Qualitative Research Consultants Association (QRCA) - QRCA Views Magazine, Winter 2020

The questions swirl around in our heads: How can we avoid putting ourselves and our families in harm’s way? What are the psychological impacts on our children of being cordoned off from their friends? Will I lose my job and the health insurance that comes with it? We need anchors in this chaos, and it may seem a lot to ask a brand to be one of those anchors, but brands can be stabilizing influences in people’s lives if done correctly. Reassuring words and imagery in an eye-catching ad are not going to cut it alone in this brave new world unless they By Jeff Dubin n Owner, Dubin Marketing Strategies n Princeton, New Jersey n jeff@jeffdubin.com WE’RE HERE FOR YOU: WALKING THE TALK IN THE AGE OF CORONAVIRUS O ne of our core activi- ties as qualitative researchers is uncover- ing customers’ needs and identify- ing which needs our clients and their products can meet. However, COVID-19 has reshuffled the needs deck and brought to the fore safety needs that are toward the bottom of Maslow’s famed hierarchy of needs pyramid. While other needs are still important, for many people safety is the one that stands out once their basic physiological needs are met, which sadly can be an issue too these days. Our lives are riddled with uncertainty now as the scien- tific community continues to learn more each day about what is, as the name says, a novel virus. 32 QRCA VIEWS WINTER 2020 www.qrca.org n TRENDS n