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Ipsos Update – July 2023
Generative AI, equality, refugees… Ipsos Update explores the latest and greatest research & thinking on key topics from Ipsos teams around the world.
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Pictures speak louder than words: Towards a new understanding of brand choice
Using metaphor elicitation to gain a truer consumer-centric measure of influence.
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Ipsos Update - May 2020
This month’s edition of Ipsos Update brings you a round-up of the latest research and analysis from Ipsos teams around the world.
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Ethnography
Ethnography is a qualitative research technique, characterised by spending extended periods of time with people. We immerse ourselves in their world so we can observe and understand what they say, what they do and how they do it.
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Mobile
Over the past few years, we have seen an increased proliferation of mobile across the world. Not only have we seen the number of mobile users grow worldwide, but we’ve witnessed increased engagement of consumers with their mobile devices for a variety of everyday activities, whether it’s watching videos, shopping and making purchases, or simply accessing the internet. We are now past the mobile tipping point, with mobile overtaking fixed internet access in many markets, across developed and developing economies. Consumer interactions with brands are, more than ever before, fragmented and multi-layered. Consumers are leading busy lives, and multi-task routinely in their day. Consequently, many of the planned brand exposures are missed and recall relevancy is eroding faster than expected.
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Communities
Communities enable collaborative environments for brands to interact with people in real-time. They help you build insights, drive innovation and gain influence by accessing on-tap audiences eager to provide input that will have an impact.