We are entering the Fifth Age of Audience Measurement. It is an age where methodologies are being re-calibrated in response to a fast-changing media environment and where the quest for total understanding of audiences is higher than it has ever been. It is also an era where politics and economics are far greater barriers to progress than technical concerns.
Ipsos’ latest Perils of Perception survey highlights how wrong the online public across 38 countries are about key global issues and features of the population in their country.
The average global economic assessment of national economies surveyed in 26 countries remains unchanged this wave with 47% of global citizens rating their national economies as ‘good’.
Welcome to the December edition of Ipsos Update – our monthly selection of research and thinking from Ipsos teams around the world. To mark the end of the year, this month’s edition also includes a special section showcasing some of our highlights from 2017.
We are seeing disruptions that are shaking up categories today like never before. These disruptions will have a fundamental impact on the way consumers relate to your brand.
The average global economic assessment of national economies surveyed in 26 countries is up two points this wave with 47% of global citizens rating their national economies as ‘good’.
Device agnostic is the new research reality. Today, over half of the global population use smartphones – a number predicted to rise to 70% in 2021. There is no doubt that allowing respondents to take surveys on smartphones represents a critical tipping point for our industry. We must adapt quickly to stay connected to consumers, but with that comes risk as we need to rethink questionnaire design to meet respondents’ expectations on mobile.
Technology has created an omnichannel world that is bringing together physical and digital shopping experiences and offering a proliferation of touchpoints that influence consumers’ brand opinions and buying behaviours.
Global Business Influencers are the driving force behind business and investment decisions globally, leading their companies into a future where disruption is becoming the norm and technology is at the top of the agenda for many.
Behavioural Science at Ipsos is the use of psychology to help both public sector and brands meet their goals. The theories and methods from psychology work alongside MR techniques to understand and predict behaviour, generating total customer understanding.
