Articles Posted in Marketing & Innovation


Voice of the Northwest – A Local Survey Community

This week we issued the first release of the findings from a survey conducted with the VoiceNW research community. So what is VoiceNW and why the big deal, you may ask? VoiceNW (Voice of the Northwest) is a research solution that allows Ipsos to get inside the minds of Puget Sound citizens and consumers to…

Read More...

The State of Marketing in British Columbia

What keeps B.C.’s marketers up at night? What new and innovative ideas are they keen to explore? Which brands inspire them the most? We wanted to know so in conjunction with the British Columbia Association of Integrated Marketers, we turned to marketing, communications and advertising professionals across the province to get a clearer picture.

State of Marketing slide_0

I recently had the pleasure of presenting our findings of a detailed survey conducted on marketing efforts in B.C. at the BCAIM 2012 State of Marketing event. In case you didn’t make it, I’ve highlighted below some key trends to watch out for.

Read More...

Vantis*Express: Home Edition

In November, Ipsos is running a special Home Edition of our traditional Vantis Express tool among homeowners. This special run is designed for our durable goods clients who design products that make consumers’ lives better every day at home.

 

Read More...

Scare Tactics

If companies put half the innovation and creativity into their regular process that they put into Halloween (or Easter, for that matter) in and outs we would be awash in mind-blowing new products.  This is what happens when you remove some of the typical ROI constraints in which companies are awash – you end up actually generating ideas that leap over those constraints, and create a category that is growing rapidly rather than one that is cost-reducing itself to death.

Read More...

Why Fantasy Football Is Relevant to Marketing Research

I won’t bore you with an article about fantasy football (though as of this writing, I just have to say…I am awesome).  Instead, I noticed something the other day that I thought worth sharing.  Next to the game score for the week, there was a button that said “recap.”  I clicked it, and you can read below what I found.

Read More...

Reflections: Building Brand Desire In-Store

Every time your consumers walk into a store, they face an endless array of shopping options. Even though they are motivated to buy, the challenge is getting them to pick your brand over all of the others. How do you jump out at them and make that leap from to shelf to shopping cart, to sale and repeat? We explore ideas and strategies in the latest Reflections from Ipsos ASI.

Read More...

This Is Very Important

It isn’t often that you see a sign like this: THIS IS VERY IMPORTANT. There’s a message that will stop you in your tracks and prompt you to read more. Many of us at Ipsos did, especially when we realized, with delight, that our colleague’s article was named as The Most Important Presentation at Esomar Congress.

Read More...

Taking A Holiday Pulse

The holidays are the biggest sales season of the year – I know that personally by the line-ups I’ve stood in to see the smile on my kids’ faces come Christmas morning. But as a researcher, I also know that most marketing plans were set earlier in the year, and not necessarily reflective of new…

Read More...

31% of Democrats are conservative! Party ID, Voting Intention, and the political makeup of samples

Ipsos has been getting a lot of questions lately about the political makeup of polls. This is normal towards the end of an election cycle – lots of people scrutinize the polls a lot more closely! We welcome the discussions, and it offers us an opportunity to help people better understand what makes up a quality political poll.

Read More...

Right Research for the Right Reason

I’ve been in marketing research for 30 years now, about 20 of those years spent on the ‘client side’ with various companies from television broadcasting, to healthcare, to online travel. One constant I have experienced during this time is that businesses often struggle with identifying what type of research to use in a particular situation. There is often a tendency to focus on what is easy and/or cheap or what the highest C-level is asking for. But, just because it’s easy or cheap (or being demanded by the CEO), doesn’t mean it will yield the type of consumer insights needed to drive both brand and product development

Read More...