In this episode, Janelle Estes, formerly with UserTesting, talks with CEO and Founder of Motivate Impact, Mona Patel, on messaging and brand during the COVID-19 pandemic.

Together, they delve into the nuances of how brands have navigated these tumultuous times, offering both successful strategies and missteps.

They explore the complex relationship between consumer behavior, brand messaging, and the impact of the COVID-19 pandemic on both.

Understanding consumer behavior

Mona shares insights from a recent study on why people made irrational purchases during the pandemic, such as hoarding toilet paper. The findings reveal that these decisions were driven more by emotional needs and fears rather than rational choices.

"You can’t really ask people what they’re going to do in the future," Mona said. "What you can do is understand how their brain works, how humans work in general, and then use that as a framework to predict what people will do because certain needs are being met, certain pain points are being resolved."

Brand responses to the pandemic

The discussion shifts to how brands have communicated during the pandemic. Both Mona and Janelle share findings from their respective studies which involved analyzing consumer reactions to brand messages. Key observations include:

• Consumers respond positively to brands that show genuine empathy and support rather than overt commercial interests.
• Effective brand engagement now requires addressing real consumer needs, offering meaningful interactions, and maintaining transparency and authenticity.

Specific brand examples

Several examples are cited to illustrate how some brands have successfully navigated the challenges of the pandemic by adapting their services and messages:

• Domino's Pizza introduced contactless delivery, which resonated well with consumers.
• State Farm and Geico offered premium refunds, acknowledging that people were driving less.
• Uber received mixed reviews; their campaign thanking people for not riding was well-received, but there was criticism about how they were supporting their drivers.

Long-term brand strategy

Mona and Janelle discuss the importance of brands re-evaluating their core values and messaging strategies in light of changing consumer expectations. Brands need to demonstrate their relevance and value in consumers' lives more convincingly than ever.

The episode wraps up with a reflection on the critical need for brands to listen more to their customers to stay relevant. Both hosts emphasize the importance of adapting messaging strategies to meet the evolving expectations of consumers, who are increasingly scrutinizing the authenticity and impact of brand actions.

Episode links:

• Alaska Airlines case study: This page details how Alaska Airlines used UserTesting to gather insights and adapt their customer experience during the COVID-19 pandemic. They implemented nearly 100 safety-related initiatives based on user feedback, which helped increase brand loyalty.
• Skyscanner case study: This page highlights how Skyscanner utilized UserTesting to understand traveler behavior and adapt their messaging during the pandemic. They combined data science with qualitative insights to navigate changes in the travel industry and improve brand perception.
• Startup's guide to user feedback: This resource explains how startups can leverage user feedback for various purposes, including testing brand messaging. It emphasizes the importance of understanding customer needs and perceptions, especially in times of change.
• Messaging comprehension test template: This page provides a template for testing and validating brand messaging. It helps ensure that the messaging resonates with customers and avoids confusion, crucial for effective communication during the pandemic.
• Customer perception and brand testing: This resource discusses the importance of brand testing to understand and align customer perceptions with brand identity. It includes methods for testing brand awareness, association, perception, and consistency.