Qualtrics research reveals response during COVID-19 is having a great impact on brand trust

Brands and marketers have been working on future marketing, brand and ad campaigns during the current COVID-19 pandemic. In a study conducted by Qualtrics, a majority of respondents agreed that brand actions during this crisis had had a major or significant impact on brand trust. 

The Qualtrics research was based on 310 responses from across Hong Kong conducted between 28 May to 6 June. Sixty one per cent of respondents said brand actions during this crisis had exerted a major or significant impact on brand trust, while only 1% said brand actions had provided no impact at all. 

The study also identified key actions that brands and marketers should have taken. More than 70% of respondents believe it’s important for brands to take care of their customers and not to take advantage of the crisis to maximise profits; 69% also said demonstrating care for employees was an important action. 

Asked what behaviours had increased trust during the crisis, 43% of respondents said giving back to the community had been the top attribute. Maintaining reasonable pricing and not taking advantage of the crisis to maximise profits came second (both 41%); followed by care of employees (33%).

However, providing messages of hope and optimism, and going above and beyond safety standards and recommendations didn’t help much (both 10%).

“With the financial impact of the pandemic still uncertain, peoples’ priorities are shifting. In this new normal, we expect consumers will turn to brands they are familiar with, which they trust, and whose qualities align with their own,” said Lisa Khatri, brand experience and research lead for Qualtrics in Asia Pacific and Japan.

“Having high levels of trust means consumers can feel confident in choosing to engage with your brand. That’s why the businesses that successfully navigate this new reality will do so by keeping a real-time pulse on market behaviours and perception, and by identifying the brand qualities people value most right now.”

The study also examined brand communications. The top messages respondents had wanted to hear were: how did businesses respond to the crisis (61%); information on products and services (59%); sales and promotion emails (39%); and how did they treat employees (31%).

Findings in the Qualtrics study also revealed how consumers had wanted brands to communicate with them, highlighting a strong preference for digital platforms. 

WhatsApp was the most preferred communication channel (54%) followed by email (50%), online media (36%); and mobile apps (33%). Social media channels were the least favourite with only 2% of respondents hoping to be reached through Twitter, while Instagram was 4%, Facebook and TikTok both at only 7%.

“Businesses need robust and agile platforms empowering them to listen to the expectations and needs of customers and employees in real-time, and then take meaningful action to engage them in the ways and moments that matter most. This approach actively demonstrates the value brands bring to keep consumer attention in rapidly changing markets,” Khatri said.

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