In light of our evolving world, there is immense value in understanding the ‘new normal’ that is taking shape around us, especially for the Next Generation of consumers. Now more than ever, we have an opportunity to adapt our research savviness and innovate the ways in which we reach and connect with consumers. 

Behind the Mask was an initiative taken on to provide our internal team, clients and partners a front row seat to understanding how this time during the COVID-19 pandemic has impacted and changed the Next Gen. Our goals for this research were to:

• Understand how the new normal has influenced new or changed thoughts and behaviors.
• Dig into their emotional journey and the impact it has had on their outlook for the future.
• Learn how these changed behaviors and heightened emotions will impact their perceptions and drive expectations for brands and business moving forward.

Additionally, because we will be behind the screen for a while, we took advantage of the opportunity to beta test a variety of virtual methodologies to continue innovating the ways in which we communicate with respondents in the research world.

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