking, feeling and doing, and what they want from organisations now and in the future.

Lockdown Unlocked is navigating this changing consumer landscape, unlocking and sharing live findings that can help organisations consider how best to respond. We have a qualitative community of 40 people from across the UK telling us how they’ve been coping with their new reality through weekly video and diary tasks. We also have a quantitative, representative community of more than 1,000 people answering weekly questionnaires.

We’re using the Wheel of Life (below) to explore changes in attitude, behaviour, needs and expectations within different sectors. Scroll past the image for links to all our insights. We’ll be adding new links to different sectors each week, so keep an eye out for the latest from Lockdown Unlocked.

The Wheel of Life shows the sectors that impact the public

Health and fitness

In our first edition of Lockdown Unlocked, we profiled attitudes and practices towards health and fitness. We found that, despite being confined, we’re moving more than you might think. And that has big consequences for digital health offerings.

Discover all the insights

Food and drink

How have consumers' habits changed when it comes to shopping for food and drink? This week, we explore how people are shopping differently under lockdown, creativity is flourishing in the kitchen and people are reimagining mealtimes.

Discover all the insights

Brand communications and information needs

What do people really think of all the communications they’re getting from brands around COVID-19? Our research community has told us where brands are falling short, what they want to hear from brands and how brands can strike the right tone.

Discover all the insights

Money and finance

New financial attitudes, behaviours and needs are emerging due to the coronavirus pandemic. Lockdown Unlocked explores how financial difficulties aren’t universal, the focus on long-term financial health has increased and people are getting to grips with their personal finances.

Discover all the insights

Contact the authors

Contact the human insight team


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