Groundbreaking Study Provides Insights into How Businesses Preparing to Reopen Can Help Customers Feel Safe

ChoiceFlows Inc. (Choiceflows) along with nonprofit Restart Partners released a groundbreaking study revealing what worries customers about visiting businesses as they reopen, and actions business can take to attract customers while limiting COVID-19 transmission. Washington state is currently on track to fully reopen no later than June 30.

The study uses a Volumetric Choice Experiment (VCE) modeling approach developed by the founders of Choiceflows. Data from the study is being used to inform development of a new “Smart WA” online system that will help businesses tailor their reopening plans.

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“This research indicates many people remain hesitant about visiting businesses,” says Sandy Archibald with Restart. “This data gives us important insights about the kinds of actions and policies more likely to help customers feel safe and ready to return.”

“We see wide variations on this hesitancy by type of business and by county,” says Jordan Louviere, COO of Choiceflows, “Our research finds there are steps businesses can take to tamp down worry and get customers through the door.”

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Over 3000 people were interviewed in Washington in two waves in May – one wave before general mask mandates were lifted at the national and state level – and one wave afterward. Key findings include:

• Those reporting being vaccinated would prefer to not use face covering with proof of vaccination by others in public settings. The most popular second choice is requiring masks of everyone.
• People not planning to get vaccinated soon prefer masks not being required or encouraged. Their least preferred option was allowing only people with proof of vaccination to not wear face coverings.
• Attitudes about face masks also differs across categories of businesses. Choiceflows VCE research finds enforcing facemask rules and social distancing substantially increases planned visits over the next three months to most categories of businesses, including restaurants, bars, personal services, and retail. However, fitness service customers (gyms and yoga) place almost no importance on facemasks or social distancing requirements.
• Price increases over pre-COVID levels has a statistically significant negative effect on planned visits, even when businesses attribute increases as COVID-related. A moderate price decrease has a predictable effect of increasing planned visits to all business categories.

“These findings can help business owners make better decisions about which reopening policies will be most effective in attracting customers,” says Kevin Clark, CEO of Choiceflows.

“Restart Partners partnership with Choiceflows and work with Tanjo AI since the beginning of this year has been truly remarkable,” says Sandy Archibald, Founding Board Director for Restart Partners and Senior Research Fellow. “We look forward to sharing this research far and wide to improve the decisions business owners and managers need to make in Washington State.”

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