Public Perspectives – September 2012

This month’s report serves up an economic and issues update revealing that Canadians (65%) are among the most positive in assessing the current economic situation in their country compared to their neighbours in the U.S. (28%). Overall, Canadians’ assessment of the national economy as well as their local economy and personal finances remains steady.

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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.

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Ipsos Ideas: Refreshing Ideas for the Fall…

We’re heading into the Fall and some of the busiest months for business and retail. As you continue to build and strengthen your brands, it’s always helpful to get some great ideas on how to do just that. That’s what this month’s issue of Ipsos Ideas offers.

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What Google Discovered About The New Multi-Screen World

Google commissioned Ipsos MediaCT and Sterling Brands to conduct research to gain a deeper understanding of consumer media behavior, specifically mobile and PC.  A smartphone based 24 hour media diary was used by Ipsos MediaCT to evaluate media behaviors within a 24 hour period, which was followed by a more in-depth Attitude and Usage online survey to dive deeper into their multi-media behaviors and actions.  Key media devices of interest included Smartphones, PC/Laptops, Tablets and TV, as well as Radio, eReaders, Newspapers and Magazines.  Specifically, we explored how media is used in daily life, what is driving consumers to engage with media, how consumers are using multiple screens to accomplish their tasks, how activities on one screen impact another, mobile’s role in screen interaction and the role of search among multiple devices, as well as a variety of other interesting finds.  1,611 respondents participated in the research, which equates to 9,974 diary entries, 15,738 media interactions and 7,955 hours of activity.

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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

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Live Innovation

Innovation is a cornerstone of success. Building on that, the Ipsos office in Vancouver recently hosted its own Knowledge Summit on July 17 at the Vancouver Marriott Pinnacle Downtown Hotel. The event – It’s Cool to be Innovative – showcased tips, techniques, and cool research methodologies in terms of customer understanding, and taking brand and business success to the next level.

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Public Perceptions of Ontario Hospitals

Recently, our program evaluation team produced a detailed report titled, Public Perceptions of Hospitals: Report on Ontario Hospitals, exploring public perceptions of hospitals across the province. The report measures public opinion of hospital performance on various publicly reported issues, including hospital cleanliness and hospital acquired infections.

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Ipsos Ideas: London Calling…

After seven long years of planning, preparing and dreaming, the 2012 Olympics have arrived. Whether you are cheering or sponsoring, you’ll be happy to read our pre-Games global findings about interest in the 2012 Games. They paint a picture of a world riveted to the call of London. Also this month is the latest thinking and findings from our team of research experts on topics ranging from advertising to consumer trends.

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Reflections: Insight From the Emerging Markets

We’re taking you on a little trip with our latest issue of Reflections, Ipsos ASI’s recurring thought leadership initiative and resource for clients. From Russia with love, to the digital beats of Latin America, and throughout the diverse Asia Pacific brandscape, we’re taking a look at brand communications around the world and offering some interesting and actionable insights taken directly from these emerging markets.

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Game of Inches #2 — Likely Independent Voters: Who they are? And what do they think?

The US presidential election in November will be a close one.  Many poll watchers, myself included, see this one as a nail bitter which will be won at the margins.  I still strongly believe that Obama will be the victor (link) but details and not generalities will carry the day.

In elections of this type, success is typically defined by a percentage point here, another there.  This puts a special premium on targeting and winning over those undecideds constituencies who have not chosen their champion.  One such group is likely independent voters who will probably show up at the ballot box, but do not lean strongly towards Republicans or Democrats.  Without a doubt, both the Romney and Obama camps will be giving this segment a very close look this electoral season.

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