Using metaphor elicitation to gain a truer consumer-centric measure of influence.
Our new brand growth story, the future of money, fractures in French society and a special on the US election all feature in our latest monthly round-up of research and thinking from Ipsos around the world.
Ipsos Update
Welcome to Ipsos Update – our monthly selection of research and thinking from Ipsos teams around the world. October’s edition features new papers on agile research, surviving disruption, and creating strong branded memories in ads, as well as reports on Kenya, populism, and young people globally.
More than ever, customers have a powerful influence on their relationship with brands. Their voice matters and they can have a strong impact on a brand’s behaviour.
Running global Customer Experience studies provides both better value for money than individual country studies and a degree of standardisation across markets. However, their validity remains at risk from an age-old research problem: cultural bias.