Trendwatch: Second look at consumer perceptions of retailers and brands during COVID-19

Company Opinion Based on Actions During COVID-19

The eighth wave of the ongoing weekly study by AMC Global (an international custom market research firm specializing in launch strategies and brand tracking) and OpinionRoute (a leader in insights process management) was released today. The study findings are designed to help clients and industry leaders navigate quickly changing consumer behavior during the crisis. 

This week’s study revisited the first study that was released on April 3 to look at trends in consumer perception regarding retail, consumer packaged goods (CPG) and automotive brands during the health crises. Respondents were asked the same question: “How has this company’s response to the COVID-19 pandemic impacted your feelings toward the company?” 

New results will be released on Thursdays based on the study’s weekly polling of U.S. based general population primary purchasers. 

Key findings for the week of May 18 for companies’ response to COVID-19: 

  • Retailers: Fewer are feeling more positive about CVS’s responses to COVID-19 (down from 43% from late March to 33% this week) and Amazon has an increase in more negative perceptions (11% week 1 to 20% this week).
  • CPG: Consumer perceptions of all companies are largely unchanged from late March. 
  • Automotive: Positive consumer perceptions of Tesla’s response are down since late March, from 28% to 19%.

A complete graphical representation of the data can be found here: New results and findings will be released on May 28.

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