Brand Positioning and Growth | Ipsos
Market Strategy & Understanding

Brand Positioning and Growth

Optimise your brand positioning, portfolio and growth opportunities.

We help clients understand brand perceptions and emotions and fuel growth by capitalising on category needs and identifying the distinctive assets that drive brand growth.


Clients use Censydiam to connect to consumers’ needs and helps to answer business questions such as: How do I optimise my brand’s positioning? How can I maximise opportunities for my portfolio? Are there any unmet needs in the market that I can leverage to drive innovation?

Over the past 30 years, the Censydiam framework has been applied in more than 40 categories around the world and delivers a robust understanding of consumer emotional and functional needs.

Censydiam Metaphors

Ipsos helps clients understand needs and motivations as well as brand perceptions by uncovering intuitive processes through spontaneous reactions to visual cues and using deep text analytics to codify these reactions to the Censydiam framework. As a quantitative approach, Censydiam Metaphors can be added to segmentations, U&As and a host of other studies.

We use a projective technique that helps respondents avoid rational thinking and produce intuitive responses. It can also be used to capture unmet needs, frustrations or challenges.

Brand Mental Network

Our Brand Mental Network service is designed to help clients understand their brand’s most salient associations; it helps assess whether a brand is positioning in the right way, if there are any barriers for growth, what distinctive assets the brand has, if campaign messages are coming through, etc.

Brand Assets Evaluator

It identifies the distinctive assets that drive brand growth. Brand Assets Evaluator can be used to answer business questions such as: Do my brand assets reinforce my brand image? Are my assets appealing to consumers and unique vs. competitors? What specific steps should I take to optimise my brand assets portfolio? Brand Assets Evaluator uses Implicit Reaction Time to capture non-conscious associations that consumers make with brand assets.