Analysis of the changes in the needs of citizens after the COVID-19 crisis: the case of the Argüelles neighbourhood, Madrid

Abstract

Most Advertising and Public Relations campaigns target a group of people traditionally defined as “urbanites”. Studying the needs of this public is fundamental in the field of communication, since such needs progressively become modified due to relevant social changes, as those associated with the COVID-19 crisis. The main objective of this research is to analyse the changes in the needs of citizens caused in response to the COVID-19 crisis. For this purpose, 16 participant observations and 12 in-depth interviews have been carried out, together with a bibliographic review of secondary sources; thus allowing for methodological triangulation. The results obtained show the emergence of new needs related to the reform and maintenance of buildings; the increase in parking spaces for motor vehicles, bicycles and scooters; the growing need for storage spaces and environments for teleworking; the increased need for more benches and outdoor seating areas; and, finally, the reluctance to create meeting spaces with other neighbours.