行為經濟學（透過心理學的不同流派了解及預測經濟行為的科學）強調許多行為背後都有其原理，心理學家或者行為經濟學家通常研究人們在作出決定或選擇之前，各種選擇、印象和偏好的形成過程，且在許多情況下，這些行為都是自發的、不一定是完全透過深思熟慮的結果。
隨著時間的過去，他們發現許多行為科學的機制與一般人類推理的心理理論，也就是系統1和系統2這個「雙重過程」的架構密不可分。系統1是快速的、直覺的，大部分來自過去經驗，系統2則需高度的推理（但不一定是完全有意識地或自我反應/射性地），因此過程會較長。
Behavioral Economics highlights many of the principles underlying behavior. In particular, psychologists or behavioral economists are wont to show how we frame our options, form impressions and construct preferences before we “secede” or choose, all of which run on auto-pilot rather than ‘full-on” rTeceasoning processes in many instances.
Ipsos SMX最近另外針對542名千禧世代消費者進行的一次調查研究中，四分之三的消費者稱他們在社群媒體上關注官方品牌或公司的頁面。其中，在最近有在線上發現了新的品牌或產品的消費者中，有78％的人表示他們是透過社群媒體網站發現新品牌或產品的，這一比例顯著高於零售網站、論壇、部落客或搜尋引擎。85％的消費者說如果他們最好的朋友在社群媒體上推薦的話，他們「肯定」或「可能」會購買某個產品。
In a recent Ipsos SMX study conducted with 542 millennial consumers, 3 out of 4 reported following official brand or company pages on social media. Of those who have recently discovered a new brand or product online, 78% say they use social media sites as a typical means of discovery, significantly higher than retail sites, forums/blogs or search engines.
和顧客對話不只是一般基本的顧客服務，它也是能讓銷售數字更漂亮的重要一環。但是真的所有的顧客都喜歡和銷售員聊天嗎？銷售員又怎麼知道哪些顧客會喜歡和銷售員互動呢？一句友善的「你需要幫忙嗎？」是無法開啟對話的，因為這樣非是則否的封閉式問句通常只會得到一個標準回答：「不用謝謝。」接者顧客就會悄悄地飄出店家。但如果是以開放式問句如：「想要找什麼樣的大衣呢？」甚至「你今天過得如何呢？」來做開場白，你就會發現顧客能比較放鬆地與店員對話。
Talking to your customers isn’t just basic good customer service – it is essential if you want to optimise sales. But how do you make your staff interact in the way you want them to? A friendly ‘Can I help you?’ enquiry won’t always cut it. It’s a closed question and chances are you’ll almost always get the standard ‘No’ for an answer before your customer quietly skulks out. But ask them an open-ended question ‘What style of coat are you looking for?’ or even ‘How are you today?’ and you will find the customer will be more comfortable in having a conversation.
六十歲以上的消費者，每年的消費金額超過四兆美元。產業領袖已採取動作切入高齡社會的市場。儘管如此，廠商的反應還是遠遠跟不上市場的擴增。美國波士頓諮詢公司估計，目前僅有少於15％的企業已開發出針對老人市場的商業策略。Consumers over 60 shell out a total of 4 trillion US dollars every year. Market leaders in multiple sectors have taken strides to service this ever-expanding market segment. However, companies are not moving fast enough. The Boston Consulting Group estimates that less than 15% of firms have come up with a business strategy focused on the elderly.
數據資料也能像一部好電影，帶給我們有深度的故事 – 只要我們知道如何分析它。
益普索有許多先進的統計分析技術，用來揭露數據背後的故事、價值、以及無法在第一眼發現的洞察。在這篇文章中，我們將探索三種先進的統計分析如何幫助我們了解市場區隔的附加價值。透過調查中的變量因子及族群定義，這些分析可以幫助我們更清楚地解析消費者樣貌。以下我們將藉著分析電影觀眾搜尋新電影資訊的方式，來描繪不同的觀眾群。
Just like the best films, data can tell a story too – you just need to know where to look. Here at Ipsos, we use a number of advanced statistical analysis techniques to uncover the hidden stories, and value, in the data that may not be visible at first glance. In this white paper we will explore how three types of advanced statistical analysis – Factor, Cluster and CHAID analysis – can help us unlock additional value from market segmentation. They help us see our customers in high definition, by better understanding the variables in the survey and defining the segments.
