Study Reveals Americans Polarized by Recent COVID-19 Protests

While the majority disagree with the protesters message, 83% support their right to protests

April 29, 2020, Los Angeles, CA —SoapBoxSample released new data today about Americans’ views of the anti-quarantine demonstrations that took place in recent weeks across more than a dozen states in the U.S. The protests that were held in places such as California, North Carolina, Pennsylvania, Michigan, Ohio and Wisconsin, sparked a range of emotions among U.S. citizens. As part of their ongoing research initiative to measure the impact of COVID-19 on the lives of Americans, SoapBoxSample polled 400 U.S. residents from across the nation on April 22, 2020.  The data revealed that while the majority (62%) disagree with the protesters’ messages, 83% support their right to demonstrate.

The government’s handling of the COVID-19 response is shaping up to be one of the most divisive issues in American politics. Survey data from the Pew Research Center gathered prior to the COVID-19 outbreak (January of 2020) revealed climate change and gun control to be the top two issues that the American public is most divided on. Six out of ten Americans are in agreement with the statement that climate change is a major threat, and six out of ten Americans are in favor of stricter gun control. The preliminary, quick turnaround, survey data from SoapBoxSample showing that Americans’ sentiments about the protests are split by the same ratio (six out of ten) indicates that the question of when to reopen the economy may be among the most divisive topics in American politics today.

“We’ve seen an unprecedented swell of emotion from the people who participate in our research studies,” said Jacqueline Rosales, SoapBoxSample COO. “While we won’t know for quite some time if the government response to the COVID-19 outbreak was effective, we can say with certainty that the American public is passionately divided on this issue, and the repercussions from this disagreement is likely to have a long-lasting impact on the American political scene.”

To further understand American’s perceptions of the protester’s intentions, SoapBoxSample asked survey participants about what they believe to be the demonstrators’ primary message. The top three causes Americans cited as the protesters’ source of discontent include: because they want to get back to work (70%), they want their individual state economy to reopen (64%), and they believe the social distancing guidelines infringe on their rights as American citizens (52%). Additionally, SoapBoxSample asked respondents about their attitudes toward the protesters themselves. A vast majority (79%) agreed with the statement that protesters are putting themselves and others in danger, and 70% agreed with the statement that protesters are wrong and should follow government guidelines like everyone else.

Americans on both sides of the issue expressed a range of emotions in response to the question – Why do you agree/disagree with the protesters? One study participant in agreement with the protests said, “The cure is worse than the problem at this point and more people are being hurt not being able to work and losing everything they have.” Another study participant who strongly disagreed with the protests exclaimed, “THEY ARE STUPID!!!!!  45000 people are dead, more are dying daily.  You open up the economy and potentially hundreds of THOUSANDS OF PEOPLE WILL DIE.  And the healthcare workers and frontline workers suffer THE MOST!” While emotions on the topic of protests runs high, 98% said they have not participated in protests and don’t plan to.

 

Migrating Without the Migraines

What You Should Know Before Moving an In-Person Research Project to an Online Platform

By Jackie Uwins, Uwins Research

First and foremost, we hope you and your loved ones are healthy and safe during this difficult time. In recent weeks, the research industry has faced some difficult challenges. Many of our friends and clients are finding themselves juggling competing priorities in the face of great uncertainty.

With the recent developments of COVID-19, many of our clients are shifting their in-person qualitative to online. Please know, our team is here to help and be a resource for you. If you’re dealing with projects that have been delayed or cancelled, or if you’re looking for a backup plan “just in case,” we can help you keep your projects forward when being there in person is not an option. Over the past few weeks, we have successfully and seamlessly moved many in-person projects to an online platform.

If you’re looking for a solution that can replace in-person qual, but still deliver on the deep, human understanding that qual research provides, there are a variety of qualitative digital methodologies available that can be customized for each client. Webcam IDIs, digital diaries and digital ethnographies, just to name a few, are all great ways to gather deep, focused insights on your brand or category.

Broadly, there are two online qualitative approaches – asynchronous and synchronous.

Asynchronous qualitative (e.g. digital diaries, bulletin boards) are studies where the moderator interacts with respondents over a period of time, e.g. 2-5 days, but they are not online at the exact same time of day.

  • In this case, the moderator will log on daily, to a platform, during the length of the project to read through new responses, monitor participation, address notes left by clients, send follow up questions to respondents, and analyze data.
  • Typically, we over recruit by 10% to 20% to make sure we have the desired number of completes. The attrition rates will vary per study based on the study topics and the activities or length of the study.
  • A good rule of thumb for estimating timelines are it is expected that managing/moderating/analyzing this type of study will take one person about five to six hours per day.

There are multiple platforms on the market to consider. Customer Boardroom, for example, can be used for bulletin boards and journals, digital ethnographies, advisory boards, or in-depth interviews.

There are multiple platforms on the market to consider. Customer Boardroom, for example, can be used for bulletin boards and journals, digital ethnographies, advisory boards, or in-depth interviews.

Synchronous, also known as real-time or engaging qualitative (e.g. digital ethnographies, webcam IDIs, focus groups), are studies in which the moderator and respondent interact at the same time, similar to in-person qual, except remote.

    Key benefits include:

    • Reduced time, travel, and cost by streaming live directly to your smartphone, laptop or desktop computer
    • The ability to capture moment-in-time behavior
    • Anonymity for discussing personal or sensitive topics
    • Engagement with hard-to-reach audiences
    • Easier recruitment, as there are no geographic restrictions
    • The ability to replicate live focus group environment and techniques
    • The ability to share and gain insights via robust stimuli options, including live polls, dynamic imagery and more
    • Client and moderator chats through virtual backrooms

Combining synchronous with asynchronous activities is also an option. Within one project, you can set up a live focus group, and then ask people to complete a bulletin board activity in their free time as a follow up. Adding this additional element gives them more time to complete media-rich activities like uploading photos or videos.

    Whatever method you decide, we have a variety of tips to maximize engagement and success. It’s critical to:

    • Rescreen respondents as it is an additional opportunity to build rapport and set study expectations.
    • Stay on top of project management – don’t let anything slip through the cracks.
    • Be diligent in daily moderating, monitoring, and analyzing.
    • Send clients daily update emails with excerpts of the best responses and respondent clips to listen to.
    Tips for online groups:

    • Rescreen each and every respondent.
    • Ensure tech checks are conducted ahead of time (and needed software is downloaded).
    • Ensure everyone has headsets for maximum clarity and to minimize external noise (kids, sirens in NYC).
    • Ensure respondents are at home or in a private space where they can talk freely and not be interrupted.
    • Ensure respondents are connected to a computer vs mobile phone/tables when on the go.
    • Moderators will need to manage the conversations carefully to ensure no one gets left behind.
      • They will have to call on respondents.
      • Take notes, show stimulus, and be patient.
      • A notetaker/project support is highly recommended to support the moderator.

In a traditional focus group setting, it’s easy to see who is engaged and who might be falling asleep. Raised hands, nods, and smiles give the moderator non-verbal cues to help them lead the group. Some of the key features of Customer Boardroom were designed to mimic these non-verbal cues in an online setting. Live analytics allow observers and moderators to see the question results populate in real time, like raised hands in a focus group. Respondents’ progress through the study is visually displayed, so moderators can quickly see if anyone is left behind. They can send a private direct message to respondents to find out if they need assistance. Observers can also send messages to moderators that are invisible to the group, like passing notes.

Experienced researchers know that the best insights can come out of spontaneous moments. Keeping a conversation fluid and allowing it to deviate from the topic at hand can sometimes yield the best results. Our research staff has a strong background in both qualitative and quantitative research methods. We can help you design your study guide and questionnaire so that your group stays on track while exploring different avenues. We can make recommendations about which question types work best, or which areas should be left open for discussion.

Our hope is that the current health concerns will be laid to rest quickly, and the researchers who specialize in face to face research can go back to their normal routines. In the meantime, we can help you conduct your studies online, so your projects stay on track, and your clients get the insights they need.

About the Author

Jackie Uwins, an expert in Qualitative Research, has worked in this field for 17+ years. She designs, executes, and provides actionable insights for countless complex qualitative studies, and built a reputation for seamless project management. She has an innate ability to connect with people, enabling her to easily uncover emotions and motivations that lie beneath the surface, and bring beliefs about brands and customer experience to light. Even after moderating 4000+ focus groups, ethnographies and other in-person and online research methods, she still finds every new encounter a fresh opportunity for insight. Her experience spans a wide range of industries from retail, CPG and food service to entertainment, automotive and fashion. Her degrees include a BA and MA in psychology and communication from the University of Southern California.
jackie@uwinsresearch.com, (818) 261-5016

How Business Leaders are Handling COVID-19 Disruptions

As the COVID-19 pandemic continues to keep families homebound and non-essential businesses shut down, business leaders have been forced to make some tough decisions. We polled business leaders from across the U.S. to find out what measures they’re taking and how they’re feeling about the future.

At SoapBoxSample, we’ve been conducting research aimed at understanding American’s attitudes, perceptions and awareness of COVID-19, throughout every phase of the pandemic.

We recently surveyed 201 business leaders (including owners, managers, and sole proprietors), April 2 – 3, 2020, to learn how COVID-19 has or will affect their businesses. Among key findings, 80% of respondents said they had to make changes to the salary, employment status or daily operations of their business due to COVID-19. Among those who said they had to make changes, 52% noted that the most affected change was to their daily operations. Emotions expressed in the survey ranged from fear to anger to hope.

“Depending on how long the pandemic lasts, it could destroy our business in totality.”

“Until the restrictions are lifted, I can’t open the business again. The business had only been in operation for 6 months when the virus started, so it will be difficult to start up again. Lack of funds will be the biggest difficulty.”

However, not everyone had such a grim view. Some business owners are looking at it from a positive perspective, and some noted their opportunity to capitalize on this unique moment in history and strategize for the long term.

“I am a motion graphic artist so I believe the affects will be positive. More companies now will see the value in having their operations be more virtual and my skill set will help with that.”

“In the long term, my company will be larger. I am buying distressed businesses and will profit from many aspects of the crisis.”

A subsequent SoapBoxSample poll fielded April 2 – 3, 2020, measured Americans’ perceptions of when the world would “get back to normal” after COVID-19. Among 409 US residents, 59% said between 1-6 months, while 19% think it will be a year or more. Some of those surveyed expressed more uplifting sentiments about the future.

“I think once everything is contained we can go back to normal and this experience overall will make us all more aware and will have a positive impact in the sense that we will all be more careful.”

“We, as a nation, will overcome this, just as we did other catastrophes, such as 9/11.”

To learn more and read other research in our COVID-19 series, visit https://www.soapboxsample.com/blog/.

COVID-19 May Affect Drivers of US Cannabis Consumption

Research from SoapBoxSample Reveals Cannabis Consumers Willing to Forgo Cannabis if Shortages Arise during COVID-19

March 30, 2020, Los Angeles, CA — Research firm SoapBoxSample released new data today from their ongoing CANNApinion Poll research initiative. The survey of 1,000 US cannabis consumers, fielded March 21 – March 24, 2020, focused on how the recent COVID-19 outbreak may be affecting cannabis consumption habits. While some report that they are consuming more cannabis as a way to relieve stress and anxiety, others say that they are consuming and purchasing less because they want to avoid going out in public to make their purchases (36% of those who report consuming less cannabis).

About half (51%) of those surveyed say they are somewhat or very concerned that their personal supply will run out during the recommended quarantine. A majority of respondents (68%) agreed or strongly agreed with the statement: If I run out during this time, that’s ok, I can live without it. When asked what they would do if their supply ran out, 55% said they will abstain and go without. These stats may indicate that there are a number of recreational cannabis consumers in the US who are not concerned about the possibility of having to forgo cannabis if their supply runs out, suggesting responsible consumption habits overall.

“In an emerging industry like cannabis, consumer habits are still in the beginning stages of development, and the cultural changes caused by COVID-19 are likely to have long lasting, or permanent effects within the cannabis industry.” said Jacqueline Rosales, COO of SoapBoxSample/icanmakeitbetter. “Perceived shortages, disruptions to family life, and changes at the dispensary can all significantly impact the choices consumers make.”

COVID-19 may be impacting consumers’ product choices, spending, and shopping habits, but this research suggests the pandemic may also affect the underlying reasons that drive cannabis consumption. Of those who said they were consuming more cannabis than usual since the pandemic, top reasons include stress relief (60%), to ease anxiety (57%), to ease fear/panic (34%) and as a way to cope with cabin fever (34%).

Among respondents who obtain cannabis through legal dispensaries, 57% have noticed changes in stores. Those who noticed changes reported seeing social distancing practices (50%), dispensaries offering online and pickup orders (41%), budtenders wearing gloves (33%), and hand sanitizing stations (39%). Consumers are also noticing changes to cannabis delivery services. Among respondents who obtain cannabis through legal delivery services, 45% have noticed changes. Of those who noticed changes to delivery services, 41% have experienced longer wait times for deliveries, items out of stock (38%), and delivery drivers wearing masks (38%).

To qualify for participation in this study, respondents must have consumed cannabis in the last 90 days and indicated their awareness of COVID-19. SoapBoxSample conducts bi-monthly surveys of cannabis consumers, designed to measure the cannabis ecosystem, including product preferences, purchasing habits and lifestyle trends. To learn more about cannabis research visit soapboxsample.com/cannabis.

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SoapBoxSample Releases Data on COVID-19’s Impact on Americans’ Daily Lives

Research study reveals an overwhelming number of Americans have financial fears as a result of COVID-19.

March 19 , 2020, Los Angeles, CA — Research firm SoapBoxSample announced today, the release of the third part of their ongoing series of polls on COVID-19. The most recent poll, conducted by SoapBoxSample continues to monitor the public sentiment during the Coronavirus pandemic.  Over the coming weeks SoapBox will continue to measure changes in public sentiment and understanding, and make the data publicly available. The goal of this initiative is to promote awareness of the virus, thereby enabling the public to make responsible and informed decisions.

The third survey focused on the cancellation of events, changes to routines and the grocery shortages Americans now face.  Results from this survey revealed that every respondent asked (100%) is aware of cancellations due to the Coronavirus outbreak.  The vast majority (87%) at least somewhat agree that cancelling events due to Coronavirus is a smart move, and they support these decisions.

When it comes to daily routines, many respondents are sticking to their regular habits, but are eating at restaurants less (66%) and are washing their hands more (59%).  This may be due to the already high number of respondents using grocery delivery (71% are having their groceries delivered, same as before the outbreak) and food delivery services (69% are using services such as GrubHub, Postmates, UberEats, again same as before the pandemic).

“These are unprecedented times we’re living in,” said Jacqueline Rosales, COO of SoapBoxSample and icanmakeitbetter. “Understanding they ways this pandemic is impacting Americans daily lives allows us better understand and address the fears and assure our communities that we’re all in this together. Our goal is to provide insight on a consistent basis to help combat fear with information.”

The third in a series of SoapBoxSample’s polls on COVID-19, this study was conducted March 17 – 18 with 400 US residents (yielding a 95% confidence level, +\-5% margin of error) and focused on Event Cancellations, Impact on Daily Routines and Changes at the Grocery Store.  Perhaps unsurprisingly, the vast majority (90%) of respondents have noticed changes their local grocery store since the news of the spread of Coronavirus. The majority of these changes revolve around the lack of products, with nearly 94% finding empty shelves, 82% noticing a limited supply of items and longer lines (61%) and more crowds (53%).

As the situation surrounding COVID-19 continues to evolve, the American public will be exposed to a myriad of news reports. Taking the pulse of the American public to understand what information they are retaining, and whether that information is accurate, is crucial to the US containment strategy. SoapBoxSample seeks to assist with keeping the public safe and informed, by providing this data to the public at no cost.

Parts 4 and 5 will follow in the coming days. To receive ongoing information and stats, please follow us on LinkedIn, Facebook or Instagram.

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US Residents’ Reactions to Government Response and Financial Implications to COVID-19

SoapBoxSample Releases Data on US Residents’ Reactions to Government Response and Financial Implications to COVID-19

Research study reveals an overwhelming number of Americans have financial fears as a result of COVID-19.

March 18 , 2020, Los Angeles, CA — Research firm SoapBoxSample announced today, the release of the second part of their ongoing series of polls on COVID-19. As families across the US are in the midst of self-isolation, at home quarantine, remote education and employment, SoapBoxSample launched a comprehensive research initiative designed to monitor public sentiment in the wake of the life-threatening Coronavirus.

The second survey focused on the government’s response and reaction and the financial implications of the COVID-19 pandemic.  Results from this survey revealed that just over half (51%) of Americans are somewhat or very satisfied with the government’s response to the Coronavirus outbreak.  Over the coming weeks SoapBox will continue to measure changes in public sentiment and understanding, and make the data publicly available. The goal of this initiative is to promote awareness of the virus, thereby enabling the public to make responsible and informed decisions.

“Information is changing daily,” said Jacqueline Rosales, COO of SoapBoxSample and icanmakeitbetter. “We know our staff, clients, friends and family have many concerns from health to financial impacts. Our goal is to continue providing insight on the thoughts of the American public in order to be a small part to help identify and eliminate the knowledge gaps that could potentially lead to unintentional spread of the virus.”

The second in a series SoapBoxSample’s polls on COVID-19, this study was conducted March 16 – 17 with 401 US residents (yielding a 95% confidence level, +\-5% margin of error).   This wave focused on Government and Finances.  Overall, the government was found to be doing a good job (rating of 4 or 5) as it relates to providing information in a timely manner (49% rating of 4 or 5), stressing the serious nature of this outbreak (49% rating of 4 or 5) and communicating ot the public (47%).  However, the largest segment of respondents rated the government a 1 or 2 (needs improvement) when it comes to factors related to the emotional effecs of the outbreak with 49% stating the government needs improvement in helping people feel calm and preventing public panic.

When asked about the financial impact of the pandemic, nearly all respondents (93%) are aware of the impact Coronavirus has had on the world’s financial markets.  An overhwhelming 64% either have lost money or are worried about the amount of money they’re losing in the market plunge.

As the situation surrounding COVID-19 continues to evolve, the American public will be exposed to a myriad of news reports. Taking the pulse of the American public to understand what information they are retaining, and whether that information is accurate, is crucial to the US containment strategy. SoapBoxSample seeks to assist with keeping the public safe and informed, by providing this data to the public at no cost.

Parts 3 and 4 will follow in the coming days. To receive ongoing information and stats, please follow us on LinkedIn, Facebook or Instagram.

For more information about icanmakeitbetter and Customer Boardroom, visit icanmakeitbetter.com.