# Professor Tom Meyvis cautions against unequivocally accepting market research amid a lockdown

1 Faculty News May 4, 2020 ![The Economist logo](/sites/default/files/styles/246w/public/assets/images/uat_025662.jpg?itok=1_MW1PTy)>

Excerpt from [The Economist](https://www.economist.com/the-americas/2020/05/04/as-cases-of-coronavirus-grow-what-about-cases-of-corona-beer) -- "But any evidence of lasting damage to the brand would be slow to emerge, points out [Tom Meyvis](https://www.stern.nyu.edu/faculty/bio/tom-meyvis), a professor of marketing at the Stern School of Business, at New York University. Market research amid a lockdown is unreliable, as is purchasing behaviour during a global recession."

[Read More](https://www.economist.com/the-americas/2020/05/04/as-cases-of-coronavirus-grow-what-about-cases-of-corona-beer)