Blindfolded in a storm: Why brands need insight to navigate a crisis

There’s a worrying trend of companies canceling research programs (like brand tracking) during a crisis. Even with data and insight, not every company will manage their way out of a crisis perfectly.. So much is out of the brand’s immediate control. Without insight, though, companies risk making knee-jerk reactions that erode trust, amplify backlash and prolong recovery.

Crises don’t destroy brands. Poor decisions do. And ironically, one of the worst decisions brand owners can make during a crisis is shutting their eyes to insight. Instead of relying on data, they retreat - fearing bad news, yielding to budget constraints or to avoid legal exposure. But cutting off consumer research at the moment it’s needed most? That’s like trying to land a plane in a thunderstorm – with no instruments and no visibility.

The brands that thrive in crises aren’t the ones that retreat. They’re the ones that lean into insight, even when the data is uncomfortable. Here’s why.

Insight Turns Panic into Strategy

Crises trigger emotional, knee-jerk reactions – often the exact opposite of what a brand should do. Without real-time data on customer sentiment, media narratives, and competitor responses, companies flail. They issue tone-deaf apologies, shift blame, or go silent—moves that only amplify backlash.

But brands that embrace insight take a different route. In 2018, KFC faced a PR nightmare in the UK when a supply chain failure led to a chicken shortage. Social media erupted with outrage, and the crisis had the potential to damage the brand’s reputation permanently. Instead of panicking, KFC leveraged consumer insights to gauge public sentiment. Their response? A self-aware and humorous apology campaign, including a full-page ad featuring an empty bucket with a rearranged logo. The result? Customer frustration turned into goodwill, and KFC emerged stronger.

Many brands facing similar crises either remain silent or attempt to shift blame, which only fuels consumer frustration. KFC’s ability to listen to its customers and acknowledge the issue head-on transformed an operational failure into a moment of brand-strengthening.

The takeaway? Brands that rely on insight can turn a crisis into an opportunity to build trust and loyalty.

Silence = Suspicion, Transparency = Trust

Many brands fear transparency in a crisis. They worry that acknowledging an issue will make things worse. But in reality, silence is the biggest risk of all.

Consider Boeing. After two fatal 737 MAX crashes, the company downplayed safety concerns and delayed taking responsibility. Rather than addressing the software issues head-on, Boeing resisted grounding the planes – until regulators forced action. The result? A catastrophic loss of consumer and industry trust.

Had Boeing talked to customers and stakeholders, they would have known: Customers value transparency over perfection. Brands that openly acknowledge problems and show they’re fixing them fare far better than those that dodge accountability.

Brands that remain silent or defensive during a crisis risk deepening consumer mistrust. Gathering real-time insight allows companies to address concerns proactively and demonstrate accountability.

Know When to Apologize, When to Double Down

Not all crises require an immediate apology – some require courage and a belief in your brand and customer’s values. Brands who know their customers well and have access to data can determine the right course of action.

Nike faced backlash in 2018 for featuring Colin Kaepernick in an ad campaign. Critics called for boycotts, and some even burned their Nike products. However, Nike believed its core audience supported the campaign. Rather than backtracking, they doubled down on their campaign and message. The result? A surge in sales and a stronger connection with its most loyal customers.

What seemed like a risky move at first turned into one of the most successful brand campaigns of the decade. Without consumer insight guiding their decision, Nike might have succumbed to pressure and lost a valuable opportunity to strengthen brand affinity.

Crisis management isn’t just about damage control – it’s about making informed decisions that align with brand values and audience expectations.

Adapt or Be Left Behind

A crisis isn’t just a reputational challenge – it’s a test of brand adaptability. Companies that use data to reshape their strategies can turn a crisis into an opportunity.

Hungarian fashion brand Nanushka faced existential threats due to supply chain disruptions between 2022 and 2024. Instead of waiting for the crisis to pass, the brand used supply chain insights to restructure operations, diversify production, and pivot to a direct-to-consumer model. This proactive approach not only saved the brand but also positioned it for long-term success.

Nanushka’s ability to anticipate future challenges and pivot based on data was the key to its survival. Brands that wait too long to adapt often struggle to recover from crises, whereas those that embrace data-driven flexibility can thrive.

Brands that embrace insight-driven adaptability can turn crises into catalysts for innovation and resilience.

Conclusion: Insight Isn’t Optional – It’s Survival

Crises don’t wait for brands to get their bearings. Without real-time insight into consumer sentiment, media narratives, and competitive landscapes, brands risk making costly missteps.

While no company is immune to crises, those armed with data can navigate them with confidence. By keeping a finger on the pulse of consumer sentiment, brands can make informed, strategic decisions that not only mitigate damage but create lasting value.

At Hall & Partners, we help brands stay close to people and develop data-informed strategies to not only weather storms, but grow. Enabling brands to keep a regular pulse on their key audiences during and post crisis. Understanding which messages are resonating, whether they trust a brand’s response and how their perceptions will impact future brand engagement, purchase intention and advocacy. All key strategic indicators to inform short and long-term planning.

Book a call with our experts to learn how we can support your brand through any challenge.