Market Understanding | Ipsos
Market Strategy & Understanding

Market Structure

Understand your consumers, categories and competition.

Our Usage and Attitude approaches integrate multiple data sources for an overall understanding of your brand and category. Our deep segmentation experience enables us to help define growth objectives and select variables that drive brand choice. Our Market Landscape & Sizing studies help clients understand how consumers perceive the market, how they use products and what motivates them.

Usage And Attitude Studies

The goal is to collect in the moment information, using behavioural and implicit techniques (such as passive measurement data, video, and open-ended questions).

Our modular U&A studies use an approach that enables early insights and short feedback loops. We integrate multiple data sources for an overall understanding of the brand and category and answer business questions such as: Where is my category heading? What are the risks to my brand? Where are opportunities to grow my brand or disrupt the category?

The starting point of our Modular U&A is a kick-off meeting to identify knowledge gaps, followed by phases that may include device agnostic surveys, ethnographies or social intelligence. We conduct workshops after each phase to translate insights into actions.

Actionable Segmentations

Our deep segmentation expertise enables us to help you define growth objectives, select variables that drive brand choice, and ensure the segmentation is embedded in your organisation. We offer a range of segmentation options, including:

  • Micro-targeting to help you develop personalised digital messaging by linking your segmentation to your Customer Relationship Database or Data Management Platform or to Ipsos’ Synthesio social intelligence platform.
  • Demand Space segmentation that integrates occasion-based data with needs and customer-based data to predict brand choice.
  • Metaphor elicitation, which is based on respondents’ exposure to a variety of images and enables segmentation based on intuitive reactions and emotional thoughts.
  • SLICE, an agile segmentation module that defines consumer segments quickly and cost-efficiently.

Our segmentation approaches can be applied across all stages of the marketing cycle: developing products and communications, targeting consumers, and optimising your portfolio.

Market Landscape & Sizing

Our Market Landscape studies help clients understand how consumers structure the market, based on how they perceive and use products and the needs these deliver. We answer business questions such as: How do consumers navigate my category, or across adjacent categories? Are there any white space or brand stretch opportunities? How do I optimise my portfolio of products and brands?

We use a flexible approach that zooms in on the micro perspective of a category (e.g., product level detail) and zooms out on adjacent categories. We apply Social Intelligence to help you stay ahead of the curve on category disruptions.