The pandemic triggered more than shifts in behavior. It led to changes in how consumers see themselves.
As routines broke down, many individuals reassessed what mattered most to them—how they live, work, and connect. This shift has created new expectations for how brands show up.
Some people turned to wellness, some moved to smaller towns, and others embraced new ways of working. These changes reflect deeper identity shifts, not short-term trends. Understanding these shifts helps businesses stay aligned with the people they serve.
Research Priorities Have Changed
Before 2020, most companies relied heavily on quantitative research. Numbers felt reliable. Qualitative work was often used to provide added context.
But when the world changed, the numbers stopped telling the full story. Buying patterns became unpredictable. Survey responses felt incomplete. Teams needed research that explored lived experience and emotional drivers.
They started asking for deep interviews, cultural immersions, and other methods that provided insight into real people—not just patterns.
This led to greater demand for research methods that explore context and personal meaning, not just behavior.
Understanding Identity Creates Opportunity
People are investing more time in self-reflection. They’re thinking about who they want to be, what matters, and how their choices reflect those values. These shifts are showing up in what people buy and how they engage.
This trend includes:
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More attention to mental health and personal well-being
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Increased interest in ethical or purpose-driven brands
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New forms of community built around shared beliefs and values
This is not about surface-level segmentation. It’s about understanding the whole person.
Learn more about how MDRG uses ethnographic research to uncover deep human insights.
Behavioral Change Alone Doesn’t Explain the Full Picture
Two people may look the same demographically as they did in 2019. But years of disruption can shape entirely new mindsets, priorities, and lifestyles. Brand relationships often change alongside those shifts.
Research that only measures past behavior can miss what matters most. Identity-focused research shows how people are evolving and how their values shape decisions.
How Brands Are Responding
Many teams are rethinking how they connect with customers. They’re using approaches like:
These methods give businesses a clearer view of how people’s values, beliefs, and goals are changing over time. They also show how those shifts influence the choices people make.
MDRG’s Approach
MDRG helps organizations understand people in the context of their real lives. We combine thoughtful research design with cultural awareness to help brands understand how people are adapting and evolving.
We work with clients to:
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Observe how identity influences behavior
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Recognize early signs of change
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Build strategies that reflect lived experience
Talk with our team about how MDRG can support your research goals.
Topics from this blog: Consumer Insights Research Methods Strategy