2020 Business Impact Planning Support Survey


oomph is proud to make available the insights that have emerged from our 2020 business impact survey, using our unique Coronavirus Impact Indicator (CVII) Scale. You can see the insights as they are being published here.

In March 2020, COVID-19 began to take hold in the UK and it became clear that the economy would suffer. At this point we saw that we were in a unique position to help the insight community around us. This realisation came as our team tried to gather research that would tell us how people and organisations were reacting to the pandemic, with a view to begin our own recovery planning.

However, it quickly became clear that no such impact data was available, and so, as a team of customer experience and research experts ourselves, we decided to take on the task. 

In doing so, we recognised that not only could provide organisations with their own specific insights, we also had an opportunity to gather ALL the data together at the end of the first wave and create meaningful transformation insights about the impact of COVID-19 across the UK and beyond. 

We, in essence, created and supported a COVID-19 catalysed, transformation insight community:

26 organisations 

42 surveys

> 3000 respondents

> 8000 verbatim comments

It has broken many boundaries with a single multi-methodology platform delivering the impact of COVID-19 insights from a customer experience perspective. 


What next?

The Impact Indicator, core to this initiative and applied in this instance to COVID-19 disruption, is a unique insight tool for any organisation in transformation planning mode. We are in final stage conversations with several organisations about how this Impact Indicator could be implemented for them and their stakeholders for other mass behaviour change events – whether that be Brexit, presidential election races, and beyond.

As a CX agency, and evidenced in the data we collated as part of this initiative, we are also acutely aware that COVID-19 – and the disruption it has caused to people, organisations and sectors across the UK – isn’t going away anytime soon. So, as well as releasing additional insights and updates from wave one, we will be contacting organisations to gauge their interest for a second wave of this research initiative. 


If you or your organisation would like more information on this activity please contact info@oomphagency.com


Media coverage

Panel presentation by invite at The Quirks Event (virtual international exhibition for marketing research and insight specialists with over 3000 delegates). Featuring oomph, Panelbase, Decision Juice, Station 10, Halo Media and Sport Wales.





How did we do it?


The team

As part of our insight community we bought together Panelbase, Station 10, Halo media and Decision Juice to develop and deliver this initiative. All played a critical role in line with their area of expertise. 

Panelbase provided a sample of 3000 respondents from across the UK representing seven distinct sectors.

Station 10 provided invaluable analyst driven insights from the consolidated data from all 40 surveys in collaboration with oomph’s insight team.

Halo media have driven these insights into the wider B2B and B2C through press and event coverage. 

Decision Juice was THE platform of choice through which we ran every survey, It has the unique ability for qualitative feedback to be analysed and presented in quantitative form, while also handling large volumes of data – a critical success factor for this initiative. 


The platform

Decision Juice has an innovative ‘Stikky’ feature where respondents can click on the area of a grid that represents them or their response, and then type qualitative reactions in that grid. This coupled with its rich and engaging quantitative question types allowed us to create a robust and insightful data set for participants and the insight community.

In a nutshell, Decision Juice gives people the chance to be descriptive in their responses, while the technology collates and builds insightful data trends and patterns. 

We underpinned our questions with demographic data collection, which would allow the data related to services to be mapped against for example age, country, type of household or gender. Again, we went one step further, and also asked how prepared participants were for the future, which could also be mapped against the services available. 

Finally, once these question areas and topics were nailed down, we made one last enhancement – recognising the need to tailor the survey to different types of organisation. We created four versions of the survey, for four specific categories of organisation – those were B2B, B2C, membership and not-for-profit.