The consumer’s barometer of emotionsIt is an analysis designed to give back the pulse of consumers’ emotions in real time. The analysis comes from the need for a continuous and frequent monitoring, with weekly updated data, in order to be able to follow an evolution of the Romanians’ condition, but also of the impact on consumption, on industries.
In the current context, which began with the invasion of Ukraine, decisions made on historical data are no longer relevant. Not even the pattern of a recent crisis, the one at the beginning of COVID-19, is similar.
“We created this project out of a need to be closer to consumers today.” To understand them, to be with them. The new and strong emotions that Romanians are experiencing today have a direct impact on consumer behavior “, Alexandra Caciur, Head of Data & Business Intelligence @ Digitas Romania.
The “Consumer Emotion Barometer” starts from the constant pressure factors that have existed for 2 years, their impact being already visible in the data monitored by Brand Tracker, Digital Health Index, Conversation Radar, audience monitoring studies, netnographs and other studies. carried out during this period “, Rodica MihalacheData Intelligence Lead @ Publicis Groupe.
The carousel of emotions
By January 2022, the dominant emotion was happiness. Romania had jumped by 18 places in the ranking of happiness, from 46 to 28, according to the World Happiness Report 2022. If in previous years it grew slowly (52nd place in 2018, 48th in 2019, 47th in 2020 and 48th in 2021), the jump in the last year it has been remarkable. Romania ranks firmly on the European average, with a score similar to Italy and Spain.
Starting with February 2022, when the relaxation measures brought with them a ray of hope in the collective mind, 61% of Romanians were still WORRIED of the possibility of a war in the region, according to an Ires study from 2022.
The barometer of emotions from the moment of the invasion
In March 2022, suddenly, the dominant emotion became FEAR . And not just any fear, but the fear of losing. Of the family, of the goods. Along with an uncertainty not experienced during COVID-19, because then people’s health was in their choice to stay in isolation. The unpredictability of the situation then turned fear into ANGER.
After the first 2-3 weeks of intense and polarizing emotions (they felt anger, but also showed a boundless generosity towards refugees), the spirits calmed down, the Romanians returned to their normal lives. However, there is a level of anxiety and a state of anxiety in the background ALERT.
What are the worries of Romanians today?
According to an own study Data Intelligence by Publicis Groupe, with interviews conducted between 25-26.03.2022, the sources of Romanians’ worries they come from the commercial area rather than the military area. They are related to food, utilities, gasoline.
What impact do emotions have on consumer behavior?
88% of Romanians postpone investments for durable goods and prioritize products of maximum necessity (bills, food, home care products)
How is the family budget divided today?
60% of the family budget goes to mandatory expenses, while the benchmark in the usual financial education recommendations is 50%.
What are the most vulnerable categories?
The categories that generate the highest percentage of negative sentiment in .ro in the current context are: Oil & Gas and Finance.
Where does the vulnerability come from?
In Oil & Gas, for example, price was the main reason for conversation. Even if the percentage has always been increased lately, in absolute terms the price mentions have suddenly increased.
“No matter what happens, however, we recommend that brands consider the impact of their actions in the medium and long term, because, as we saw after the first months of the pandemic, the changes in strategy in the alert phase have effects that go beyond this. phase.”, add Rodica Mihalache.
Team: Ana Blas – Business Analytics Manager, Digitas; Alexandra Caciur – Head of Data & Business Intelligence, Digitas; Rodica Mihalache – Data Intelligence Lead, Publicis Groupe; Vlad Dobrescu – Senior Web Developer, Publicis Romania.
Source: IQads by www.iqads.ro.
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