Discover Ipsos UpdateA selection of the latest research and thinking from Ipsos teams around the world.
On the heels of African Youth in 2016, Ipsos is publishing an unprecedented study of African women* to mark the second year of its annual Africa conference at the Dapper Museum. Conducted in seven African countries, the study paints a picture of motivated, independent and optimistic women who are a driving force in this rapidly developing continent.
What happens when there is a mismatch between what a brand promises to its consumers and their actual experience? Fiona Moss explores the promise-experience gap, the benefits of aligning the two and the pitfalls of over-promising.