Customers make decisions about brands that directly impact the bottom line: share of spend, retention and advocacy and are all crucial outcomes that you need to enhance to create sustained revenue growth or brand loyalty. Beyond the commonly-cited functional elements of Customer Experience, emotional attachment is key to driving customers’ brand choice and therefore an organisation’s financial performance.
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.
Virtual Reality (VR) technology has been around for at least a decade and you could say it’s clearly gone from sci-fi to sci-fact. However, it’s still seen as a new technology and has not hit mass adoption; so what has gone wrong?
Three case studies from Ipsos House showcase the opportunities for investigating human responses, motivations and behaviour offered by the research facility.
One of the most important developments facing brands today is how digital technology is fundamentally changing customer behaviour and decision-making. This paper introduces five 'Mind Economy' trends to suggest how consumer packaged goods (CPG) brands can achieve growth in this reality.
