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The New Playbook: Understanding Best Practices for Research, Strategy and Innovation during the Covid-19 Pandemic

Uniquely today, research can provide space for people to speak openly about their hopes and fears, and be a welcomed distraction from work, family or roommates – even a place to air their deepest concerns about global health and economic impacts. For our clients, research can serve as a unique moment in time for brands to stay connected with the people that they continually support and serve. For our strategists, internalizing the true impact and emotional toll this pandemic is having on the hardest-hit consumers can be emotionally taxing. All of this reinforces the importance of leading with empathy when pursuing a consumer-first strategy.

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