CVII Scale

The Coronavirus Impact Indicator (CVII) has been developed to assess the impact of the pandemic on the wellbeing and the economic status of individuals and organisations. The CVII is represented by a grid, with wellbeing and economic impact forming the two main axes. These were chosen after assessing public and research domain conversations about the pandemic’s impact in late April. The CVII scale was developed in a short space of time by an oomph team of practitioners, who are experts in customer experience, behaviour change and business transformation. It was swiftly brought to market so that the first wave of research could assess results during the initial intensive phase of COVID-19 disruption in most markets. The use of the wellbeing and economic axes and their categorisation into a scale grid of macro and micro indicators reflects the judgements of that team’s extensive experience across multiple markets and sectors. The descriptors are intended to bring some real life meaning to a quantitative measure that would be otherwise difficult to assess.

The data on the CVII scale was collected using the online research platform Decision Juice. Respondents were able to choose a point on the grid or leave a comment using the ‘Stikky’ functionality. The grid reference data for each respondent was recorded by the platform and mapped onto the CVII scale.

Macro Indicators

1

HOPEFUL IN HARDSHIP

Remaining physically and mentally resilient, despite chronic economic pressure.

2

IN CATASTROPHIC CHANGE

Struggling to survive financially, while experiencing a severe detrimental impact on personal wellbeing.

3

SURVIVING BUT DESPONDENT

Coping financially in the face of change, but lacking a positive sense of wellbeing.

4

MANAGING AND OPTIMISTIC

Coping, maybe thriving, both in economic status and sense of wellbeing.

HOPEFUL IN HARDSHIP

1A

I’m experiencing a catastrophic impact on my economic status but changes elsewhere mean I feel better and more hopeful overall.

1B

I’m seeing a catastrophic impact on my economic status but changes elsewhere are keeping my wellbeing in check.

1C

My economic status is suffering significantly, but changes elsewhere mean I can see opportunity and feel optimistic.

1D

I’m experiencing a significant impact on my economic status but nonetheless I am coping, and my wellbeing and emotions are stable.

IN CATASTROPHIC CHANGE

2A

My finances are suffering substantially in a way that is unsustainable, and my wellbeing is also on the brink.

2B

My life is suffering financially, physically and emotionally; I’m experiencing a catastrophic impact with no end in sight.

2C

The impact is forcing me into detrimental economic change, and I struggle to feel healthy in mind and body.

2D

Changes in my life have caused a catastrophic impact on how I feel, which makes the financial suffering feel even more acute.

SURVIVING BUT DESPONDENT

3A

I’m surviving financially, yet times are still uncertain and my positivity and wellbeing have taken a significant hit.

3B

My economic situation is not the problem; I’m struggling emotionally and feel my wellbeing has been significantly impacted.

3C

I have come through this financially unscathed, and can even see an upside, but the change and stress has taken its toll on my wellbeing, perhaps more than I anticipated.

3D

I’ve desperately struggled with my own wellbeing and emotions, but at least I can see some financial opportunity.

MANAGING AND OPTIMISTIC

4A

I’m serving financially, yet times are still uncertain and my positivity and wellbeing have taken a significant hit.

4B

My economic situation is not the problem; I’m struggling emotionally and feel my wellbeing has been significantly impacted.

4C

I have come through this financially unscathed, and can even see an upside, but the change and stress has taken its toll on my wellbeing, perhaps more than I anticipated.

4D

I’ve desperately struggled with my own wellbeing and emotions, but at least I can see some financial opportunity.