Articles Posted in Advertising

Meet the Hosts Most Likely to Influence Your Holiday Gatherings

The story below originally appeared in the November 13 edition of Ipsos’ GenPop Magazine:  Starbucks was playing Christmas music as early as last weekend and Home Depot displayed decked out trees before that. The holiday season that drives the nation’s economy is here. With it comes all manner of dinners, parties and other festivities, starting…

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Beauty Affluencers and Their Social Influence

The worlds of fashion and grooming are in a constant state of flux, driven by what’s hot, new, and emerging. Consumers are turning to new sources for inspiration, recommendations and advice and the impact of social media cannot be denied. The enormous number of choices, as well as the ease at which they can be…

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Millennial Women – The New, Experiential Travel Trailblazers

Research has shown Millennials are significantly less likely than prior generations to own homes or automobiles — and the rise of the sharing economy has only further illustrated and accelerated that point. But, the one thing Millennials are spending money on is travel. As a generation known for valuing experiences over ownership, it’s no surprise…

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Ipsos Affluent Intelligence Annual Report: Meet the Affluent Americans

Based on findings from our IAS Spring 2018 release, the IAI Annual Report is a snapshot of affluent Americans in the US. Data in the report provides a look at key demographics, affluent influencers (Affluencers), and attitudes and trends in media consumption and usage to offer a current look at who these key affluencers are and…

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Ipsos Affluent Intelligence: The New Experiential Traveler

American affluents’ demand for more authentic, unique and immersive travel continues to grow. In recent years, the focus has shifted from “going places” to “collecting experiences.” Today the travel category exists in a state of constant evolution driven by generational change, disruptive technologies, competition and social media. As in other categories, affluent influencers — particularly…

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New From Ipsos Affluent Intelligence: Digital Audiences

For over forty years, Ipsos Affluent Intelligence has been the preeminent authority on affluent American consumers. IAI’s continuously fielded Affluent Survey is the longest running, most widely used study of consumers with household income over $125,000. The survey offers an unparalleled view into affluent attitudes, preferences, brand ownership, media habits and purchase intentions – including…

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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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So, You Want to be #1, Eh?

A client recently asked me an interesting question…how do I make our brand #1? While there are a lot of big brands out there, which is the biggest? The “best”? What does it mean for a brand to be the biggest or best brand – the #1 brand? And if you’re not there, how do…

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TV Guide: What’s Up Next for Viewers?

Television is a bit of an antiquated concept these days. What we see on our screens is now delivered in so many different ways, and to so many different devices, that from a marketing and advertising perspective we are forced to stop thinking about “television” and rather, think more about “video content”. Marketers need to…

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Adding Fuel to Your Creative Fire

In the business of nurturing great creative ideas, there’s little question that marketers want to know what consumers think of our creative efforts, but often it’s a question of when we find out that can help make an idea better. One of the fastest growing trends in market research is getting consumer insight when it…

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