Sponsor Impact report Covid-19 pain-points are an obvious area for focus. videoconference focus groups and long for a return to Theres a need for granular insights in the healthcare face-to-face partly as a way of sense-checking other and education markets, for example sectors in which methodologies in different markets the rise of Zoom global trends are filtered heavily by local infrastructure has broken down some barriers between localities. and sentiment. The changes wrought by the pandemic are also forcing providers in those sectors to change Same, same but different more rapidly. Everyone we spoke to for this report talked about the Khan says the pandemic accelerated Pearsons digital risk of using points scales for quant across different transformation. All the products in our digital markets, and trying to contextualise scores against roadmap had to be brought forward, and that meant national norms. (In China, middling scores are positive; we needed to test the appetite for online learning much in Indonesia, everyone loves everything.) more keenly in the wake of the pandemic. At the same Its particularly important for large global brands time, we also had to shift with a set idea of how they to almost exclusively online approach their brand equity or new research and that kind product development studies, of pivot leaves you with according to Abulafia. The Having a local panel provider a bunch of questions alternative is to develop a more means you can get speed into about methodology. organic approach, so that the those projects without While some clients, like question set allows you to sacrificing quality of insight Khan, have doubts about reflect local nuance. It might be as 26