Marketers need to understand their category’s dynamics to optimally position themselves and compete effectively. To do this, they must get the consumer’s perspective – because consumers, not industries, are defining today’s markets.
The 2017 edition of the Ipsos Top Cities Index finds that New York is the most popular city worldwide, retaining the title it claimed when the survey was first run in 2013.
Recent events are having a negative impact on travel plans to each one of 30 destination countries including the United States, according to an Ipsos survey of over 18,000 adults across 25 countries.
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A challenge that market research is increasingly facing is why, in a world where behavioural science apparently suggests that are limits to what consumers tell us, do we continue to ask questions?
The everyday concerns of the global population are the focus of one of Ipsos’ flagship global surveys. Each month we ask an online sample of over 18,000 citizens in more than 25 countries1 about the key issues they believe are facing their country, asking them to pick up to three from a diverse array of topics, ranging from unemployment to access to credit.
Reality Check - The pace of technological and social change is bewilderingly fast. In the world of brand and communications, we feel this particularly keenly, with the digital revolution transforming the way that brands seek to connect with people.
It is hard to find a major audience measurement service that does not employ statistical wizardry of one sort or another. From simple weighting of survey results to correct for sample imbalances to modelling the audiences to hard-to-measure media, the use of statistics and algorithms is increasing. In this White Paper, Andrew Green and Mario Paic explore some of these techniques.
