Strategic research has a vital role to play in navigating us out of the current crisis, so why are brands cutting research projects?In this episode:Roger McKerr, founder of insight and strategy agency Davies McKerr, and Darren Savage, chief strategy officer at Tribal London and lecturer at the Oxford Business School, discuss the crucial role of research in shaping brand strategy as we emerge from the Covid 19 crisis.How the world has changedEver-shifting points of referenceDoing the unthinkableForget getting back to 'normal'Imposed behaviour change and new social normsImposed behavioursForming new rituals and habitsHow crisis exposes differencesChallenges to strategyA much more complex audience profileHow brands have responded to the crisisShutting down 'non-essential' activityThe IPA Bellweather ReportHalting strategic researchThe dangers of strategic short-termismParalysis through lack of analysisBrands that are doing wellNike's integrated brand experienceBrands that are doing badlyPrimark's devastating lack of ecommerceInsight as an enabler of actionBuilding new insightCreating confidenceWhat brands should do nextThe 5 point planIdentifying new consumer needs/preferencesGetting your tone of voice rightReviewing and revising media plansThinking about what your brand stands forCombining behaviours and communicationsPositives coming out of the crisisPositivity and human natureLeveraging our intuitive giftsInnovation and experimentation