Ipsos Insights : The Value Tightrope Walk
Have you ever dreamed to be a tightrope walker? Actually you are. We all are today, more than ever. We make decisions daily by balancing risks versus and rewards against investments.
You hold a balancing pole, on one side with your brand superiority offer at a given price, and on the other side with your external and internal constraints. So what is the right balance? What is the right price? The right message to stay in the game? How to reframe the value equation by adding or taking away, or even by offering a different experience?
One sure thing is that not all consumers are created equal, not all categories and brands nor markets weather the storm in the same way. It is crucial to remain objective, thus this is not a time to buy into sweeping generalizations. Rather this is time to remain connected with your consumers if you like to reach the other side of the tightrope successfully.
This Ipsos Insights serie is meant to provide you with guidance alongside with one concrete example on how to intimately capture nuances and stay relevant by playing the right mix.
Serie 1: Premium brands focusing on superiority are holding value brands against their places. Ensure your perceived price index is aligned with your real price index. Check out a comprehensive and inspirational Brand Value Creator (BVC) combined with price spotlight module case study.
Serie 2: Show empathy! There is no empathy if you are not connected with reality, your consumers’ reality. Ipsos ethnography team enables you and your business partners to truly share with your consumers life.
Check out how Muriel (FR) is making trade off on her home stagging raw materials purchase, how Pinny (UK) is buying differently and so many diverse new behaviours around the world. Those are true behaviours illustrating consumers coping strategies and how people feel so that you can develop innovation, advertising and an entire offer that feels truly relevant to them.
https://vimeo.com/730007560 : 2021ECEsospI!
Serie 3: Continue to innovate ! Innovating or renovating with high differentiation help brands to reduce cannibalisation and consistently outperform competitors in withstanding price increases. Do not give up innovating, this is worth it.
Serie 4: Secure your consumers base by keeping them in your franchise. We are ending this serie with one core component of value: Pricing Strategy. Ipsos runs observational pricing research at virtual point-of-sale with a realistic shopping environment for maximized predictability for pricing research on the entire brand portfolio.
