Omnicom Media Group's primary research team, led by Managing Director Pamela Marsh, has been conducting a longitudinal study among 1,000 respondents over the course of 17 waves fielded since March 2020. The four most recent waves have focused on tracking the New Normal -- i.e., behaviors and attitudes emerging following a year of drastic shifts in consumers' daily lives and media behaviors -- via OMG Signal, the agency's always-on consumer panel of two million Americans. Launched earlier this year, OMG Signal's objective is to be effective in filling the insights gap left when COVID-19 rendered any behavioral data before the shut-down essentially irrelevant. In an exclusive interview, MediaVillage was given access to a few broad insights from the team. The latest wave of this study shows a strong indication that the Delta variant is driving consumer sentiment back to where it was almost a year ago, foretelling a longer path to a new normal than might have seemed within reach just a few months ago for many business sectors.
Consumer Confidence Setbacks Reported in Omnicom Media's "New Normal" Research Tracking COVID-19 Impact
