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Mind the gap: Why what a brand promises and what it delivers matter
What happens when there is a mismatch between what a brand promises to its consumers and their actual experience? Fiona Moss explores the promise-experience gap, the benefits of aligning the two and the pitfalls of over-promising.
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Designing a better mystery shopping programme
A seven-step guide for organisations to derive more value from a better mystery shopping programme.
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For the Love of Money? Motivation and engagement in Online Research Communities
A study of motivational drivers to move beyond transactional relationships and towards meaningful research insights.
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Be bold, be creative, do research!
Strong ideas are essential for advertisers to grab attention and grow powerful brands. This requires making bolder creative choices. They can effectively turn around a category and a brand’s business, yet risks to make a wrong turnvremain.
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How to go global for Chinese food and beverage brands
On April 23-25, the FBIF (Food and Beverage Innovation Forum) 2019 was held in Hangzhou International Expo Center, with the theme "Start Exploitative Innovation, Regain Growth Potential", to discuss the future of food and beverage industry from various aspects.
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The third "Lifeng Cup Market Survey and Analysis Contest of Beijing-Tianjin-Hebei University"
The third "Lifeng Cup Market Survey and Analysis Contest of Beijing-Tianjin-Hebei University" Review Meeting and Awards Ceremony was held and successfully concluded at Beijing Technology and Business University (BTBU).
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We see with our mind, not just with our eyes
This white paper argues it is essential to link responses on a product’s appearance back to the visual features that trigger them.
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Ipsos Update - May 2019
May’s edition presents Ipsos’ latest research and thinking on topics including climate change, our ‘vices’ – or morally questionable behaviours, driverless cars, shopper technology, creative advertising and trends in MENA.
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Why we can’t live without digital media
It looks to me like Judy is always “on her phone” but, in truth, she’s organizing her time, connecting with friends, helping her brother nail an interview, vetting lunch spots or keeping up on current events.
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Ipsos in China Listed among the Top 10 Most Influential Market Research and Consulting Companies
On April 11, 2019, the Summit Forum on China's Reform and Opening-up and the Recover of Advertising and the Excellent Media, Advertising and Brand Award Ceremony were held in Shanghai.