Innovation & Brand Strategy: Ipsos Marketing

Qualitative Solutions

With 1000 world-class researchers in over 80 countries, Ipsos UU is the world’s leading qualitative community, with the biggest share of insights.

Client context

What are the market dynamics? (motivations, expectations, representations)
How to develop my brand strategy?
How to identify unmet needs and innovation opportunities?
How to optimise my concepts, my pack routes or my communication ideas and executions?
How to develop or refine my product?
How to accelerate category or brand penetration?
How to optimise my touchpoints strategy along the path to purchase? (on/offline communication, e-commerce, in-store strategies)   
How to optimise customer and shopper experience?
For each of these business questions, we have developed a specific analytical framework aiming at translating research observation into strategic recommendations.


Our business is to make sense of our increasingly complex and fragmented world by becoming closer to people, with HOT and COLD approaches that let us research in the context of life, as it is being lived.

Always striving to bring Life to Life, at Ipsos UU we love the power of context to explore real people in real life. We love using technology to get closer to people and to their eco-system of influences, and we always apply for both HOT and COLD techniques to unearth the freshest insights. Ipsos UU is founded on intellectual generosity, powered by strategic thinking and built for change.

For each of these business questions, we have developed a specific analytical framework aiming at translating observation and deep listening into strategic recommendations and meaningful responses.

Hot: More Feel, than think

  • Insight generation - pushing respondents out of their comfort zone using raw, intuitive, disruptive qualitative techniques
  • Insight Activation - bringing it back to life, connecting it with other research, including quantitative results, so everyone can feel and experience the research undiluted

Cold: More Think, than feel

  • Analytical Frameworks - for insight analysis we apply robust, rational, logical and reasoned analytical frameworks
  • Strategic Activation - and workshops for strategic brand planning

We focus on:

On top of all traditional qualitative methods, we have dedicated a special attention to advanced approaches:

Case studies