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COVID-19: The End of the Beginning | Cascade Insights

COVID-19: The End of the Beginning

April 21, 2020/in B2B Market Research Blog, B2B Marketing Blog, Blog Posts /by Philippe Boutros
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Dark clouds remain, with some increase in business activity.

We first fielded a survey on the business impact of COVID-19 on March 18-20. The same week that San Francisco issued a shelter-in-place order.

At that time, the business environment looked pretty grim. 79.8% of respondents reported some degree of disruption of business activities.

We fielded the survey again April 15-18, just a few weeks later. While roughly half of the respondents still think their work is moderately impacted or disrupted, we see sporadic signs of improvement.

Specifically:

  • 71.2% of respondents reported some degree of disruption – 8.6% less than in March.
  • 13.5% of respondents saw an increase in business activity – 4x better than the last time we fielded the survey.

moderate-increase-industry-activity-COVID-19

Company Size and Industry Insights

Our original study showed that large and small businesses equally felt the impact of COVID-19. Three weeks later, participants report a slight increase in business activity, regardless of company size.

A higher proportion of respondents in each industry reported that business activity is accelerating. The Education, Tech, and Telecom sectors all saw improvement in business activity. Other areas, such as Professional Services, Retail, CPG, and Healthcare, stayed the same or worsened.

Roles and Functions

A jaw-dropping 38.5% of marketers report that their workload has increased as a result of COVID-19, up from 11.5% in late March.

Product, Operations, and Sales all report an increase in business disruption. 90% of Sales respondents say coronavirus has disrupted sales activity, up from 83% in late March.

Adaptation Has Begun

The results of this survey suggest that the economy is adapting. The level of adaptation varies across sectors and business roles. In sum, the future is already here; it’s just not equally distributed.

Overall, our findings show some positive results. Subsequent waves of the survey will hopefully reveal more of the same as the world continues to adapt to COVID-19.


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Philippe Boutros

Philippe Boutros

Director of Systems Design
Philippe Boutros
Philippe Boutros

Latest posts by Philippe Boutros (see all)

  • B2B Buyer’s Journey: Buyers and Marketers in the Blender - March 8, 2022
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Sean Campbell

Sean Campbell

CEO
Sean Campbell is the CEO of Cascade Insights, a competitive intelligence and market research firm for B2B technology companies. A 20-year technology veteran, Sean oversees the health of the firm, drives the company’s thought leadership efforts and maintains relationships with key clients.
Sean Campbell

@sean_campbell

Sean Campbell
Sean Campbell

Latest posts by Sean Campbell (see all)

  • B2B Market Research: Exposing the Truth - August 23, 2022
  • B2B Focus Groups: Virtual for the Win - June 7, 2022
  • B2B Buyer’s Journey: Buyers and Marketers in the Blender - March 8, 2022
Tags: coronavirus, COVID-19, COVID19, market research
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