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Three keys to unlock brand success: shaping EXPECTATIONS, integrating CONTEXT, acting with EMPATHY
Brands are no longer in control. In a dynamic world, people are. Brands can make powerful connections and bring more to their lives by actively shaping their expectations.
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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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The Evolution of Entertainment in India
Using social intelligence data, this new briefing paper from Ipsos in India explores how the arrival of OTT media services are impacting entertainment consumption habits.
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Selling Creative Research Short?
How creative research can help measure and fuel long-term campaign effects
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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.
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Brand Purpose: What’s the Point of You?
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.