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Ipsos Update – March 2023
Advertising, love, healthcare… Ipsos Update explores the latest and greatest research & thinking on key topics from Ipsos teams around the world.
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Topic Modeling: A new approach to spotting consumer insights
Consumer trends emerge, take hold, then go out of style faster than most marketers and insights pros can keep up with.
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Bringing the patient voice to the fore
Using social data to understand how to bring more empathy into the HCP-patient relationship in changing healthcare environments
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For the Love of Money? Motivation and engagement in Online Research Communities
A study of motivational drivers to move beyond transactional relationships and towards meaningful research insights.
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Enterprise Feedback Management (EFM)
Customers across all categories now look for a personalised experienced that is available when they want it, how they want it, where they want it. Regardless of whether the desired experience is delivered, it is now possible through the explosion of mobile coupled with the prominence of social media for consumers to give instant feedback. The consequence is the increasingly significant impact that customer experience has on the overall relationship with a brand.
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Mobile
Over the past few years, we have seen an increased proliferation of mobile across the world. Not only have we seen the number of mobile users grow worldwide, but we’ve witnessed increased engagement of consumers with their mobile devices for a variety of everyday activities, whether it’s watching videos, shopping and making purchases, or simply accessing the internet. We are now past the mobile tipping point, with mobile overtaking fixed internet access in many markets, across developed and developing economies. Consumer interactions with brands are, more than ever before, fragmented and multi-layered. Consumers are leading busy lives, and multi-task routinely in their day. Consequently, many of the planned brand exposures are missed and recall relevancy is eroding faster than expected.