Journal – September 2020: If ever there was a time to know who your customer is – this is it!

During this period, Rakuten Insight has conducted various research in APAC, UK and the US to compare how people are responding to the corona virus pandemic.  We have been publishing our key learnings, and identifying how consumer behavior is changing, as countries started to emerge from lockdown, whilst giving our opinion on the Next Normal.


This has included insights from our COVID-19 Impact report, think-pieces about the current status in Japan alongside regular short surveys among our 12 proprietary Asian panels.

Throughout this report, we summarize the key takeaways we found across our own surveys or through our partnership with some highly trusted consultancies, while looking back at spring/summer 2020 milestones:

  • Importance of local advice to understand the local cultural framework the consumer is surrounded by in order to ensure that products, services and brands resonate with the consumer.
  • The increased importance of localism (buying local, sourcing local, etc.).
  • The dimension of M-Commerce as opposed to eCommerce.
  • The confidence in social media influencers in more developed markets compared to less developed ones.
  • The reality of working from home and many more.

  • Download your copy here!


    Coming up!

    The next survey will focus on the Next Normal for consumers in APAC, UK & US. Which habits have been continued, which behaviours are envisaged to be long term and which ones will be forgotten once the world emerges from COVID 19 into the Next Normal.


    Our latest reports will be shared on our website and social media channels, so follow us for updates!

    Related Articles: Impact of COVID-19 on consumer behaviour

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