Innovation & Brand Strategy: Ipsos Marketing

Market Understanding

Market Understanding represents the foundation of nearly all marketing activities. Ipsos aims at understanding people, brands and markets to drive business growth.

Client context

How can I accelerate decision-making to keep up with the market?
How can I segment my consumers, shoppers, products or usage occasions?
How can I identify innovation platforms and unmet needs?
How can I better target my consumers?
How can I (re)position by brand?
How can I optimise my brand and product portfolio?
How can  I identify stretching opportunities for my brand?


Our experts help you to uncover, size and prioritise growth opportunities in the market, and to identify innovation platforms. Our solutions are linked to business outcomes, through advanced analytics and activation workshops.

We focus on:

New Usage & Attitudes with the integration of different sources of information

To help our clients keep up with the pace of business, Ipsos is moving from big foundational studies to rapid, multi-sourced, digital information. Our new Usage & Attitude approach integrates a variety of cutting-edge techniques to help accelerate the decision process:

  • Social Listening
  • Qualitative approaches
  • Streamlined device agnostic surveys
  • Additional modules like Brand Dip, Mobile Diary, Shopper and Pop-Up-communities

Smart Segmentation

There is no “one solution” but a number of pre-conditions for running a successful Segmentation study. We will help you choose the most critical segmentation variables for your business challenge, which will have a dramatic impact on the segments as well on the actionability of the results.

Market Structure

Our Market Structure work describes in detail how consumers organise products, brands and SKU´s while they shop, use and consume. We deliver structural maps with different domains that are enriched by need states, occasions, attitudes, usage and demographics.


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Case studies

Be sure to catch the most important information: Our consumer electronics client wanted to conduct a U&A study that would truly answer what they “needed to know” and skip the “Nice to know”. At the first stage, we conducted desk research and social listening to help identify the knowledge gaps within our client’s organization. We then implemented a mobile survey to gather deeper market understanding and build on the hypotheses of the first stage. The survey was then followed by a Pop-Up Community to deep dive into the most relevant consumer needs. Instead of a single survey, this approach enabled our client to “connect the dots”. The client has already introduced several high-potential ideas thanks to the iterative nature of this approach.

Who is behind the needs? A food manufacturer wanted to conduct a Segmentation study to gain an understanding of occasion-based need states. We ran a study that helped him understand different consumer needs in the growing snacking market. Armed with this information, the client was able to link the company’s current portfolio to relevant areas and to identify a “playground” for new snacking ideas.

Identify opportunities: We used Market Structure to help a beverages client to understand the positioning of their categories in the beverages landscape. We delivered a perceptual map (including possible substitution and adjacent categories) that helped the client to identify white spaces and a long-term innovation pipeline.

Case Study - Brand Health

Ipsos conducted a brand health study for Client to discover investor and distributor attitudes towards their brand and key competitors within Hong Kong, Taiwan, Korea, Singapore and Australia.

Research Approach:
- A combination of online & telephone interviews were conducted in each of the markets. This was done with highly efficient, short
questionnaires with economy of measurement.

Value to Client:
- The study provided key insights onto what drives brand strength and what opportunities exist to differentiate the brand against
competitors. Key action plans were developed by the client for each of the markets.
- The success of this project led Client to adopt the same design to measure brand health in Japan, Germany, Scandinavia, Italy and Spain.

Case Study- Brand Health Monitoring

Given the competitive market landscape for the Telecom industry, Client wants to continuously monitor its brand status relative to competitors to identify potential threats and opportunities for strategic planning in order to stay ahead.

What Ipsos HK did
- Ipsos adopted a customized quantitative research approach via telephone interview to randomly sample target audience.
- Classic measures of brand and advertising awareness, service provide usage behaviour, funnel analysis and brand positioning were

Value to Client:
- Client was able to make better communications planning and budget allocation based on the results on brand and awareness
performance over time relative to competitors.
- Client was also able to keep track on its brand positioning and identify white spaces where the brand is positively perceived and improve
on core positioning where it is negatively perceived relative to competitors.
- Findings also provided actionable insights on where market share has been gained or lost through ongoing monitoring of usage and
switching behaviour. This enabled client to review tactical activities to gain more share.
- The program has a proven track record where client's brand managed to stay ahead of competition despite constant market changes.

Consumer & Shopper