Covid-19 has fundamentally changed the world, our habits and behaviours. How do you distinguish between consumer trends which are set for the long-term and those which will evaporate once the pandemic recedes?
Mike Ivatt and Tassos Stassopoulos discuss finding trends in an anxious and socially distanced world, using digital ethnography.
Podcast Questions
We've spoken many times about your ethnographic research in in consumer homes. How have you been able to get your insights when you haven't been able to travel? [0:40]
What have your studies shown about how people have responded to COVID? [2:48]
Through the research, you've identified three emotional states that people have gone through as a result of COVID. Can you talk me through them? [4:23]
The third part of the process is adaptation, isn't it? What does that mean? [9:06]
COVID has triggered many new habits among people and new trends have developed, but how do we know which ones are going to be here for the long-term? [11:32]
You mentioned earlier the nuclear shelters that people were investing in during the Cold War. Has there been anything similar that you've discovered during this crisis? [14:43]
What have you learned about investing during the COVID pandemic? What are the takeaway points so far? [18:17]
The views expressed herein do not constitute research, investment advice or trade recommendations and do not necessarily represent the views of Trinetra Investment Management LLP and are subject to revision over time. Trinetra is authorised and regulated by the Financial Conduct Authority in the United Kingdom.
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