UNDERSTANDING CHANGING

CONSUMER BEHAVIORS
Part 1: COVID-19 Digital Ethnography

1
JOIN US ON OUR LEARNING JOURNEY
We’ve tackled the uncertainty head-on and embarked on an entrepreneurial, multi-method learning
journey. Our goal is to keep a real-time pulse on the ever-changing behaviors of consumers during today’s
new “shelter at home” reality. This report highlights findings from the first part of our journey, a Digital
Ethnography, designed to uncover consumer thoughts and feelings and behavior shifts over the last month.
Ultimately, this research led to the identification of 6 Opportunity Areas with potential for long-term
impact on the landscape.

2
 “
These are not unprecedented times. There are many cases…where change,
or something unexpected, has put companies out of business, or made
companies come out stronger. How will we do what we are doing in a
different world? The world is different. The opportunity is…

What will we be? Not how do we preserve what we have.
SIMON SINEK
OBJECTIVES
1. Understand the changing shopping and consumption habits,
specifically related to grocery and everyday household products
through a digital ethnography with custom activities.
2. Understand the shifting behaviors consumers are engaging in
today, what they will they shed once “shelter in place” is over, and
which behaviors will withstand to better help our community start to
unpack the potential long-term impact of our current reality.

METHOD
Over the course of 3 days (March 30, 2020 - April 1, 2020), The
Garage Group conducted a Digital Ethnography where recruited
consumers accessed an asynchronous online research platform to
complete custom activities which allowed our team to collect
qualitative data from participants. We gathered a mix of text and
photo artifacts, allowing for a breadth of insight and deeper look into
the their lives as it relates to today’s changing environment. Details
on who we spoke to and custom activities are on the following
slides.
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WHO WE SPOKE TO:
Taking an entrepreneurial approach and “squeezing the juice
out of our resources,” we recruited 23 Participants from our
TGG Network:

• Mix of Females (n=15) & Males (n=8)

• Mix of Ages 27-62
• Mix of Households With and Without Kids
• Primary or Shared Shopping Responsibilities
• Representation from 7 States (Ohio, Kentucky, Missouri,
Tennessee, Colorado, Washington, Florida)

5
CUSTOM ACTIVITIES:
DAY 1
• Overall Thoughts & Feelings Due to COVID-19
• Pre COVID-19 Shopping Habits
• Post COVID-19 Shopping Habits

DAY 2
• Food/Beverage Journal
• Everyday Household Products Journal
• Restaurant/Delivery Pick-up Questions

DAY 3
• You are an Entrepreneur (Food/Bev Product)
• You are an Entrepreneur (General)
• The Future

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WHAT’S INSIDE:
Thoughts & Feelings Impacting
SECTION 1:
Change in Behaviors (pgs. 8-11)

Behavior Shifts as a Result of

SECTION 2:
COVID-19 (pgs. 12-30)

Opportunity Areas, Driven by

SECTION 3: Behavior Changes with Potential
for Long-Term Impact (pgs. 31-37)

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OVERALL
THOUGHTS &
FEELINGS
Our research uncovered these thoughts & feelings
impacting change in behaviors:

1 Fear As The Leading Emotion

2 Economic Impact - Personally & Globally

3 Questions About Society

Section 1 8
 FEAR AS THE
The outbreak of COVID-19 has caused an overwhelming range of
emotions, with fear being a leading one - fears of contracting the
1
LEADING EMOTION
virus personally and for those that are working on the front lines.
This emotion has taken over as one of the primary drivers impacting
decision making, ultimately resulting in behavior changes.

I am now more concerned about
going outside and even to the
grocery store since this has all
started. I am nervous about being
too close to someone not in my
immediate family that might give
me COVID-19 or my children.
-Laura G, 33
 I fear for my parents and loved
ones' safety, as well as the
lives of those on the front
line including healthcare
workers, grocery store
employees, truck drivers, law
enforcement, etc.
-Abigail, 28
Worries of getting sick,
having to be
hospitalized and having
no support since they do
have any visitors.
-Luke, 27
I am concerned about my
family and friends and the
well being of all through out
this pandemic, but we are
taking the steps we can to stay
healthy and keep others
healthy, so I feel less worried
knowing that we are controlling
what we can control.
-Julie, 48

Overall Thoughts & Feelings 9 9

 ECONOMIC IMPACT —
As people practice physical and social distancing with “shelter in
place,” this has caused a massive shift in the way people shop and
2
PERSONALLY & GLOBALLY
consume products and services. This shift has resulted in people
fearing what’s to come from an economic perspective, personally
and globally.

I am concerned that we have

I am also concerned about the global Biggest fear and concern
underestimated how badly this is going to Biggest fear and concern is is how
how much
much ofof
economy and how this all is impacting the fact
affect the world economy, and so many our our retirement
retirement fundsfunds
we’vewe’ve
lostlost in
in the
that people aren't working and spending the stock market.
people that do not have any margin for stock market.
loss of income money the way they were before. -Heather,
-Heather, 6262
-Laura G, 33
-Greg, 42

10
Overall Thoughts & Feelings 10
 QUESTIONS
Changes in consumer behavior, ranging from stock piling essential
products to perceived personal disconnect with social distancing
3
ABOUT SOCIETY
guidelines, have caused concerns on how society is functioning
today, as well as what the impact could mean for the future.

…I am saddened to see the trends of consumers during this

time. Individuals are buying in excess, having little regard for
their actions and how they might poorly affect others in their I also worry that the longer we maintain social
community. I worry our culture is forgetting how to distancing, we will forget the importance
have a team mindset, and are resorting back 
 of human contact. People were glued to
their devices before the pandemic, and I'm
to selfish, excessive actions. 

afraid this will only worsen it.
Why does someone need 100 rolls of toilet paper? 

-Dana, 49
What will they do with 50 gallons of hand sanitizer?
-Rachael, 28

11
Overall Thoughts & Feelings 11
BEHAVIOR 

SHIFTS
Our research revealed these behavior shifts as a
result of COVID-19:

1 Heightened Vigilance On Germs

2 Finding New Ways To Fill The Time

3 A Focus On Staying & Getting Well

4 Discovering Alternatives

5 Stretching Meals To Last

6 More Intentional Self-Care & Comfort

Section 2 12
 HEIGHTENED
With potential virus contraction being a leading fear, consumers

41
have become extremely vigilant on germ reduction which has

VIGILANCE ON GERMS
resulted in constantly disinfecting anything that had the
potential to be exposed, as well as reducing physical exposure.

A
4A B
A
4B
CONSTANTLY 
 REDUCING PHYSICAL 

DISINFECTING EXPOSURE

Many consumers are acting out of their ordinary routine when it
comes to reducing exposure to germs. This includes disinfecting
groceries after purchasing, washing hands more often than
normal, and using additional cleaning products on top of what
they currently use.
In an effort to reduce physical exposure to germs, many
consumers are switching to online grocery services, both
delivery and pick-up. Others are also shopping more at their
local grocery stores, perceived to be more clean than mass
market retailers, due to less traffic.

Behavior Shifts13 13
A
CONSTANTLY Many consumers are acting out of their ordinary routine when it comes
to reducing exposure to germs. This includes disinfecting groceries

DISINFECTING
after purchasing, washing hands more often than normal, and using
additional cleaning products on top of what they currently use.

“
disinfecting groceries is a first, thinking about human hand touching and exposure
on my food (groceries and carry out) is a new and growing concern.
-Erica, 43

I typically sanitize my shopping cart prior to grocery shopping, but I've been
diligent about using hand sanitizer multiple times throughout my grocery shopping
trip since I don't know who has touched the items that I'm putting in my cart.
-Brooke, 38


Keeping Clorox disposable disinfecting hand wipes on hand, as well as hand

sanitizer. Also, going through more pump hand soap in kitchen and bathrooms
than normal.
-Michael, 57


My fiancé brought the Purell sanitizing wipes home from his job. This is an item
we've never used before at home but we are now using them frequently.
-Abigail, 28

Normally, I only use hand soap. But, I have added hand sanitizer to the mix
Products used as a result from COVID-19
during the outbreak. I do feel that hand soap is sufficient if I wash for 20 seconds,
but the hand sanitizer doesn't hurt.
-Kathie, 54

Behavior Shifts14 14
B
REDUCING PHYSICAL In an effort to reduce physical exposure to germs, many consumers are
switching to online grocery services, both delivery and pick-up. Others

EXPOSURE
are also shopping more at their local grocery stores, perceived to be
more clean than mass market retailers, due to less traffic.

“
Since we are too scared to enter a grocery store, we have been utilizing curbside
pickup to limit our exposure to others.
-Rachael, 28


I've only gone to the grocery store once in the last week and I've only been going
to Schnucks because it's close and only people in this neighborhood go to it and
Online Services used as a result of COVID-19
they sell everything…. I also haven't gone to Target at all because a lot of people
go to that store from different areas.
-Samantha , 28


Grocery shopping has been happening at Heinen's because it is closer, smaller

and seems more “clean.”
-Kelsey, 32

I have not gone to Costco in the past week nor do I know when I will go next. My
wife has shifted to online ordering and pick-up for Kroger. She has also shifted to
using Aldi's delivery service and Amazon Fresh, too, although less frequently.

-Matt, 45
 Local grocery stores mentioned

I have still shipped at Jungle Jim’s, but not at costco- trying to avoid the grocery as
much as I can. I have started up green bean delivery for fresh produce…
-Julie, 48 15
Behavior Shifts15 15
 FINDING NEW WAYS
2
TO FILL THE TIME
A
4A
NEW KIDS’ ACTIVITIES
With many schools turning to virtual learning from home,
parents are having to figure out a new normal not just for
themselves but their kids as well. They are having to learn
how to manage keeping their kids occupied throughout
the day which means purchasing more activities, games,
and crafts than ever before to help make their days easier.
As all members of the family are spending the majority of their
time at home, this means that people are finding creative ways
to fill their time and making it productive and useful. Parents are
forced to discover new activities for their kids and many are
also finding time to do something that they never normally do -
baking.
B
A
4B
BAKING
This time at home has caused a past-time, like baking, to
be revived. Many consumers are enjoying a different type
of activity than what they would normally do if they did not
have this free time.
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Behavior Shifts16 16
 With many schools turning to virtual learning from home, parents are
having to figure out a new normal not just for themselves but their kids
A NEW KIDS’ ACTIVITIES as well. They are having to learn how to manage keeping their kids
occupied throughout the day which means purchasing more activities,
games, and crafts than ever before.

“
I did not think about paper and ink. Now that the kids are home, and I am trying to
keep them learning, I am going through more paper and ink than normal.
-James, 40


I have ordered a lot of children’s toys and activities via Target.com and Amazon.
-Greg, 62


Prior to COVID-19, we had never purchased as many indoor activities/craft

supplies/books as we currently are. But we are so stir-crazy and bored that we
have spent insane amounts of money on video games, tablets, workbooks,
garden supplies, sidewalk chalk, bubbles, etc.
-Rachael, 28

We have bought multiple tubs of this chocolate chip cookie doe container because
I've made a lot of cookies with my two year old as an activity. Also cookies is how I
bribe him to eat his vegetables or to go on a walk.
-Samantha, 28
Products purchased as a result from COVID-19

Behavior Shifts17 17
 BAKING
This time at home has caused a past-time, like baking, to be revived.
B Many consumers are enjoying a different type of activity than what they
would normally do if they did not have this free time.

“
I have been shopping pretty much normally, but my in-laws live with us so we
have been taking turns cooking dinners, have been learning to bake bread, I have
been making more baked goods than normal (cookies, cakes, etc.) so eating has
been going well.
-Amy, 42


I have been baking during quarantine, which is something I never do - but only
from a box. It is a nice / different activity that also gives me a special treat for the
next several days.
-Kelsey, 32


Slow cooker is life, and I’m really into baking.

-Austin, 31


I've really gotten into baking with what's in the house, trying to perfect a brownie
recipe and managing my sourdough starter. 
-Palmer, 28


I have been baking bread for a few years, but not very regularly. Lately, I have
been baking a loaf every other day. My family likes this and it is so much better
than store bought. I think we will continue this going forward.
-James, 40
Behavior Shifts18 18
 A FOCUS ON GETTING
COVID-19 has put a heightened focus on overall physical

43
health, with people looking for ways to get well in case of virus

& STAYING WELL

contraction, as well as proactive ways to stay well.

A
4A B
A
4B
GETTING WELL STAYING WELL

Fears of contracting COVID-19 has caused many to purchase
items that they believe would help the healing process if
infected. These items include cold and flu medicine, Tylenol, and
Gatorade. Purchasing these types of items have helped give a
sense of preparedness and peace of mind in a time of
uncertainty.
In addition to reactive measures, this virus has also caused
some to think more long-term, especially how important it is to
stay healthy. Some are beginning to think proactively about what
needs to change today and in the future so they are purchasing
items like vitamins to support their immune system and wanting
to make commitments to eat less processed food in the future.

Behavior Shifts19 19
 Fears of contracting COVID-19 has caused many to purchase items
that they believe would help the healing process if infected. These
A GETTING WELL items include cold and flu medicine, Tylenol, and Gatorade. Purchasing
these types of items have helped give a sense of preparedness and
peace of mind in a time of uncertainty.

“
Some kids' medicines were purchased so we would not have to go out looking if
we needed them. Normally, we would purchase the medicine as we ran out…
Gatorade was purchased in case someone became sick, we would have a
beverage with electrolytes. 
-James, 40


I bought Mucinex, two large packages. I bought these before things got serious. I
bought enough to share with my wife's elderly parents. My thinking was that
Mucinex could help in case there was a build up of thick mucus in someone's
lungs if they get sick.
-Greg, 62


We have purchased Tylenol since the start of COVID-19, as there are some
providers that say Ibuprofen is not necessarily the safest fever reducer to take if
you become infected with the virus.
-Rachael, 28


We stocked up on cold/flu medicine, just in case one or both of us gets the virus.
It's helpful for me to know we have this stuff on hand, since there's no real cure Products purchased as a result from COVID-19
for this other than symptomatic treatment.
-John, 28



 Behavior Shifts20 20
 In addition to reactive measures, this virus has also caused some to think more
long-term, especially how important it is to stay healthy. Some are beginning to
B STAYING WELL think proactively about what needs to change today and in the future so they
are purchasing items like vitamins to support their immune system and wanting
to make commitments to eat less processed food in the future.

“
I purchased a men's multivitamin for my husband and I bought zinc to
support my immune system.
-Whitney, 32


My purchases now have more fresh foods such as fresh fish and fresh
poultry. There's a lot less junk food and processed food because I feel like
we need to eat healthier now more than ever before
-Dana, 49


I would probably stop buying massive amounts of frozen foods so that they
last a few weeks, as I prefer purchasing fresh foods on a weekly basis.
-Heather, 62


Products purchased as a result from COVID-19

Behavior Shifts21 21
 DISCOVERING
Whether it’s trying to find items that have a longer shelf-life or
being forced to find substitutions for their normal brands/
4
ALTERNATIVES
products, people have had to search for alternatives in order to
fill their needs.

A
4A B
A
4B
MORE CONVENIENT ALTERNATE PROTEIN 

SOURCES

Consumers are looking to alternate sources of protein

Because of the changing availability of products and concern over
given the shortages on typical fresh protein sources, like
safety of produce items, some consumers have switched to more
eggs, chicken, and beef. With new exposure to items they
convenient products and product delivery services. New exposure
wouldn’t normally purchase or purchase in bulk, we are
to these convenient items has caused consumers to rethink how
seeing consumers accept new products into their daily
they might shop in the future.
regimen.

Behavior Shifts22 22
 Because of the changing availability of products and concern over safety of

A MORE CONVENIENT produce items, some consumers have switched to more convenient products
and product delivery services. New exposure to these convenient items has
caused consumers to rethink how they might shop in the future.

“
I had to resort to purchasing diapers from HelloBello, an online diaper subscription
company, because we were low on diapers and there was no sign of when I’d be
able to purchase our normal Kirkland or Huggies diapers again. We have now
received the HelloBello diapers and they are really high quality. We probably will
keep the subscription as it’s easy to just have them delivered instead of shopping
around town.
-Rachael, 28

[Frozen Chicken Taquitos] Never purchased in my life. But they are frozen and in a
pinch I can make them without going to the grocery for fresh(er) food….I’m finding
value in simplicity where I used to enjoy the process of cooking a little more when it
didn’t feel so forced.
-Laura M, 34

Oral-B Battery Operated Toothbrush- Purchased this toothbrush for my 3 year old to
entice her to brush her teeth. Brush her teeth was a daily battle prior to Covid-19
and when I was at Kroger I decided to purchase this to see if it would make my life a
little bit easier while stuck and home. It has- my daughter now gets excited about
brushing her teeth. Products used as a result from COVID-19
-Brooke, 38

Behavior Shifts23 23
 ALTERNATE
Consumers are looking to alternate sources of protein given the shortages on
typical fresh protein sources, like eggs, chicken, and beef. With new exposure
B to items they wouldn’t normally purchase or purchase in bulk, we are seeing

PROTEIN SOURCES consumers accept new products into their daily regimen.

“
Bob Evans fully cooked sausage- purchased because it was the only breakfast
sausage available at the grocery store. Beneficial because it is a quick protein
source to make for breakfast.
-Brooke, 38

I also have like 10 packs of these Kind bar boxes. They were on sale and I figured it
would be something somewhat healthy to start my day...I like having something
with high protein because I'm so busy with the kids I don't have time to eat until
after my son goes down for a nap.
-Samantha, 28

[Pure Protein Bars] I had initially purchased these when it was hard to find eggs,
meat, milk and about everything else. Now, I will have one if I am craving
something sweet or just don't want a big meal.
-Dana, 49

We’ve been relying on smoothies to jumpstart our days, for both me and my kids.
When I put the protein powder in the smoothies, it is a painless way to get my Products used as a result from COVID-19
children to have some needed nutrients.
-Rachael, 28

Behavior Shifts24 24
 STRETCHING MEALS
Whether it’s re-using leftovers or figuring out how to use the
ingredients at home, people are getting creative with what they
5
TO LAST
have on hand in order to stretch their meals, mainly in service
of reducing trips to the grocery store. This has resulted in some
being intentional about being less wasteful.

A
4A B
A
4B
RE-USING LEFTOVERS CREATIVITY WITH INGREDIENTS

With “shelter in place,” people are making an intentional

People are figuring out ways to use up all of the
effort to save leftovers to make a new meal, to help
ingredients they have on-hand to be able to make more
prolong trips to the grocery store. They will deliberately
meals. They have enjoyed the results of their creativity,
make bigger portions to save for the next day or they will
like figuring out how to incorporate ingredients into other
take the leftovers and use that as an ingredient for a
meals (e.g. quinoa in salads).
whole new meal.

Behavior Shifts25 25
 With “shelter in place,” people are making an intentional effort to save leftovers

A RE-USING LEFTOVERS to make a new meal, to help prolong trips to the grocery store. They will
deliberately make bigger portions to save for the next day or they will take the
leftovers and use that as an ingredient for a whole new meal.

“
I also have forced myself to use up leftovers and rotate items better. This has
been in an effort to reduce waste.
-James, 40


We are making pizzas with leftovers every couple days.

-Greg, 62


We are being more creative with leftovers so we can prolong trips to the grocery.
-Amy, 42


Favorite food hack is using leftover roast meat (like a chuck roast or pork loin) to
make new dishes, such as tacos or pizza.
-Abigail, 28


Favorite food hacks- Make a larger than normal dinner so leftovers can be used
for lunch the next day.
-Brooke, 38


26
Behavior Shifts26 26
B
CREATIVITY WITH People are figuring out ways to use up all of the ingredients they have on-hand
to be able to make more meals. They have enjoyed the results of their

INGREDIENTS
creativity, like figuring out how to incorporate ingredients into other meals (e.g.
quinoa in salads).

“
Quinoa is a great staple (I could not find rice on the shelves) so I add that to
soups or spoon it into salads to stretch a meal with added protein and substance.
-Erica, 43


We have enjoyed trying to figure out how to use the food we have in our house to
make new meals or even some of our tried and true favorites.
-Laura G, 33

I like being able to have flexible recipes and options for ingredients that I can use
in multiple meals. I also feel like I've been trying to save and freeze more now
than I was before, so I'm being less wasteful.
-Abigail, 28

My wife does all of the food prep in our house so she is making creative meals to
make sure she rations specific foods based on her next grocery pick-up/delivery.
She has been making some killer quinoa salads with all sorts of ingredients that
are super healthy and delicious.
-Matt, 45


27
Behavior Shifts27 27
 MORE INTENTIONAL 

Because of COVID-19 and the guidelines of social distancing,
many are having to change their entire routine which has
6
SELF CARE & COMFORT
caused discomfort. People are looking to familiar ways of
comfort like food and alcohol now more than ever as ways to
help them get through this uncertainty and the challenges it
brings. Many are also looking

A
4A B
A
4B
CARE & COMFORT THROUGH CARE & COMFORT THROUGH
FOOD & ALCOHOL CONNECTION

With alcohol sales increasing by 55% during the third
week of March (source), it’s clear that consumers are
turning to alcohol and food to comfort them in these times
of extreme uncertainty. Consumers communicated that
they are reverting back to “comfort” food and “treats”
during these times.
Social distancing guidelines have caused some to
become more intentional with their communication in
order to get the connection they still need and desire.
Previously, they may not have had the time or energy for
this but “shelter in place” is making many realize how
important connection with friends & family are.

28
Behavior Shifts28 28
 CARE & COMFORT
With alcohol sales increasing by 55% during the third week of March (source),
it’s clear that consumers are turning to alcohol and food to comfort them in
A these times of extreme uncertainty. Consumers communicated that they are
THROUGH FOOD & ALCOHOL reverting back to “comfort” food and “treats” during these times.

“
Poptarts- my go to comfort food right now.
-Luke, 27


Oreos and chips are more comfort / anytime snack foods that I just picked up because I
was feeling emotional and scared when I was at the grocery store.
-Kelsey, 32


Reese eggs as a treat

-Luke, 27

I did purchase some pop tarts which are usually only for vacations. So I guess that I
wanted a guilty pleasure.
-Greg, 62

I’m currently surviving this quarantine. Things that I need: protein to keep me going and
alcohol to pass the time.. Before COVID-19, we did not keep beer in the fridge, it was a
treat we would order when out for meals. But since we are stuck here, we have had to
find “treats” that we can look forward to at the end of the day
-Rachael, 28 Products used as a result from COVID-19

We have been stocking up on yeast to make homemade bread - fun, and buying more
beer than normal for a fun treat.
-Amy, 42 29
Behavior Shifts29 29
 Social distancing guidelines have caused some to become more intentional

B
CARE & COMFORT with their communication in order to get the connection they still need and
desire. Previously, they may not have had the time or energy for this but

THROUGH CONNECTION “shelter in place” is making many realize how important connection with friends
& family are.

“
We also make sure to play a family game during at least one meal every day. We did
that before, but not as regularly or intentionally.
-Matt, 45


 Additionally, we have been utilizing new social media avenues (Marco Polo) as a way
to stay in touch with our friends and family and teachers. Prior to all of this, I never really
thought about how much we rely on interaction with the public. We are having to be
really intentional in our communication efforts.
-Rachael, 28

A positive change to my routine is that my children and I are now taking daily walks
which is something we all look forward to.

-Brooke, 38

I have started to randomly chat / video chat with friends on a less planned / prescriptive
basis. Before I had a monthly google hangout with my high school friends that people
were often too busy for. But now we'll just try to give each other a call and see who
answers. Why can't this behavior continue?
-Kelsey, 32

 I will also start using video in my personal calls more. I never really thought about it or
leveraged it much for personal calls until "shelter in place."

-Minette, 56 30
Behavior Shifts30 30
OPPORTUNITY 

AREAS
Driven by potential long-term behavior
changes, we identified 6 Opportunity Areas:

1 Expanded Approaches To Self-Care

2 Peace Of Mind

3 Proactive Health

4 More Intentional Connection

5 Bringing Restaurant Quality & Atmosphere At Home

6 Tension Between Germs & Sustainability

Section 3 31

“
1 I also hope to start incorporating some of my "quarantine" daily
EXPANDED
APPROACHES
TO SELF-CARE
Consumers have had space and time to
intentionally think about new ways to care
for themselves (e.g., walks, reading,
cooking new things). They are enjoying
this and want to hold on to this part of their
new normal when they’re no longer
quarantined. They are also more likely to
“allow" familiar patterns of self-comfort
(e.g., comfort food, alcohol) at a higher
level than “normal,” and with less “guilt” to
help cope with changes.
HOW WE SAW THIS COME TO LIFE
routine habits into my daily life, such as yoga, more daily workouts,
and taking time to enjoy the outdoors...I hope to stop
overscheduling myself and stop overlooking the small things in life.
-Abigail, 28
I would create a healthy Keto Crunch - something crunchy/salty to
munch on during stressful times to bring comfort long after COVID.
(like a potato/corn chip replacement).
-Minette, 56
THOUGHT STARTERS FOR BUSINESS APPLICATION
• How might we create a product experience that gives
consumers the feeling of being cared for?
• How might we create products that extend “permission”
around self-comfort?
• How might we create space for our brand to participate in
the newfound breaks that people have started taking for
themselves?
Opportunity Areas 32

“
2 fruits and vegetables. If you could make a shake/drink to get in
PEACE OF
MIND
Consumers are looking, and will continue
to look, for products to deliver a more
robust peace of mind, whether it’s through
the everyday products they use (i.e., help
me make my world more sanitized without
having to do anything extra), or through
having everyday products ready to go in
the event of another crisis (e.g., shelf
stable foods, toilet paper products).  uncertainty and give consumers a feeling of control?
HOW WE SAW THIS COME TO LIFE
I would try to create a product similar to protein powder, but with
those vitamins/fiber but have a much longer shelf life than fresh, it
would be beneficial in times like these.
-James, 40
App that helps you detect germs on surfaces. Could light up different
color if detecting certain viruses or questionable germs so users can
know what to clean and what they do not have to clean. This would
give peace of mind…
-Erica, 43
THOUGHT STARTERS FOR BUSINESS APPLICATION
• How might we reinforce “safety" based on today’s heightened
state of awareness?
• How might we help people overcome fear of scarcity?
• How might we leverage “frictionless processes” to eliminate
Opportunity Areas 33

“
3 beverage would include at least 100mg of Elderberry which has been
PROACTIVE
HEALTH
Consumers are committed to ensuring
they do not get sick and for some, this
means finding over-the-counter and
natural remedies to keep their bodies
healthy and free from harm. Long-term,
they want to know that what they are
doing and putting in their bodies can help
them withstand pandemic-like viruses.
HOW WE SAW THIS COME TO LIFE
I would create a new line of beverages containing Elderberry. The
shown to boost immunity due to its high concentration of antioxidant
and vitamins...This would be the next best beverage product because
it would help people naturally build their immune systems.
-Brooke, 38
Probably more of a philosophical answer, but I'm going to stop taking
my health for granted. I'm indifferent about getting my flu shots, and I
don't see a doctor unless I'm sick. I'm going to start seeing a doctor
regularly for check ups and whatnot.
-John, 28
THOUGHT STARTERS FOR BUSINESS APPLICATION
• How might we come alongside consumers as they develop
newfound “wellness rituals”?
• How might we provide ways for consumers to proactively
strengthen their immune systems?
• How might reinforcing “health" begin to play a role beyond
traditional category norms?
Opportunity Areas 34

“
4 family and friends, especially those I didn't make much of an
MORE
INTENTIONAL
CONNECTION
Consumers have found new ways to
intentionally connect with the people they
love which has given them new purpose
and desire to stay in touch in more
meaningful ways. This part of their routine
is one consumers are committed to
keeping, even if it is done virtually.
HOW WE SAW THIS COME TO LIFE
I will start being more mindful about keeping in touch with
effort to see very often before. I will start making sure that my
son gets to have many play-dates with his friends and
classmates to make up for lost time.
-Laura G, 33
I will continue checking on friends and family more frequently
and incorporating video chats into those conversations.
-Kathie, 54
THOUGHT STARTERS FOR BUSINESS APPLICATION
• How might our brands, products, or services more effectively
connect consumers to the people they love?
• How might we make space for new social interactions that
account for what are likely embedded distancing tendencies?
• How might we deliver a consumer experience that promotes
and enables connectedness by rethinking what distribution
looks like?
Opportunity Areas 35
 HOW WE SAW THIS COME TO LIFE
I feel we will be eager to eat out more in 6-12 months since we have

“
5 been deprived of the restaurant setting the past few weeks….We will
be considering atmosphere, cleanliness of facility and quality of food

BRINGING
before making decisions about restaurants. We plan to be intentional
about our meals and what restaurants we choose to utilize in the future.

RESTAURANT -Rachael, 28

QUALITY & Normally we go out about 2-3 times per month, and that is usually more
of a social event with friends. I can definitely see that we will probably
ATMOSPHERE shy away from dining out in the next 6-12 months. When we do go out,
will definitely be more cautious.
AT HOME -James, 40

THOUGHT STARTERS FOR BUSINESS APPLICATION

Consumers have fears that going out to
• How might we help maintain the quality and experience of
restaurants will not be “safe” for a long
“restaurant food” for consumption at home?
time - that said, they are growing their
• How might we ensure the feeling of “safety” throughout the
commitment to finding ways to still enjoy
dining experience?
the restaurant foods they love. What they
• How might we promote, reinforce, or even reframe,
long for, and will continue to desire once “sustainability” in this new reality?
everything is open for business again, is
the restaurant quality and the atmosphere
that comes with being “out of the house.”
Opportunity Areas 36
 HOW WE SAW THIS COME TO LIFE

“
With the fresh items that I put in my basket, I am more
6 conscious to get items that are wrapped in some sort of way. It
makes me too nervous to get any fruit or vegetables that the
TENSIONS people will have to touch with their bare hands. In the past, I
would have never been concerned with this at all.
BETWEEN -Laura G, 33

GERMS & We used to try our best to keep our house plastic-free, but now

SUSTAINABILITY
I won't buy anything that doesn't come in packaging to ensure I
can sanitize it properly.
-Whitney, 32
Consumers have a newfound fear of
produce that is not in plastic, and reusable THOUGHT STARTERS FOR BUSINESS APPLICATION
grocery bags due to the germs they • How might we redefine “safe” packaging in an environmentally
perceive to be at the grocery store. That friendly way?
said, there is a lot of guilt associated with • How might we enable consumers to feel “in control” beyond
abandoning previously labeled sustainable generating more waste?
habits in favor of protecting their health. • How might we help consumers maintain the feeling of
Consumers will continue to look for cleanliness for longer?
solutions that prioritize their health safety
but minimize the impact on the
environment.
Opportunity Areas 37
NEXT UP ON OUR LEARNING JOURNEY
We’re committed to continuing our learning journey in order to understand what the
lasting impact of today’s realities will be on the consumer landscape. Through
sharing the findings from our learning journey, we hope to help big companies find
ways to innovate and disrupt. We look forward to sharing our learnings with you
along the way. Here’s what is next for us:

MULTI-METHOD DEEP DIVE INTO OPPORTUNITY AREAS

41 TO BETTER UNDERSTAND AND EXPAND ON THEM
ACROSS INDUSTRIES

2
FOLLOW-UP WITH DIGITAL ETHNOGRAPHY PARTICIPANTS
TO EXPLORE ANY SHIFTS SINCE INITIAL RESEARCH
3
UNCOVER CONSUMER JOBS TO BE DONE ACROSS
4 OPPORTUNITY AREAS
38
HEATHER CHRISTMAN
 GRACE CHO

SENIOR DIRECTOR, STRATEGIST,
LEAN GROWTH LEAN GROWTH
heather@thegargagegroup.com grace@thegaragegroup.com
 Every company started somewhere. For Apple,
Disney, and Google, it was in the garage.
But it seems the larger a company gets, the more
the courage, speed, and closeness to the consumer
that once filled their early days seems to give way
to the bureaucracy and politics of scale.
THAT’S WHERE WE COME IN

OUR MISSION

ENABLE BIGCOS TO GET BACK

TO THEIR ENTREPRENEURIAL
ROOTS; BACK TO THE AGILE
GROUND FLOOR OF THE
GARAGE; TO OPERATE LIKE
A STARTUP THEGARAGEGROUP.COM
1
 STARTUP
INSPIRED.

COURAGEOUS
MINDS ONLY.