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.
How creative research can help measure and fuel long-term campaign effects
Ipsos Podcast
Creativity is Business. Ipsos’ Creative Excellence bringing back the magic.
How early communication research enables marketers to make more creative, bolder advertising…faster.
While chants of “fake news” ring out around the world, this paper asks is there really a crisis of trust in the media?
How to evoke an emotional response to leave strong branded memories. While we all know the importance of first impressions, this report highlights the significance of a good last impression.
This report speaks to clients to find out how to survive in a transforming market and handle the changes disruption brings.
Don’t just participate, go all the way!
People who fear numbers are said to suffer from numerophobia or arithmophobia. There are even those who fear specific numbers like number 7 (heptaphobics) or number 13 (triskaidekaphobics). Audience measurement is a discipline swimming in numbers and, with the emergence of Big Data to supplement or even replace more traditional survey approaches in many cases, now throws out even more numbers.
What advertisers need to know about advertising viewability.
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.