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Ipsos Update – August 2025
Ageing, Healthcare, Gaming… Ipsos Update explores the latest research and thinking on key topics from Ipsos teams around the world.
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What to Watch Next? The Labyrinth of OTT Content
With rising preference for OTT content in India, the selection of what to watch is a multifaceted decision-making process, where the act of discovery is often part of the enjoyment. This article provides insights into the dynamics of content consumption in the burgeoning Indian OTT market.
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Demystifying Mystery Shopping
Why organizations use Mystery Shopping and its role within Customer Experience Measurement Research
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Ipsos India launches Instant|Labs
Ipsos India launches Instant|Labs – a new agile and cutting edge offering for Advertising Research
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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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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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Audience Measurement 5.0 - Pushing the Boundaries
We are entering the Fifth Age of Audience Measurement. It is an age where methodologies are being re-calibrated in response to a fast-changing media environment and where the quest for total understanding of audiences is higher than it has ever been. It is also an era where politics and economics are far greater barriers to progress than technical concerns.