Navigating uncertainty

Using market research as your compass

In a world that seems to be becoming increasingly unpredictable, some companies manage to stay ahead of the curve. Not because they have all the answers, but because they observe and listen carefully, adapt quickly... and don't consider research a luxury. Instead of wondering whether they should invest in insights, these companies know they can't afford not to. They see research as their strategic compass. Especially during crises and difficult times; that is precisely when insights are needed most.

The world is changing at lightning speed. Economies falter, regulations evolve, consumer behaviour shifts unexpectedly. Without substantiation, things may work yesterday, but that does not mean it will still work tomorrow without the proper insights. This creates a challenging environment for businesses, large and small alike.

Yet, one constant remains: companies that base their decisions on up-to-date market insights are better positioned. They adapt more swiftly, communicate more relevantly, and develop solutions that genuinely meet their customers' needs.

In uncertain times, market research is not a luxury, it is a compass.

 

Why insights matter more than ever

Whether it’s a pandemic, a recession, or supply chain disruptions… the companies that manage to weather such storms have one thing in common: they listen. Not just once. Not based on gut instinct, but through data, conversations, research, and analysis.

Agile ? Strong? companies don’t ask themselves, “What do we think will work?”, but rather: “What do the facts show? What does the market want in these changing times?”

And it works. Just consider these five familiar examples where market insight made all the difference:

RAPID RESPONSE THROUGH DATA

When the pandemic hit, PepsiCo faced a sudden shift in consumer behaviour combined with severe supply chain disruptions. In response, the company invested heavily in real-time consumer research, using quick polls and AI-driven trend analyses to gain a clear picture of emerging preferences, such as eating out less and a greater need for direct-to-consumer services . This approach allowed them to react swiftly: within just 30 days, they launched direct-to-consumer platforms such as PantryShop.com and Snacks.com, while adapting their product range and marketing focus towards comfort and convenience.

At One Inch Whale, we saw similar challenges emerge for many of our clients during the pandemic. The key was not just gathering data, but generating sharp, immediately-applicable insights through iterative research methods allowing brands to rapidly adjust their positioning and offering in response in precarious times. This agility in combining data, consumer conversations, and fast cycles of validation is exactly how we helped companies reposition themselves when behaviour shifted overnight.

VALUE AS THE KEY

During the recession, McDonald’s was confronted with declining consumer spending and fewer people dining out. Instead of waiting for economic recovery, they turned to purchase data and customer research to better understand how they could offer added value to the consumer in a time of need. This led to a strategic promotion of the Dollar Menu as well as the introduction of McCafé: an affordable alternative to high-quality and high-end coffee shops such as Starbucks. As a result, McDonald’s managed to increase customer visits and boost revenue, even while many competitors struggled.  

In similar situations, One Inch Whale has helped companies dig deeper into value perception and price sensitivity, going beyond simple pricing studies. We explore how consumers evaluate trade-offs, which aspects of a product or service they continue to value most, and how brands can fine-tune their offering to remain relevant even under financial pressure. By translating complex consumer choices into clear strategic levers, we help businesses shape offers that resonate with budget-conscious customers.

LOCALE & AGILE

When Brexit unfolded, Unilever had to navigate fluctuating consumer confidence and increasingly complex supply chains across the UK and EU. The company addressed this by leveraging detailed retail and sentiment data, which enabled  them to tailor pricing strategies regionally and forecast stock behaviours with greater accuracy. This agile approach ensured strong sales and helped avoid major stock shortages during peak periods of uncertainty.

One Inch Whale can help you by bringing specialised expertise in regional, cultural and cross-border consumer differences. Not just by observing variation, but by systematically researching and decoding the underlying drivers. Through a combination of cultural insights, localised qualitative research and robust quantitative validation, we help brands translate subtle consumer nuances into business strategies that are locally relevant, globally coherent and commercially effective. Especially in times of geopolitical uncertainty, this depth of cultural understanding is key to staying credible across fragmented markets.

ACCELERATING DIGITAL

The global lockdowns brought Nike a different challenge: widespread store closures and a sharp decline in physical shopping. Rather than waiting for stores to reopen, Nike tapped into the data from their apps and digital platforms. Research showed them the way to focusing on digital engagement. They offered training content, personalised recommendations and exclusive product launches directly via their apps. This resulted in an impressive 82% growth in digital sales during lockdown years, while also strengthening customer loyalty through highly engaging owned channels.

One Inch Whale has helped many companies navigate the acceleration towards digital channels. But rather than focusing solely on metrics like click-through rates or conversion, we combine behavioural data with consumer psychology to uncover the 'why' behind digital choices. By integrating data science with AI-driven research, we help brands create more meaningful digital experiences that strengthen loyalty and drive long-term engagement.

SCRUTINISING THE SUPPLY CHAIN

Following COVID-19, P&G faced rising raw material costs and unpredictable shipping delays. To tackle this, they combined consumer demand data with advanced supply chain models, allowing them to prioritise the production and distribution of their most popular products. This approach minimised shortages in key categories, enabled transparent communication with consumers, and allowed pricing adjustments based on price sensitivity models.  

One Inch Whale often supports organisations in bridging consumer demand with operational complexity. By integrating consumer insights with business and supply chain data, we help companies make informed, data-driven decisions across production, distribution and pricing - ensuring that both customer needs and business constraints are optimally aligned. Even in volatile environments.

 

Cutting back on research during crisis? That’s when you need it most.

When pressure mounts, many companies reach for the knife: budgets are cut, campaigns paused… and market research? It drops to the bottom of the list.

Which is a shame, since that is precisely when insights are most needed. Behaviour changes. People feel, buy, and decide differently. Those who fail to listen are then flying blind. And those who fly blind… wont know where they land.

Moreover, study after study shows: companies that continue to invest in market insights during a crisis recover faster and stronger. They remain more relevant, credible and agile.

Market research is not an expense. It’s insurance against irrelevance.

It helps you to:

  • Capture changing consumer behaviour
  • Align your offerings with new needs
  • Detect and manage risks
  • Develop strategies that fit the current climate

 

Looking ahead with confidence

The past years have made one thing clear: economic and geopolitical shocks are no longer exceptions, but the only thing that is certain is uncertainty itself. The winners of tomorrow won’t be those who can predict the future , but those who listen, learn, remain agile, and adapt at lightning speed today.

Market research is not a nice-to-have. It’s the nervous system of every agile organisation. The real question, therefore, isn’t whether you should invest in insights. It’s: can you afford not to?

At One Inch Whale, we help companies look ahead with confidence. With a sharp eye, solid strategy, and insights that provide direction, even when the world seems unpredictable.

Ready to look to the future with greater clarity and impact?

Contact us and discover how we can help you make the difference.