The spread of the new coronavirus infection has forced rapid changes in people’s lives. Many companies are progressing in digital transformation (DX) and are engaging in various marketing activities to capture new social needs in the era of coronavirus.
Therefore, attention is focused on the “consciousness of dissatisfaction” that exists in people’s minds. Analyzing consumer dissatisfaction that has arisen during the coronavirus pandemic can lead to strategic measures to create a better customer experience.
Based on the results of a survey conducted with the aim of quickly detecting consumer dissatisfaction, we will analyze in detail what kinds of dissatisfaction people have on a daily basis and what they are looking for in their new lives.
Source:
Fu-man insight lab™ 2nd edition “Survey of dissatisfaction in a society with coronavirus” conducted – Dissatisfaction gradually eased. On the other hand, new types of dissatisfaction have emerged within the five major dissatisfaction themes (leisure, refreshment, connections with people, hygiene management, shopping) that have become established.
What is the dissatisfaction level of consumers?
Source:
Fu-man insight lab™ 2nd edition “Survey of dissatisfaction in a society with coronavirus” conducted – Dissatisfaction gradually eased. On the other hand, new types of dissatisfaction have emerged within the five major dissatisfaction themes (leisure, refreshment, connections with people, hygiene management, shopping) that have become established.
An attitude survey to understand what consumers are dissatisfied with in their lives during the coronavirus pandemic. Comparing the results of the first and second surveys, it was found that although the overall number of dissatisfied consumers has remained largely unchanged, the percentage of respondents with a “high level of dissatisfaction” has decreased. It can be seen that as time passes, people’s dissatisfaction level generally decreases and there is a tendency to ease.
What is the awareness of dissatisfaction by field and its content?
Source:
Fu-man insight lab™ 2nd edition “Survey of dissatisfaction in a society with coronavirus” conducted – Dissatisfaction gradually eased. On the other hand, new types of dissatisfaction have emerged within the five major dissatisfaction themes (leisure, refreshment, connections with people, hygiene management, shopping) that have become established.
Next, the above diagram specifically shows the sense of dissatisfaction by field and its content during the coronavirus pandemic.
A high percentage of respondents expressed dissatisfaction with “leisure” and “refreshment.” Specifically, “I can’t go on a trip/sightseeing” and “I can’t meet people/friends.” A high percentage of respondents also expressed dissatisfaction with hygiene management, such as “infection prevention measures (wearing masks, hand washing, etc.) are troublesome.”
Tolerance towards dissatisfaction/dissatisfaction index by lifestyle
Source:
Fu-man insight lab™ 2nd edition “Survey of dissatisfaction in a society with coronavirus” conducted – Dissatisfaction gradually eased. On the other hand, new types of dissatisfaction have emerged within the five major dissatisfaction themes (leisure, refreshment, connections with people, hygiene management, shopping) that have become established.
Although the dissatisfaction caused by the coronavirus pandemic is easing, the proportion of “dissatisfied and depressed” groups has increased compared to the previous survey, and it is also important to note that there are aspects of the population that are unable to adapt, such as “unacceptable” and “simply dissatisfied.” I want to.
Looking at each lifestyle, it seems that the dissatisfaction index changes depending on the daily situation of the consumer. Even in the midst of diversifying lifestyles, the key to alleviating dissatisfaction is for each person to be conscious of their own “well-being” and move in that direction.
summary
In a society with the coronavirus, the content of consumers’ complaints is gradually changing. Although the sense of dissatisfaction is on the decline, it should also be noted that pent-up dissatisfaction, which consumers cannot tolerate, is increasing slightly over time. How will people’s sense of value change during the coronavirus pandemic, and what styles will take hold?
In order to create a better customer experience in the new normal era, companies will need to grasp the needs of society through various measures.
Reference source:
Fu-man insight lab™ 2nd edition “Survey of dissatisfaction in a society with coronavirus” conducted – Dissatisfaction gradually eased. On the other hand, new types of dissatisfaction have emerged within the five major dissatisfaction themes (leisure, refreshment, connections with people, hygiene management, shopping) that have become established.