Sponsor Impact report The pandemic and its uneven eects, and then the cost-of-living crisis, are just making this worse. More and more people will be forced into debt, and they will look for someone to blame. In this gloomy, and frankly frightening, context, high-quality insight into public attitudes will be essential. After a bounce in positivity following the worst of the pandemic, a lot of people are now very worried about what the future holds. Ipsos research found that nine in 10 (89%) Britons are concerned for the country as a whole, while 83% are worried about the impact on themselves personally. Eight in 10 (79%) are concerned about the eects it will have on people in their local area. Overall, consumer confidence has taken a hammering. GfKs consumer confidence barometer fell to -40 in May, from -38 in April, the lowest level since the survey began in 1974. That means consumer confidence is weaker than in the darkest days of the global banking crisis, the impact of Brexit on the economy, or the Covid-19 shutdown. With many people now trepidatious or actually struggling, brands and organisations of every kind must ensure they are in tune with the mood so as not to alienate or oend. That calls for a clear understanding of how the COLC is developing globally, nationally and even across dierent UK regions. Successful navigation of the crisis requires insight and sensitivity in abundance. Many people are having to cut back, and some are having to tighten their belts much more severely than others. Brands should be aware of the psychological toll this is taking on our community, both locally and in a wider sense. Delivering real-time tailored insights in a crisis The rapid changes to consumer When its the former, projects can delighted with how user-friendly the platform is. sentiment and behaviour prevalent be launched within minutes. At a time since the beginning of the pandemic, when everyone is keeping a close eye and now exacerbated by the on budgets, the ability to drive provide support for more complex swiftly evolving cost-of-living crisis, efciencies by speeding up the time projects if required. Its not a case of have shortened research timeframes. to insight is very important for agency us saying, heres our technology, Understandably, clients do not and clients alike. good luck. If you need us or want to Our expert team is also available to focus on other added-value tasks, want to make decisions on the The seamless integration of our basis of insight that is outdated, consumer panel means Toluna Start we are there to share our knowledge or not entirely relevant to their can deliver insights in real time, and help unearth the answers you particular requirements. rather than having to wait for days or are looking for. Toluna Start, the industrys rst weeks. Moreover, the platform works Given that Toluna Start provides end-to-end, real-time consumer for everything from quick-turn on-demand access to 40+ million intelligence platform, speeds up research to highly complex projects. consumers across 70 markets, it can the time to insight dramatically. Partnering with Toluna means we be used to generate a global view, or With a single log-in, insight can deliver robust insight to our to drill down into whats happening in professionals can perform clients faster than weve ever been specic markets. As the cost-of-living quantitative and qualitative research, able to before, says Cat Harwood, crisis bites, brands and agencies will anytime, anywhere either through from market research agency need to keep their ngers on the self-service solutions or through Two Ears One Mouth. Being able to pulse to stay competitive. custom research programmes built script and launch ourselves means with the help of our research and that we can work swiftly to turn service experts. around projects and weve been Jamie Clarke, director, market research, Toluna 28 Impact ISSUE 38 2022_pp20-29_Report.indd 28 22/06/2022 15:32