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Ipsos unveils new look
全球前三大的市場研究公司益普索 (Ipsos)，今天我們發表了全新的品牌識別及活動，主要專注於公司與組織對於可靠數據和知識型決策的需求。Ipsos, the third largest market and opinion research company in the world, today revealed a new brand identity and campaign that focuses on the companies and organisations’ need for reliable data and knowledge-based decision-making.
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從行為科學角度來看繁忙世界裡的購買決策 章節2/2
我們已經看到了，較高的品牌顯著性會伴隨著較多的正面品牌連結與較少的負面品牌連結，但我們還未檢視品牌連結特定的性質：這些正面與負面的連結是由什麼組合而成？品牌連結較傾向於情感性還是功能性？為了回答這些問題，我們將分享三個市場領導品牌：蘋果、百威淡啤，以及另一個口腔護理領導品牌的研究結果。
We have seen that greater brand salience is accompanied by a greater number of positive associations and fewer negative associations but have yet to examine the specific nature of these associations. What do these positive and negative associations consist of? Are brand associations emotional or more functional? To shed light on the answers to these questions, we share our findings for three market leaders: Apple, Bud Light and the market leader in an oral care category. -
閱聽眾測量5.0
我們正在進入閱聽眾測量（Audience Measurement）的第五個時代。為適應瞬息萬變的媒體環境，測量方式正重新地被校準，全面理解受眾的需求也達到高峰。同時，在這個時代，比起技術上的障礙，經濟與政治更是阻礙進步的因素。
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. -
從行為科學角度來看繁忙世界裡的購買決策 章節1/2
雖然我們總希望盡可能地充分思考、審慎做決定，但面對大量的資訊、總是不夠用的時間，加上有限的心智容量，將所有可得到的資訊納入考量並不是件實際、可行的事。取而代之，我們憑藉著片面的資訊做決定，這讓我們能迅速做出選擇，然後繼續下一個工作。
As much as we would like our decisions to be thoughtful and fully considered, the large amount of information, lack of time and our limited mental capacity make it difficult to do so. To consider all the available information would not be practical or possible. Instead, we base our decisions on singular pieces of information.
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不容忽視的廣告可視性：廣告主必須知道的那些事
網路廣告的存在，本應是要為了消費者與廣告主的共同利益，向消費者放送他們有興趣的廣告，並且更即時、更精準地與目標族群溝通。人們應該只暴露在與他們興趣相符的廣告之下，而且是在他們最願意接收廣告的時刻。而廣告主應該會減少浪費，透過精準地瞄準受眾和個人化的訊息投放超高效率的廣告。
The promise of online advertising was to deliver more relevant, timely and targeted communications for the mutual benefit of consumers and advertisers. People would only be exposed to ads appropriate to their desires and at the moments when they were most receptive, while advertisers would cut waste and deliver hyper-efficient campaigns through laser-guided audience targeting and personalised messages. -
當拜倫．夏普的品牌成長理論遇上新產品
拜倫．夏普（Byron Sharp）特別主張影響品牌成功的關鍵是市場滲透成長，而非品牌忠誠。雖然他的建議聚焦在如何讓既有品牌成長，但行銷人應該要想想，他的法則是否能應用在新產品開發上？也就是說，行銷人是否能夠利用夏普的法則發行成功的新產品？Byron Sharp asserts that it is penetration growth and not loyalty that is critical to brand success. While Sharp’s advice focuses on how to grow existing brands, marketers should be asking if his principles apply to new product development as well. In other words, can marketers use Sharp’s principles to help them launch successful innovations?
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數位廣告的不當誘因
衡量指標的選擇非常重要，它決定了我們將要如何實現目標，錯誤的衡量指標可能會導致與預期相反的結果，這種現象稱為不當誘因。
Choosing the wrong metrics can lead to the opposite of the intended outcome — a phenomenon known as “perverse incentives.”