We have all been inundated with information about how customer needs have changed and will continue to change for the foreseeable future. COVID-19 has had an unprecedented impact on so many lives. The way people now work, socialize, spend their time, and spend their money, is evolving. As a result, brand leaders are struggling to know how to adapt and connect with their customers in a meaningful way. Unfortunately, the available market research and marketing “advice” is generic and therefore not actionable.