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In times of crisis it’s very easy to get caught up in the stress of the unknown. When emotions are running the show, it’s important to take a step back and look at data that can help clarify what your next steps should be. So, what is the research telling us about consumers right now? And how can we use that information as Self-Employed business owners?

Consumers are feeling more stressed, anxious, and overwhelmed than ever before. So if we can break down the data of how people are currently consuming, we can better understand how emotions are driving purchasing, how people’s values have shifted, and, thus, how we can present what we do to realign with our customer’s new values and needs. It is possible to achieve a level of clarity through all of this, and self-employed business owners are the ones most likely to come out on top during this difficult time.

To dive deeper into connecting with consumer emotions I’ve brought on researcher and author, Anne Bealle. Anne E. Beall is the CEO and founder of Beall Research, a strategic market research firm in Chicago, Illinois. Previously she was at The Boston Consulting Group (BCG) conducting large-scale, complex strategic studies for Fortune 500 companies.  She has written and published seven books including: Strategic Market Research: A Guide to Conducting Research that Drives Businesses, (now in its 3rd edition), Reading the Hidden Communications Around You: A Guide to Reading Body Language in the Workplace and Cinderella Didn’t Live Happily Ever After: The Hidden Messages in Fairy Tales. Anne received her M.S., M.Phil. and Ph.D. degrees in Social Psychology from Yale University. 

Learn how to capture and act on what consumers are currently feeling, by downloading this episode now.


“Right now emotions are running the show.” - Anne Beall

Highlights -

    • Emotions drive purchasing.
    • Almost half of consumers are worried and stressed, a third are feeling isolated, and almost 40% are anxious. 
    • Consumers want to hear motivational messages. 
    • Offering exclusive hours for at-risk groups makes consumers feel included.
    • People have shifted to valuing their families and homes more than ever before. 
    • Small businesses are going to need to address how values have changed. 
    • People are being a lot more thoughtful about what they purchase. 
    • There are a lot of different reactions towards the current crisis, so businesses are going to need an added sensitivity to navigate all of the experiences. 
    • You have to know what you stand for- and then truly stand for it. 
    • The businesses that both SAY things and DO them are the most successful.

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