Articles Posted in Marketing & Innovation


Inspiration by Consumer, Insight from Ipsos

Consumers are the lifeblood of innovation. To honor the consumer is to fuel the very soul of innovation in earnest. The Passion of the Consumer How do we think about the consumer? The consumer is you. The consumer is me. The consumer is the business builder, the innovator, and the entrepreneur. The consumer is the daring soul…

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Subscription Services and Their Influence on Brand Equity

Once upon a time, brick and mortar was how to shop for an upcoming night out or event.  Traveling from store to store, eventually the perfect outfit appeared and was carried home and hung directly in the closet.  While there was a little bit of comparison between prices and styles, once something fit and could…

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6 Keys to Success for Niche Products

Niche is not a word most marketers in large companies want to hear, given its association with smaller audiences and limited potential. However, success with niche products is possible and it requires careful handling from idea to in-market launch. With thousands of innovative products going through our research frameworks every year, Ipsos is in a…

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Affluent Optimism – and Marketplace Expectations – on the Rise

As 2015 draws to a close, the time has come to take stock of the learned Affluent trends and mindset– and our latest data paints a generally encouraging portrait for media and marketers interested in this essential market. (Note: we define “Affluents” as adults living in households with at least $100,000 in annual household income –…

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Capturing Cool in Western Canada

Cool is the mecca of brand identity and any brand strategist knows it, however, the process of gaining and maintaining ‘coolness’ is no easy feat. Many brands have tried and failed to adopt this elusive characteristic, resulting in a tarnished reputation that can outlive the brand’s life itself. Recently, I presented research specifically conducted for…

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Augmented Reality May Change How We Live Our Lives and Conduct Research

Existentialist philosopher Soren Kierkegaard once said, “Life is not a problem to be solved, but a reality to be experienced.” Working in an industry in which every day life revolves around identifying, researching, and solving business problems, Kierkegaard’s words ring a bit dissonant with current trends. But Kierkegaard is not alone in his musings. Enter…

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Are M&As the Death of Innovation in CPG?

The Era of M&As How often have you caught yourself wondering: “Who will be acquired next by this company?” or “Which conglomerate will now acquire this new venture?” If your answer is “very often, of late,” I am with you. Reflecting on the last decade, we have probably seen mergers and acquisitions happening almost as…

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Private (Advertising) Eyes, They’re Watching You

If you’ve ever felt openly judged for how you look, what you wear, where you shop, or what you buy, the Birmingham New Street railway station is not the place for you. Three enormous eye shaped advertising display panels are being installed above each entrance of the newly redeveloped train station. Composed of over 1,000…

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Cutting the Cord: Embracing what you can do in a device-agnostic world

Which of these scenarios are more common in your home during your free time? Can you be found sitting upright at a desk or table with your attention riveted to your computer for hours on end focused on a single task? Or are you more likely to be found reclining on the couch with tablet…

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Happy it’s Back to School?

omnibus-im-happy-feed

Why do so many parents look like fans jumping out of their collective seats at an exciting sporting event, the day their kids head back to school?

Maybe it’s the release of the Kraken from its summer nest, or all the free time work-from-home-adults suddenly achieve, or the unabashed excitement parents feel towards the Matterhorn of homework about to be poured down their children’s throats!  Whatever the reason, school is back in session, and bus driver Bob is rumbling, bumbling, and stumbling down every back woods street across America delivering our most precious assets to and from their daily dose of academic enrichment.

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