We are in the midst of a economic crisis: the worst recession in 100 years and which may rival The Great Depression of the 1930s. This crisis demands new market research: new methods of data collection, new respondent engagement, new analysis, and new relevance to marketing and social decision-making. This presentation will focus on responses at a psychological level: how people are coping emotionally and socially in their families and communities. People are changing from 'consumers' to 'citizens' with major impacts on consumption patterns, responses to brands, communications, and future values. Even after the crisis winds down its impacts will remain with us.