For all businesses, especially consumer-facing ones, 2021 was (another) year of bewildering change. To measure the evolving consumer mindset, EPAM Continuum launched Consumers Unmasked — a year-long study, across four touchpoints, into the changing shape of customer attitudes and behaviors.
In Consumers Unmasked, we answer the questions:
- What new habits were formed during the pandemic? Which will stick or grow in prominence? Which will fade?
- How will consumer behavior play out during what will inevitably be another year of change? What’s driving that behavior?
- Why are consumers acting as they do? What’s influencing their choices? What’s concerning them?
In this second stage of the report, we’ll share the results of our quantitative survey. We studied more than 3,000 shoppers to pressure test the insights we gained from the first qualitative Consumers Unmasked report on a broader scale and explore how the bigger picture is developing. With the help of industry experts, this report digs deeper into these findings, breaking down what this means for business and providing recommendations to help retailers respond.
If you are a marketing, innovation or customer experience officer, this study is for you. It will help you learn more about evolving consumer needs and interests and what you need to do to stay aligned with your customers.