Spotlight Editor
About Spotlight Editor
Madelise.VanVuuren@ipsos.com

Good research leads to good ideas. Good ideas lead to smart strategies. Every month, Ipsos Ideas delivers a basket of fresh ideas to thousands of subscribers across the United States and Canada. Just like you, they are curious minds looking for inspiration and insight to inform their business decisions.

Articles in Ipsos Ideas touch on all six areas of Ipsos research expertise – advertising, loyalty, marketing, media, public affairs, and survey management – with thoughts and ideas based on our extensive experience in research. From latest findings to the next big break through, Ipsos Ideas connects you to the collective thought leadership of Ipsos in North America.

Articles by Spotlight Editor


Lego Your Research at TMAG

With a big shout of thanks to HP for inviting us, and a nod to my colleague Marian Strauss, I recently had the privilege of speaking at the 55th meeting of TMAG (the Information Technology Market Analysis Group), an industry consortium of market intelligence personnel from IT hardware, software, and related services companies…which is ironic, given…

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Customization Is (and Needs to Be) Everywhere

This article was co-written by Laura Kurtin and Amy Dodge. Those of us who have studied marketing in school and have worked in the industry tend to be a bit cynical about some of the gimmicks and ploys companies use to encourage us to buy their products and services. However, when we see our favorite…

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Health & Wellness Going to the Dogs

I’m as confused as the next person about what I should be eating and drinking. Is red meat good for me, or not? Will coffee and beer make me die young, or give me super powers (I’m really, really hoping for the latter, as I’ve been training hard)? It seems like every day there’s another…

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Your innovation is awesome! Too bad no one will find it online…

You’ve just launched an incredible innovation in salty snacks. It has all the benefits of popcorn, but can be eaten like a chip. It tastes great, and is reasonably healthy. This product looks poised to disrupt the chip aisle, and make millions. But it won’t, because no one will find it. This might be the…

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#LillyforTarget: A Lesson in Balancing Brand Image and Brand Relationships

There I was in my local Target on a Sunday afternoon, enjoying a browse sans husband and baby, when I overheard the following: Customer: “Do you have any of the Lilly Pulitzer stuff left?” Store clerk: “It sold out in like 10 minutes” I’m not very familiar with Lilly Pulitzer, in fact my introduction to…

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The Link Between Device-Neutral Concept Testing and Behavioral Economics

This is ostensibly supposed to be a blog article encouraging you to come hear Ipsos speak at the upcoming Marketing Research in the Mobile World (MRMW) conference. The conference is being held May 19-22 in New York City, and Jiongming Mu (Ipsos Marketing Sciences VP and forecasting guru) and I are presenting Ipsos’ revamped approach…

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It Takes a Village: Driving Innovation with Online Communities

They say it takes a village to raise a child, and now that I have a rambunctious one year old of my own, I completely agree. But as a researcher, I could not help but think this is also true of developing an innovation. It takes a helping hand and input from hundreds, if not…

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I moved so slow, I didn’t know that I was backing up

It’s not that often you see an article about concept testing titled with a lyric from a rock band; even less often a band called “The New Pornographers.” (Note to the Ipsos IT department:  I swear, it’s a band, don’t take away my Internet access, it’s from a great song called Backstairs – sorry I…

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TV Influencers: Twitter Users vs. Non-Users

Ipsos MediaCT has been conducting research into the role of TV Influencers, and our most recent white paper on this topic The Twitter Effect: Understanding Twitter’s Role in TV Behaviors gives a large understanding to the impact that social media, and Twitter in particular, has with regards to creating influence in the TV space, with the ultimate aim of attracting more viewers to shows.

IPSOS TV Influencer Infographic_FINAL_12.5.14

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5 Principles for Effective Digital Advertising

In today’s new realities of paid, owned and earned media, marketers have to think differently about the role that digital plays in their media plan. And while digital may provide unprecedented ability to target consumers, many campaigns fail to realize their full potential by not breaking through the online clutter or generating the intended brand…

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