Change Is Constant—Your Research Should Be Too

By W5, Inc.

We’ve all heard the saying that change is the only constant—and while it’s a cliché, it’s a truth brand managers can’t afford to ignore. With many companies planning to pause or slash research budgets in 2025, it’s tempting to play defense. But moments like these are exactly when brands should lean in and invest more in market research, not less.

Consumers change even when you’re not looking.

Read that again, consumers change even when you’re not looking, especially when the world or economy turns chaotic. It may seem like a safer bet to cut back on marketing and research, but that could make the problem worse. When consumers change their behavior, brands that cut research are left making decisions in the dark—making it harder to plan and adapt.

Here are a few ideas to help you stay on top of your consumers’ needs—and ahead of the competition…

1️⃣ Repurpose what you already have.
You might already have a product or solution that meets emerging needs—you just don’t see it yet. Research can help you uncover what’s on the shelf and find new ways to win without reinventing the wheel.

2️⃣ Play offense, not defense.
Smart brands stay ahead by keeping a real-time pulse on shifting consumer behavior—and adapting fast. Skipping research puts you behind the curve, making it harder to update products, brands, and services down the road. Don’t let your brand get stuck playing catch-up.

3️⃣ Innovate while others hesitate.
It’s true—necessity really is the mother of invention. Economic uncertainty is fertile ground for brands to create solutions competitors haven’t even imagined yet. Consumer research reveals pain points and shifting preferences that can spark new ideas, loyalty, and love for your brand. Solve real problems, and you’ll win hearts every time.

Need more proof? Let’s look to the past to see these ideas in action…

1️⃣ Repurpose what you already have
✅ Case*: According to a Harvard Business Review study, 80% of new product ideas actually come from existing products or internal assets being repurposed in new ways
👉 Example: During the 2008 recession, Netflix pivoted its existing DVD rental model to streaming—leveraging existing content rights and infrastructure to meet new consumer demand, ultimately transforming its entire business.

2️⃣ Play offense, not defense
✅ Stat*: Brands that increased marketing spend during a recession saw sales rise up to 275% over those that cut back
👉 Example: Procter & Gamble famously doubled down on advertising and consumer research during the Great Depression—leading to the rise of brands like Ivory Soap and becoming market leaders while others cut spending.

3️⃣ Innovate while others hesitate
✅ Stat*: 14% of Fortune 500 companies were founded during economic downturns or recessions
👉 Example: Airbnb and Uber both emerged during the 2008-09 financial crisis, spotting unmet needs in cost-saving and convenience that traditional players overlooked. 

While these examples might be the extreme, it still makes the case that brands that lean in while others are holding back are the ones that win the hearts, minds, and wallet of consumers.

W5 can help and the budget doesn’t have to break the bank.

We’re pros at designing custom research that answers your exact questions and fits your financial reality. Don’t settle for cookie-cutter research that only half delivers or misses your audience. Give us a call—we’d love to partner with you to find the insights and solutions you really need.

*Sources:
HBR, Why Organizations Don’t Learn, Garvin & Edmondson, 2008
McGraw-Hill Research, “Marketing in a Recession,” 1985, revisited often in modern marketing discussions
Kauffman Foundation Report