GfK’s CCB has provided essential context for businesses and organisations during times of crisis. It has offered insight into the UK’s thinking through boom and bust, the Brexit vote, and most recently, the coronavirus pandemic.
Each month our in-house experts analyse the data and provide insight and commentary to make sense of what is happening that month, and what it means in the short, medium and long-term. This perspective helps businesses respond tactically with the long view in mind, rather than make knee-jerk reactions.
Our expert Joe Staton explains how CCB can provide much-needed context in times of disruption:
"The Index has recorded a number of recent shocks, but consumers have reacted differently each time. For example, following the global economic downturn in early 2008, it took six years to crawl back to positive territory whereas both Brexit and more recently coronavirus pandemic have created more of a ‘V’-shaped recovery. Understanding the trajectory of confidence shapes responses from brands and companies to changing circumstances and provides insights into the financial pulse of both current and new customers alike".
Each month GfK provides commentary and analysis of the latest findings. For instance, Joe Staton, Client Strategy Director GfK, said in May 2021:
