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Community spirit soars in latest COVID-19 research findings

Giraffe Insights last week announced that it was teaming up with The Lucre Group to provide a weekly barometer for community spirit, unveiling the first results with its COVID-19 CHART, plotting the mood of the nation against a scale of 1 – 10 (1 being ‘None’ and 10 being ‘A lot’).

Week on week, community spirit has seen a significant sentiment increase, with 76 per cent of those polled answering 6 or above for strong community spirit in their locality, an increase of 11 per cent. However, whilst the national mood was slightly lower before, it has seen a huge increase this week, rising from 61 per cent to 80 per cent.

In addition to polling 200 people on a weekly basis for community spirit sentiment tracking, brands and businesses are being invited to put forward any questions they would like asking to insights@lucre.co.uk. The first of these suggestions was to track household contentment throughout the day.

With polarised results based on whether there are kids at home or not, it seems that parents are actually the most content during quarantine, especially during traditional school hours of 9am – 3pm (average of 84 per cent across time period).

Happiness for adults without children peaks between 19.00 and 21.00 hours (86%) but overall, they were much less content, suggesting that children bring joy to a life in quarantine.

Maxine Fox, Managing Director at Giraffe Insights, said:

“It’s great to see that community spirit has not only remained strong but increased this week with us coming together through initiatives such as ‘Clap for Carers’. As specialists in kids, youth and family research, we were not surprised to see parents as the most content and although a difficult balancing act, children can be a welcome distraction in challenging times. Giraffe Insights are tracking further attitudes and behaviours amongst parents and children every other month through ‘Little Voices’. To find out more about these data and insights and how you can be involved please get in touch.”

Tamarind Wilson, Co-founder and Director at The Lucre Group, said:

“We’ve been really interested to see such an uplift in community spirit this week which is symbolic of how the country has come together to help combat this national emergency. Through the bad we’ve seen some incredible acts of community spirit and kindness, from the rainbow drawing campaign through to likes to Best Western Hotels opening its doors to key workers, there’s never been a better time to show the nation how much you care about it.”

Lucre partners with Giraffe Insights to unveil public mood barometer

As we approach the pending peak of the COVID-19 crisis, a time that will test us all, Giraffe Insights has teamed up with The Lucre Group to provide a weekly mood barometer for community spirit.

Testing the variances by week, The COVID-19 CHART plots the mood of the nation against a scale of 1 – 10 (1 being ‘None’ and 10 being ‘A lot’). It will also pose further questions each week aligned to the latest news surrounding the crisis, with this week’s topic exploring purchasing patterns. Posing the question of which items, if any, people were planning to purchase this week, Video Games (18 per cent), Puzzles (16 per cent), Board Games (14 per cent) and Colouring Books (14 per cent) topped the table.

Community spirit locally remains high at this time, with more than half (53 per cent) of respondents rating it at 7 or above. Conversely the national mood is slightly lower, with just 41 per cent selecting 7 or above.

Polling 200 people on a weekly basis, brands and businesses are being invited to put forward any questions they would like asking to insights@lucre.co.uk

Maxine Fox, Managing Director at Giraffe Insights, said:

“At Giraffe Insights we believe that research has never been so powerful, and we are working with brands to help shine a light in this period of darkness, informing both current and future decision making. We are dedicated to keeping brands connected through the latest insights – and understanding public mood forms an important part of this.”

Tamarind Wilson, Co-founder and Director at The Lucre Group, said:

“Insights inform how we best communicate and during these challenging times, understanding public mood week by week will be vital to brands. It is important that our industry rallies together and we hope that by giving businesses the opportunity to add a question to our poll FREE of charge, it may help those faced with limited budgets right now.”