Insights From Ipsos In Canada
Values, Motivators & Advertising, Handheld Responses And Holiday Must-Haves
Toronto, ON -- Why and how does advertising work? What are the advantages of using handheld technology for `intercept' interviews? And just how connected are Canadians when they're on vacation?
Get the answers in the latest issue of Ipsos Ideas Canada, the free monthly e-newsletter of research, opinion and insights from the Ipsos Group, the global survey-based market research firm.
Beyond Emotion:
Understanding emotion is important for marketers because emotions influence brand perceptions and behavior. But it's no longer enough, says John Hallward, of the Ipsos Group of companies.
"Although measuring emotions is insightful, emotions alone do not explain behavior, " notes Hallward, head of product development for Ipsos-ASI, the advertising research company. "For emotions and motivations to evolve into behavior, consumers must become engaged and involved."
That's why Ipsos is beginning to probe consumer values and motivators. Emotions, personal values, and motivational drivers interact and influence how a consumer interprets and understands an advertisement and better describe how or why an ad is effective or not, Hallward says.
"Decoding this feedback delivers useful insights that can help marketers better understand and better deliver compelling advertising," he notes.
Helping Hand:
Using handheld technology for intercept interviews offers important advantages in terms of accuracy, efficiency and speed, according to Ipsos-Reid.
For nearly 15 years, Ipsos-Reid has conducted an annual intercept study for a major entertainment event. Last year, Ipsos-Reid encouraged the client to shift from intercepts (which used a traditional paper-based approach) to interviewing using Palm Pilot technology. This change allowed the project team to provide an interim report within days of being in field. And created the opportunity for the client to make adjustments - if necessary - while the event was underway.
A similar approach was used to interview gasoline customers at the pump. The "novelty" factor of the technology encouraged participation even in the frequently rushed process of buying gasoline.
Just Can't Get Enough:
Just how connected are Canadians when on vacation? An Ipsos-Reid survey conducted on behalf of Future Shop shows that half (51%) of Canadians have taken a cell phone with them on vacation. Roughly one-in-three (34%) Canadians have taken a digital camera on vacation. Far fewer Canadians have vacationed with a laptop (12%) or a PDA (7%, Personal Digital Assistant).
Of those Canadians who have taken a digital camera with them on vacation, 85% use it primarily for personal purposes. Likewise, 69% of those who have taken a cell phone with them on vacation use it primarily for personal purposes. In contrast, laptop computers tend to be used for a mix of work purposes (41%), personal purposes (31%) or both equally (28%). In terms of future vacations, one-in-four (25%) Canadians plan on buying a digital camera before their next vacation. Fewer Canadians are planning to purchase a cell phone (14%), laptop computer (5%) or PDA (3%) before their next vacation.
For more info:
To learn how to benefit from Ipsos knowledge, receive Free News Alerts or become a member of one of the company's research panels, visit:
www.ipsos-na.com/news/benefits.cfm.
To subscribe, search archives or view the complete latest issue of Ipsos Ideas Canada, visit: www.ipsos.ca/ideas/0804/.
For more information on this press release, please contact:
Dan Maceluch
Vice-President, Ipsos North America
604.893.1635 About Ipsos In Canada
In Canada, Ipsos is represented by Ipsos-ASI and Ipsos-Reid.
Ipsos-ASI is the largest provider of advertising pre-testing services in the world. We offer a full range of advertising research solutions to help clients make the best decisions at all stages of the advertising development process, to maximize the return on their advertising investment, and, ultimately, to help them build stronger brands.
Ipsos-Reid is Canada's market intelligence leader and the country's largest provider of public opinion research. Our marketing research and public affairs practices are staffed with seasoned research consultants, with extensive industry-specific backgrounds, offering the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information.
Ipsos conducts polling on behalf of The Globe and Mail and the CTV Television network, The Associated Press, the world's oldest and largest news organization, BusinessWeek, and the young voter's poll for Newsweek.com.
Visit www.ipsos.ca to learn more about Ipsos offerings and capabilities in Canada.
About Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and reactions of consumers, customers, and citizens around the world.
Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.
Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting and modeling and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2003, Ipsos generated global revenues of $644.2 million U.S.
To learn more, visit: www.ipsos.com
Ipsos is listed on the Euronext Paris Premier Marchй, and is part of the SBF 120 and Next Prime Indices as well as eligible to the Deferred Settlement System (SRD). Euroclear code 7329, Reuters ISOS.LN, Bloomberg IPS FP
Get the answers in the latest issue of Ipsos Ideas Canada, the free monthly e-newsletter of research, opinion and insights from the Ipsos Group, the global survey-based market research firm.
Beyond Emotion:
Understanding emotion is important for marketers because emotions influence brand perceptions and behavior. But it's no longer enough, says John Hallward, of the Ipsos Group of companies.
"Although measuring emotions is insightful, emotions alone do not explain behavior, " notes Hallward, head of product development for Ipsos-ASI, the advertising research company. "For emotions and motivations to evolve into behavior, consumers must become engaged and involved."
That's why Ipsos is beginning to probe consumer values and motivators. Emotions, personal values, and motivational drivers interact and influence how a consumer interprets and understands an advertisement and better describe how or why an ad is effective or not, Hallward says.
"Decoding this feedback delivers useful insights that can help marketers better understand and better deliver compelling advertising," he notes.
Helping Hand:
Using handheld technology for intercept interviews offers important advantages in terms of accuracy, efficiency and speed, according to Ipsos-Reid.
For nearly 15 years, Ipsos-Reid has conducted an annual intercept study for a major entertainment event. Last year, Ipsos-Reid encouraged the client to shift from intercepts (which used a traditional paper-based approach) to interviewing using Palm Pilot technology. This change allowed the project team to provide an interim report within days of being in field. And created the opportunity for the client to make adjustments - if necessary - while the event was underway.
A similar approach was used to interview gasoline customers at the pump. The "novelty" factor of the technology encouraged participation even in the frequently rushed process of buying gasoline.
Just Can't Get Enough:
Just how connected are Canadians when on vacation? An Ipsos-Reid survey conducted on behalf of Future Shop shows that half (51%) of Canadians have taken a cell phone with them on vacation. Roughly one-in-three (34%) Canadians have taken a digital camera on vacation. Far fewer Canadians have vacationed with a laptop (12%) or a PDA (7%, Personal Digital Assistant).
Of those Canadians who have taken a digital camera with them on vacation, 85% use it primarily for personal purposes. Likewise, 69% of those who have taken a cell phone with them on vacation use it primarily for personal purposes. In contrast, laptop computers tend to be used for a mix of work purposes (41%), personal purposes (31%) or both equally (28%). In terms of future vacations, one-in-four (25%) Canadians plan on buying a digital camera before their next vacation. Fewer Canadians are planning to purchase a cell phone (14%), laptop computer (5%) or PDA (3%) before their next vacation.
For more info:
To learn how to benefit from Ipsos knowledge, receive Free News Alerts or become a member of one of the company's research panels, visit:
www.ipsos-na.com/news/benefits.cfm.
To subscribe, search archives or view the complete latest issue of Ipsos Ideas Canada, visit: www.ipsos.ca/ideas/0804/.
For more information on this press release, please contact:
Dan Maceluch
Vice-President, Ipsos North America
604.893.1635 About Ipsos In Canada
In Canada, Ipsos is represented by Ipsos-ASI and Ipsos-Reid.
Ipsos-ASI is the largest provider of advertising pre-testing services in the world. We offer a full range of advertising research solutions to help clients make the best decisions at all stages of the advertising development process, to maximize the return on their advertising investment, and, ultimately, to help them build stronger brands.
Ipsos-Reid is Canada's market intelligence leader and the country's largest provider of public opinion research. Our marketing research and public affairs practices are staffed with seasoned research consultants, with extensive industry-specific backgrounds, offering the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information.
Ipsos conducts polling on behalf of The Globe and Mail and the CTV Television network, The Associated Press, the world's oldest and largest news organization, BusinessWeek, and the young voter's poll for Newsweek.com.
Visit www.ipsos.ca to learn more about Ipsos offerings and capabilities in Canada.
About Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and reactions of consumers, customers, and citizens around the world.
Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.
Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting and modeling and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2003, Ipsos generated global revenues of $644.2 million U.S.
To learn more, visit: www.ipsos.com
Ipsos is listed on the Euronext Paris Premier Marchй, and is part of the SBF 120 and Next Prime Indices as well as eligible to the Deferred Settlement System (SRD). Euroclear code 7329, Reuters ISOS.LN, Bloomberg IPS FP
