Brand purpose has been one of the most hotly debated marketing topics of the last ten years, celebrated as a business model for growth and debunked as cod strategy in equal measure.
Welcome to the December edition of Ipsos Update – our monthly selection of research and thinking from Ipsos teams around the world. To mark the end of the year, this month’s edition also includes a special section showcasing some of our highlights from 2017.
The majority (65%) of Indian people think things in the country are heading in the right direction. Unemployment currently occupies the top spot for concern with 42% saying this.
We are seeing disruptions that are shaking up categories today like never before. These disruptions will have a fundamental impact on the way consumers relate to your brand.
Online Banking usages in India has increased to 78% (a jump of 43% in 3 years) according to an online Ipsos study exploring the changes in shopping habits and environments.
The average global economic assessment of national economies surveyed in 26 countries is up two points this wave with 47% of global citizens rating their national economies as ‘good’.
Device agnostic is the new research reality. Today, over half of the global population use smartphones – a number predicted to rise to 70% in 2021. There is no doubt that allowing respondents to take surveys on smartphones represents a critical tipping point for our industry. We must adapt quickly to stay connected to consumers, but with that comes risk as we need to rethink questionnaire design to meet respondents’ expectations on mobile.
