Ipsos Encyclopedia - Ethnography
Definition: Ethnography is a qualitative research method derived from the fieldwork practices of anthropology. It is often characterised by its emphasis on spending extended periods of time with people or groups of people to generate/create a holistic picture of cultural practices.
Ipsos Encyclopedia - Emotional Measure
Definition: Understanding emotional response is a critical dimension to assessing the strength and effectiveness of all types of marketing elements from concepts to advertising, product experience, fragrance, packaging and promotion of all kinds. It has been long accepted that brands that evoke positive emotions have the highest chances of being preferred and purchased. So measures that can help us profile consumer response are invaluable to our understanding of marketing and brand impact.
Ipsos Encyclopedia - Customer Journey Mapping
Definition: Customer Journey Mapping is the process of graphically diagramming components or mapping comprehensively the journey or journeys customers take as they interact with organisations, whether those interactions are marketing communications, products, service experiences, or any combination (organisation-controlled or not) that impacts perceptions of the customer experience.
Ipsos Encyclopedia - Brand Loyalty
Definition: Loyalty is faithfulness and a devotion to a person, country, group, organization, or cause and is the recognition of the specialness of a relationship which results in differential and more favourable treatment towards this relationship, the creation of a bond as the result of this relationship, and the defence and reinforcement of this relationship.
Ipsos Encyclopedia - Brand Essence
Definition: 'Brand essence' is a compact summary of what a brand stands for, typically as part of a more detailed brand key (e.g. Aaker's 'Brand Identity Planning Model' or Ipsos' 'Brand Mandala'). The brand essence is a single thought, typically expressed in 3-5 words that captures the soul of the brand; the brand's fundamental nature or quality. Some examples are 'Disneyworld: Magical Fun', 'Starbucks: Rewarding Everyday Moments', 'McDonalds: Food, Folks & Fun', 'BMW: Driving Pleasure', and 'Nike: Authentic Athletic Performance.'
Ipsos Encyclopedia - Brand Equity
Definition: The many definitions for Brand Equity cover similar ground. At its simplest, Brand Equity is a measure of a brand's current health, strength or ability to generate sales, or usage, among its target audience. A more complex and financially-based definition of Brand Equity, is the "net present value of the profit stream management expects the brand to generate through time."
Ipsos Encyclopedia - Biometrics
Definition: The original technical definition of biometrics is an individual's distinct biological markers used for identification (e.g. for security reasons) such as finger prints, irises, face and voice recogniton. But in the past few years, as neuroscience has been applied to market research, biometrics has come to mean physiological arousal measurements that indicate levels of nonconscious (System 1) response to stimuli such as heart rate, galvanic skin response (GSR), eye tracking and so on. All of these measures represent physiological levels of arousal, engagement and/or emotional response.
Ipsos Encyclopedia - Agent-based Modelling
Definition: Agent-based modelling (often shortened to ABM) is an analytic approach for simulating a marketplace (or other environment) by coding individual, autonomous decision-making units (called agents) that are programmed to make decisions, interact with each other, learn over time, and/or respond to changes in the environment.
ABM is a simulation/ computational approach rather than a statistical/econometric one, but the specific rules governing how agents behave are flexible and can be driven by statistical models, Behavioural Economic "rules of thumb", or other logic.