Knowledge & Ideas

Pisa vs Florence: The Two Ways to Make a Brand Attractive

Pisa vs Florence: The Two Ways to Make a Brand Attractive

Marketing

The importance of a brand’s image is well known as a key dimension recognized across both research and advertising when conducting brands audits. The importance of a brand’s icon is far less recognized but there are some success stories. Of course,...     


The Economic Pulse of the World — October 2014

Public Affairs

The report, titled “Ipsos Global @dvisory: The Economic Pulse of the World” is based on 18,010 recent interviews in 25 countries around the world. The report examines citizens’ assessment of current state of their country’s economy for a total...     


Taking the Manufacturing Out of Manufactured Foods

Marketing

It goes without saying that there has been an over-arching health and wellness trend in the food & beverage space for the past several decades. Of course, over the years as health care professionals, manufacturers & consumers have become more...     


Clearing the Fog on Neuroscience

Advertising

As an advocate of applied neuroscience, I want to address some misunderstandings of what Consumer Neuroscience is, and importantly, what it can and can’t do. First, it cannot read minds. Neuroscience can measure unconscious response patterns to...     


Examining the 'Fresh Not Fake' Trend

Marketing

It goes without saying that there has been an over-arching health and wellness trend in the food and beverage space for the past several decades. Of course, over the years as healthcare professionals, manufacturers and consumers have become more...     


Canadians Are No Strangers to the Ice

Public Affairs

The ice bucket challenge, I mean. During the dog days of summer, a number of big personalities—including politicians and celebrities—took to pouring buckets of ice cold water over themselves. Justin Trudeau did it. Even Justin Bieber was doused –...     


77% of Global Citizens Concerned That Ebola Virus May be Transmitted to Their Country

Public Affairs

Global — On the heels of a World Health Organization ("WHO") warning that the speed of the spread in West Africa’s raging Ebola outbreak could escalate in the coming weeks with thousands of new cases a week by early October, a new...     


The Economic Pulse of the World — September 2014

Public Affairs

The report, titled "Ipsos Global @dvisory: The Economic Pulse of the World" is based on 18,056 recent interviews in 25 countries around the world. The report examines citizens' assessment of current state of their country's economy for a total...     


The Wallet Allocation Rule: Winning the Battle for Share

Loyalty

Ipsos Loyalty’s Chief Strategy Officer, Timothy Keiningham’s new book, The Wallet Allocation Rule (co-authored with Lerzan Aksoy, Luke Williams, and Alexander Buoye) convincingly debunks commonly-held beliefs about the...     


Real Self or Projected Self: Who Should Brands Talk to?

Marketing

The first business question that comes to mind when our clients look at their marketplace is, “Do we really know our target?” Before trying to understand consumer needs and expectations regarding a specific product category, we...     


Why Online Shopping Is A Beautiful Thing

Media, Content and Technology

I track the online behaviour of Canadians and found it particularly interesting to discover that cosmetics and beauty products are among the categories that increased substantially between 2013 and 2014. Discover more interesting results from our...     


Mapping Out The Ideal Experience

Loyalty

Recently, I hosted a webinar during which I shared a detailed case study where my client leveraged a mapping tool to help better understand their call centre performance and improve customer-agent experiences. Below are some key learnings, which...