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The Vibrant Fringes: Spotting opportunities beyond the mainstream
Listening to individuals from the fringes can allow marketers to address an underserved market while also uncovering new opportunities and innovations to build brand equity.
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Sustainable Packaging: A Potential Avenue of Distinction
Revisit our webinar to hear how Ipsos goes deeper to better understand your consumers, what will resonate with them, and how to explore sustainable packaging as an avenue of distinction.
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Don’t Gamble on Advertising Effectiveness
Revisit our on demand webinar to hear insights from our research and a showcase of best practices on how creativity can drive advertising effectiveness in the gaming sector
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Inflation is Canadians’ Top Concern – Here’s What You Need to Know
We share a three-part strategy to help marketers manage their inflation sensitive innovation pipeline.
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Innovation in Inflationary Times
In the face of inflation and other challenging factors, Ipsos shares a detailed playbook for innovation leaders in the CPG industry.
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How Brands Rely on Innovative Packaging to Reduce Plastic Waste
We share examples of brands launching programs that involve customers returning in-store, while doing good for the environment and local community.
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A Panoramic View: With whom and with what do I truly compete?
Getting an accurate and complete answer to the question of who you compete with is critical.
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Canadians Hungry for Digital
Digital pre-order foodservice sales in Canada is now almost $5 billion annually. Is your brand leveraging this channel appropriately?
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The Most Influential Brands in Canada 2016
Some have it; some don’t. The question is, which brands in Canada enjoy the kind of influence where consumers identify so highly with them, we couldn’t imagine our lives without them?
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Capturing Cool in Western Canada
Cool is the mecca of brand identity and any brand strategist knows it, however, the process of gaining and maintaining `coolness' is no easy feat. Many brands have tried and failed to adopt this elusive characteristic, resulting in a tarnished reputation that can outlive the brand's life itself. Recently, I presented research specifically conducted for the BC Marketing & Advertising industry on "What's Cool in the West". The presentation examined not only what is considered cool in Western Canada, but also, what brands can do in order to be cool. Findings showed that the perception of what's cool has changed, and while the pursuit of achieving this enviable status is oftentimes challenging, the endeavor can be simplified by some easy steps.