Knowledge & Ideas

Audiences or Programs?

Advertising

In a recent White Paper, programmatic demand-side platform provider, TubeMogul, referred to ‘the unstoppable shift to audience-based buying’ in the U.S. television market, arguing that inefficiencies in the way TV advertising has traditionally been...     


FIVE Food Fact: Ethnic Canadian Consumption Habits

Marketing

Did you know that ethnic Canadians tend to eat dinner much later in the evening? In fact, South Asians consume dinner between 9-11pm! Ipsos FIVE captures ethnicity as part of our tracking study. Our Visible Minority database has grown to become...     


Public Perspectives: Understanding Canadians

Public Affairs

Ipsos’ biennial Understanding Canadians report examines how we live and work, our optimism for the future for ourselves and our children, and how our Canadian attitudes and expectations are changing.     


Public Perspectives: Ipsos’ 3rd Annual Canadian Mental Health Check Up

Public Affairs

Ahead of CMHA’s national Mental Health week, Ipsos Public Affairs explored the attitudes of Canadians toward their mental health in our third annual Canadian...     


Understanding Perception & Experience

Marketing

In this video interview segment hosted by St Joseph Communications’ Michael Chase, we hear from Steve Levy who sheds light on a number of topics including (1) what drives influence within a brand, in Canada and around the world, and (2) the massive...     


#NotAJoke. Branded Entertainment Oscars Style

Advertising

Despite several impressive examples of branded entertainment, like Red Bull’s events, SC Johnson’s ‘Glade Museum of Feelings’, and even the latest installment in the Lego movie series (Lego Batman), it appears that many are still trying to determine...     


Neuromarketing: Your Brain on Advertising

Advertising

In this video interview segment hosted by St Joseph Communications’ Michael Chase, we hear from Elissa Moses who discusses the science of neuromarketing and how the brain engages with both print and digital advertising channels.     


How Dinner is Changing to Suit Today’s Hectic Lifestyles

Marketing

Canadian Restaurant & Foodservice News, March 21, 2017 – In this article, Ipsos’ Kathy Perrotta references new food and beverage data sourced from Ipsos’...     


Ipsos FIVE Monthly Fact – March 2017

Marketing

With the warm weather fast approaching, there is big opportunity for growing the consumption rates of indulgent snacks like Chocolate and Potato Chips. Ipsos’ FIVE study examines the top factors driving snacking choice at special occasions...     


Public Perspectives: Canadian Views on Equality for Women

Public Affairs

Public opinion on women’s equality still depends on which gender you ask — while 57% of women in Canada believe that they have opportunities equal to men, men are more far more likely to believe that this is the case (76%). Further, a minority of...     


Confessions of the Ad Men

Advertising

As advertisers continue to move towards digital-first media budgets, we couldn’t help but wonder whether this trend is in part being driven by the behaviours of the advertiser, and not the target market. Studies confirm that the people making...     


An Efficient Alternative to Concept Optimization

Marketing

We are all familiar with the empirical tools used to evaluate concepts, optimize the words and phrases, and forecast sales. But these fail to examine it from a real life perspective: what do consumers want from the concept or, more...