Brand Strategy Made Simple: 4 Questions and a Few Alphabet Models

Of the “4Ss” driving Ipsos’ new “Game Changers” strategy (Security, Substance, Speed, and Simplicity), I have a particular passion for Simplicity.  And if there’s one area of consumer research that can really benefit from being simpler, it’s the one I head up for Ipsos in the US:  MarketQuest, which focuses on foundational market understanding and…

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TOMAmeter May 11 – 17: An Idol Has Been Crowned!

It was announced last week that next season of FOX’s American Idol will be its last. Despite marking the end of an era, congratulations are still in order for Nick Fradiani who is the winner of season 14! Mentions of American Idol caused the program to jump from beyond the Top 20 to #6 this week. The last time American Idol ranked this high was the premiere of season 12 back in January 2013!

Word Cloud May 19

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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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TOMAmeter May 4 – 10: Once Upon a Time in the TOMAmeter …

ABC’s Once Upon a Time wrapped up its fourth season this week and mentions of the program were enough to move it up eight places to #8. This is the highest the program has been since the final week of 2014 when it came in at #6.

Cloud May 12

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Incumbency is King! Political Fundamentals Put Dems and Clinton’s Odds at Only 30%

Polls, pundits and even bookmakers have already elected President Hillary Clinton. However, at this point in the Game of Oval Office Thrones, models are better oracles than polls – and the models do not like her odds.

Hillary a Slam Dunk, Right?

We are still twenty months out from the US presidential election and ten months from the first primary, but the electoral season is in full swing. Already many pundits are speculating about who will and will not take the White House in November of 2016. At the moment, Hillary Clinton is the consensus favorite. Most cite her polling numbers, popular appeal to women, and formidable war chest.

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The Most Common Innovation Mistake to Avoid

One of my favorite questions to ask clients is, “What does the term ‘innovation’ mean to your organization?” Over the years I’ve gotten used to the quizzical looks I get in response, but when it becomes clear it’s not a rhetorical question, it has led to very valuable discussions. My general observation is that most…

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Ad-hoc Research Slows Product Development

Ad-hoc research is often the most used method by which we understand our markets and new innovations. Most of us work on evolving markets that often have very specific questions which we feel we need to address and ask of consumers. For most of us these questions change nearly every time we look at a…

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Infographic: Mental Health on the Minds of Canadians

Ahead of mental health week, we asked 2,010 Canadians about their experience with mental health issues like stress and depression. The results reveal a disconnect between how Canadians are assessing their own mental state and the actual impact these issues are having on their lives.

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TOMAmeter April 27 – May 3: Grey’s Anatomy Continues to Climb!

Building off of the shocking revelation from two episodes ago, ABC’s Grey’s Anatomy swapped places with CBS’ NCIS to become the 4th most mentioned program this week. With two more episodes to go in the 11th season, look for Grey’s Anatomy to remain a strong performer in the Top 20.

May 4 word cloud

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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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