“I am looking for the most beautiful tomatoes”: how our behavior changes on quarantine

"I am looking for the most beautiful tomatoes": how our behavior changes on quarantine

Sociologists, the situation of recent months can even please – the changes that take place open up great opportunities for research.

The results of this work will help us understand how communication, building plans and consumer strategies have changed.

In April, 12 research agencies organized a joint study in 11 cities of Russia: they conducted 25 focus groups and 20 deep interviews.

The initiator was the company “Joy of understanding.

” In May, the company updated the results together with researchers from Tiburon Research: sociologists conducted another 15 qualitative interviews and interviewed 600 residents of large cities in Russia.

We publish the latest data, and you can monitor the updates in the telegram channel of the project.

Social ties: weak weaken, strong strengthen Self-isolation helped to look in a new way at my circle of communication.

Many were surprised to notice that they did not miss most of their relatives, friends and acquaintances.

People think about whether this communication gives them something valuable, or they waste time.

In addition, the probability of random meetings today has come to naught – and this has become an “indulgence” to refuse to communicate.

“I do not like to visit and, all the more, to call guests, I used to do it because I had to, and now you can just say“ we are self -isolated ”and not inventing explanations.

” “There are friends with whom I used to meet once or twice a month, we walked somewhere, sat, dangled, drank, but now not and not necessary.

I found that I don’t remember about them at all.

” At the same time, strong ties became even stronger, the value of communication with truly close people has increased.

Industry 4.

0 Isolation or socialization: how VR will affect human communication “All my life I have communicated closely with my sister, so we have become even closer, we communicate more, we support each other.

I realized how I miss her and her children, my nephews, how I want to see and hug them sooner.

When you are spinning every day, you forget to show attention and care, and here you understand what is actually important.

” Old, interrupted or became less intense, but significant connections: with childhood friends, classmates, classmates, close colleagues from past work, especially with those who live in other cities and countries.

The epidemic and quarantine began to get in touch and gave a common topic for discussion.

“I found my school friend through social networks, with whom they had not communicated for a long time.

I was born and studied in Kazakhstan, left for a long time, and he lives there now.

There was just a reason to write, find out how you are, how health, how a family, how they have things to do with an epidemic, that they can, that it’s impossible .



” Reducing the spontaneity space Now any exit from the house requires composure and preparation: a mask, gloves, and sometimes preliminary receipt of a pass.

Most of the places where people used to go spontaneously, closed and inaccessible.

You can’t go not only to the park, cafes, bar, shopping center, cinema, but just walk with friends, come to visit, meet in the center or on the embankment.

There are fewer spontaneous purchases.

People try to save, are not ready to “let go of money” for something that is not an urgent need, especially considering obscure financial prospects.

“Previously, I could buy myself a new cover on the phone or some other pleasant trifle (cosmetics, jewelry, hairpin), and now you already think, but whether I need it, you consider money.

” Or simply do not fall into places where something could “seduce” them.

“You go to work, go to the coffee shop for coffee, go to the shopping center for groceries, buy yourself something from cosmetics, and now you are sitting at home, there is nowhere to go and you don’t need anything.

” Online shopping, unlike the “traditional” offline, involves planning.

Today, the choice is even more thoughtful, the collected basket is repeatedly reviewed.

As a result, the chances spontaneously buy, along with the necessary things, something accidentally attracted becomes less.

People are worried about a lack of spontaneity in everyday life-there are not enough random meetings, conversations, freedom in choosing entertainment.

But the restriction of spontaneity in purchases seems positive: many believe that this will allow them to make consumption more rational.

During self -isolation, many figured out at home and found both many useful things that can be introduced into use and deposits of an unnecessary, bought under the influence of the moment.

This pushes to an audit of customer behavior.

“I figured it out at home and found that I have a lot of things that I didn’t need, but I once bought it, spent money .



Now it’s a pity.

” “I only now understood how much clothes I have, you can buy nothing for a long time.

” Live one day: Focus for short -term planning People began to plan what they used to do spontaneously: to think over the list of purchases and recipes for dishes, their leisure and children, to conduct a family budget.

This partly allows you to regain a sense of control over your life.

“I began to think through that I would prepare tomorrow or the day after that I need to buy, which series we will watch, what you can play .



” Those who work from home are forced to learn to plan their time, independently distribute resources, overcome procrastination and invent how to motivate themselves.

Social economy How our feeling of time on self -isolation has changed Almost everyone says that control from the authorities has decreased, but they try to fulfill their duties quickly and efficiently (“confirm their need”).

People are afraid to lose their jobs because they understand that it will be difficult to find a new one now.

Do not guess for tomorrow: reduction of opportunities for long -term planning It is impossible to plan entertainment, travel and trips – no one knows how the epidemiological situation will take shape and when the prohibitions and restrictions will remove.

“I dreamed of getting one concert, but now it is generally unknown whether this group will come to Russia.

” “In the summer I was going to go to visit my parents and stay with them, now I don’t know if I can go, whether the planes will fly, whether the boundaries will be opened.

” Many are not sure that they will be able to save work and the usual level of earnings.

Therefore, it is not clear that they can afford in the future.

“I was going to Prague in this May, it is clear that everything was canceled.

Now I fight the airline to return something.

They say they give a certificate for a trip in a year.

I have no idea if I will have money for a trip in a year or I will save on food.

” Almost no one has a “airbag” that allows you to make plans for the future in conditions of financial uncertainty.

“I work from home, the salary has now been reduced, since there is little work.

There are savings, but they will have enough for a month or two, what plans will you build here? ” Loss of control over your life enhances anxiety.

But the fact that everyone was in this situation is somewhat reconciled with reality.

“It’s sad, of course, that nothing is clear with a vacation this year, I really want to at sea, but no one is flying anywhere, the whole world is sitting home.

” Social economy How to save your nerves, reading news during a crisis Buying products becomes more emotional The purchase of products is of particular importance and emotional coloring.

Given that other types of shopping are now little relevant, going to the food store is becoming one of the few affordable entertainment.

This is a legitimate reason to leave the house, take a walk, “break out of four walls”, and rest from the family and children.

Buying products and subsequent cooking are important topics for discussion on social networks.

Gamification of food shopping occurs: there is an excitement to buy at the best price, find something new in the assortment, choose the most profitable offer, find certain products in different stores.

“Previously, to please myself, I went to Zara, each time you buy a blouse or T -shirt, and now I like to go around all the stores in the area to find the most beautiful tomatoes for the most profitable price.

” Along with this, the geography of the purchase of goods is expanding.

People actively study shops in their area, compare the assortment, prices, quality of products, visit more outlets than before.

The double insulation People consciously or unconsciously violate the regime of self -isolation.

Someone does not manage to reconsider their usual behavior, while others underestimate or ignore the danger of infection.

If a person is not ready to abandon something, he comes up with excuses, explains to himself and others why his actions are necessary or safe.

The universal fatigue from self -isolation also leaves an imprint (“Understand, we are just stunned to sit in odnushka”) and the lack of a clear position of the state.

Considering that the country has not been announced in the country, but only the regime of self -isolation, people believe that they were isolated as much as possible.

Many violate self-isolation unconsciously, do not realize that they are doing something forbidden: they go to visit their family members who live separately, including older relatives.

Sometimes they also lead their children to them (“Grandma misses the granddaughter”).

In addition, people do not observe a social distance in communication with loved ones – they continue to hug and kiss when meeting and farewell – and meet friends (“We are self -identified and friends, so we go to visit each other”).

Why violate It is embarrassed and ashamed to show that they can perceive their relatives and friends as a source of infection.

It is much easier to violate the rules than to demonstrate that you are afraid to become infected from a loved one, to offend him with your distrust.

It is significant that even those who follow the rules and avoid communication, usually explain this by the fact that they themselves can be asymptomatic carriers – that is, they are afraid to infect others, and not become infected themselves.

Fear of being incorrectly understood and compliance with the rules can be perceived as unwillingness to communicate and spend time together – this is especially true for elderly relatives.

“I cannot bring my mother’s bags, leave them on the threshold and leave.

She will be deadly offended if I do not come to sit with her, talk, drink tea.

He will think that I have no time for her.

” Many believe that relatives and close friends cannot be a source of infection-the virus always spreads through strangers (first foreigners and those who arrived from abroad, then Muscovites, etc.

) Social economy A reason to think: how supporting migrants can save the economy People are looking for how to get around the prohibitions and preserve their habits and their territory of freedom.

At the same time, no one wants to conflict with the authorities – therefore, many people pretend or sincerely believe that they observe the restrictions introduced, even violating them.

“We see with what flexibility people approach the rules of their own and public security,” comments Alexander Novikov CEO, “many easily rationalize the fulfillment of their previous desires, habits and situational“ pauses ”in following the rules.

This approach dramatically reduces the effectiveness of measures opposing the spread of the virus.

And if there is no new and noticeable increase in the number of cases, then those rules that we are now fulfilling – masks, gloves, social distance – will gradually turn into a strange system of ritual actions to protect themselves from the fears of the new time.

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