This year, we have expanded our study to enable dynamic tracking of the impact of COVID-19 on the EMOTIONAL drivers of consumer decision-making, brand affinity, and media content consumption. We will offer participants a clear, measured line of sight into how the DNA of their brands aligns with consumers’ new emotional priorities – and what they should do now and later to stay relevant in a post-COVID world.
LEARNING PLAN CLOSE UP
Quarterly waves provide real-time data on the evolving emotional impact of COVID-19 on your consumer, category, and brand
2019 Baseline Wave
Where your consumer WAS
coming out of 2019, including 150 emotional drivers of consumer decision-making drawn from our 2019 Passion Points™ Study
Kids
Gen Z
Millennials
Gen X/Boom
2020 Spring Wave
Where your consumer IS
in the heat of the COVID-19 crisis and which of their trending emotional priorities they connect to your brand, property, or platform (available now)
Kids
Gen Z
Millennials
Gen X/Boom
2020 Summer Wave
Where your consumer WILL BE
as the crisis matures and leading-edge indicators of its long-term imprint on the emotional DNA of your consumer and drivers of your category
Kids
Gen Z
Millennials
Gen X/Boom
2020 Winter Wave
The new normal
With COVID-19 in the rear-view mirror, a quantified portrait of your consumer of the future, and which of your brand or platforms’ assets are most capable of driving relevance and growth
Kids
Gen Z
Millennials
Gen X/Boom
OUTPUTS
& APPLICATIONS
Category close-ups produce a foundation on which emotionally relevant messaging, content, and product strategies can be built throughout the COVID-19 crisis and beyond
EMOTIONAL IMPACT OF COVID-19
Snack Consumers’
New Emotional DNA
Tracks COVID-19’s impact on your target’s emotional DNA vs. 2019, and how it is evolving among snack consumers through 2020 for:
- Kids
- Teens
- Millennials
- Gen X/Boomers
Snack Category’s
New Emotional Drivers
Identifies trending emotional drivers of snack decision making during the COVID-19 crisis, and your category’s new normal as it ends.
- Ascendant category Passion PointsTM
- Descending category Passion PointsTM
Your Brand’s
New Emotional Assets
Reveals which of your target’s new emotional imperatives they connect to your snack brand as a guide to more relevant:
- Messaging
- Content
- Product
BEHAVIORAL Outcomes
Your Consumer
New Habits
Quantifies shifts in the daily activities of your target across six categories:
- Family
- Parenting
- Societal
- Financial
- Political
- Community
Your Category
New Behaviors
Identifies reported behavioral shifts in snack consumption during the COVID-19 crisis and in a post-COVID-19 world:
- Doing more of
- Doing less of
- Doing the same
Your Competition
New Brand Heroes
Identifies the snack brands that best embody your target’s emotional and rational needs today as a success model for your brand.
- Snack Hero #1
- Snack Hero #2
- Snack Hero #3
INVENTORY OF CATEGORY CLOSE-UPS
Additional categories available on demand.
| MEDIA | CONSUMER PRODUCTS | ||||||||
| CATEGORIES |  Linear TV |
 SVOD |
 User Generated |
 Social Media Platforms |
 Kids Content |
 Toys & Games |
 Snacks |
 Beverages |
 Restaurants |
| Category Emotional Drivers* Quantifies 34 emotional priorities consumers connect to your category and which are trending up or down during COVID-19 |  |
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| Emotional Assets of Your Brand Identifies which of your target’s new emotional imperatives they connect to your brand or property as a guide to more relevant messaging, content, or product strategy | With Study Sponsorship or Add-on |
With Study Sponsorship or Add-on |
With Study Sponsorship or Add-on |
With Study Sponsorship or Add-on |
With Study Sponsorship or Add-on |
With Study Sponsorship or Add-on |
With Study Sponsorship or Add-on |
With Study Sponsorship or Add-on |
With Study Sponsorship or Add-on |
| Behavioral Shifts Tracks increases and decreases in 18 category behaviors impacted by consumers’ new emotional priorities | |
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| Brand HeroesIdentifies the brands or properties consumers feel are best delivering on their emotional and rational needs during the COVID-19 crisis and beyond | |
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| Audience Close-Up Data cuts available isolating heavy users and lovers of your category or typing tool for your growth consumer | |
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TWO WAYS TO PARTICIPATE
Subscribe
All the benefits of subscription plus custom inclusion in our next wave to include:
Your Consumer: Apply your custom typing tool to produce data on your specific growth consumer
Your Category: Quantify the new emotional drivers of your category
Your Brand: Identify your brand’s emotional edge in a post COVID-19 world
Sponsor
Immediate access to our quarterly COVID-19 Passion PointsTM tracking studies, including:
- Kids, Gen Z, Millennials, and Gen Z/Boomers breakouts
- Category close-ups for media, entertainment, food, health, restaurants
- 13 countries • 2019 Baseline data, to anchor new findings in the pre-COVID-19 world
