VOWEL – economic recovery


My “vowel” moment in thinking about post-coronavirus economic recovery – and how to support our market research clients – came when I realized, “Oh, market research is the E in VOWEL.”

In efforts to think about the post-coronavirus economy – and how, if, and/or when it will recover – Bloomberg published an April 26, 2020 article about “VWL” (“Tale of Two Economies…”).

In this article, there are economists’ views of  “An uneven reboot for the global economy” – a view which makes sound sense.  ….Some nations’ recoveries “are a little more V-shaped because there’s a little bit more manufacturing, a little more tech,” Catherine Mann, Citigroup Inc. chief economist and former chief economist for the Organization for Economic Cooperation and Development, told Bloomberg Television April 23. [think: a fast decline down, a fast recovery back up] “That might be a South Korea or Taiwan. And then there are other economies that are extremely tourism dependent. Those are facing L’s. Something like a Thailand, a Singapore.”

So, think of economies recovering as V, W, LV’s for the quick rebounders, W’s for the uneven “up and down, all over” nature of varying economic sectors, and L’s for the flattened sectors.  Insert the vowels O for “O, that makes sense” and E between these consonants and you’ve got VOWEL.

Dictionary.com defines vowel as “a speech sound which is produced by comparatively open configuration of the vocal tract, with vibration of the vocal cords but without audible friction, and which is a unit of the sound system of a language that forms the nucleus of a syllable.”

Oh. A vowel doesn’t create audible friction.

…..If your firm would like to reduce friction in its’ business model going forward – in other words, have assistance in dealing with and recovering from economic uncertainty – get the E in VOWEL .  Specifically, research your best RECOVERY(EE) options with Burkhardt & Co.’s market research and business planning services (market forecasting and strategic planning, if you will).   Contact us today.

Kim Burkhardt, MBA is a market research and competitive intelligence consultant at Burkhardt & Co.

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