Changing touchpoint influence and relevance as a result of the pandemic

This research looks at 36 touchpoints for 18 non-alcoholic drinks brands through a methodology that evaluates the relative influence of each touchpoint.

From a consumer perspective, while the COVID-19 pandemic is transforming the pattern of people’s day-to-day lives, its most profound medium- to long-term impact will be to accelerate key trends that are not new. This will include evolving consumer preferences, changing behaviour patterns and shifting touchpoint relevance and influence.

In this article, informed by the latest research, we explore changing touchpoint influence and its effective reach. We also share insights into the impact of the pandemic on channels, using the example of soft drinks. 

We bring rigor to this through consistent “voice-of-the-consumer” based metrics that apply across all touchpoints with brands...

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