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實現及突破非快速消費品市場的六大行為科學原理
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.
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千禧世代和社會品牌感知的影響
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.
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「銀髮經濟」行銷的黃金準則
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.
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市場區隔帶給你更清晰的消費者樣貌
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.
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將物聯網價值展現的行銷思維
隨著4G LTE飆速時代的來臨，物聯網的商機蓬勃發展，國內外物聯網（Internet of Things, IoT）應用愈來愈廣，包含個人穿戴式裝置、智能居家（如節能、溫控、安全監控、影音等）、智慧醫療（如血壓、血糖量測、睡眠監控等）、智慧汽車（車對車聯網）…等。工研院IEK更預估2020年物聯網產值上看1,332億美元，相當於新台幣4.37兆元。面對來勢洶洶的物聯網，不論是提供產品或服務的廠商，都應從中尋找切入市場的創意點，但在導入物聯網來提昇客戶滿意度的同時，也不要忽略由消費者的角度來檢視它的成效。
IoT (Internet of Things) related business flourishes as 4G LTE internet becomes widely available. IoT applications, including personal wearables, smart homes (energy saving, temperature control, security surveillance, video entertainment, and etc.), smart healthcare (blood pressure and glucose measuring, sleep monitoring, and etc.), connected cars (Internet of Vehicles) and so on, are gaining global popularity. Value for IoT industry, according to ITRI IEK, is expected to reach up to$ 133.2B USD (about $4.37T NTD) by 2020. As facing the megatrend of IoT, companies providing products and services should seek creative way to penetrate markets with it. While trying to increase customer satisfaction by implementing IoT concept, all companies should always view from consumers’ perspectives to evaluate the real effect.
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氣喘與慢性阻塞性肺病的趨勢及變化
肺阻塞佔世界死因排名第四，預估將持續攀升。越來越多國際藥廠投入相關治療用藥，市場也發生了明顯的變化。LABA聯合LAMA將取代ICS聯合LABA FDC，成為肺阻塞的主要治療選擇並持續增長。而ICS聯合LABA FDC在氣喘治療的競爭更加激烈，差異化需求逐漸增加。
Chronic obstructive pulmonary disease (COPD) is now the fourth leading cause of death worldwide and is predicted by WHO to become the third by 2030. More and more international pharmaceuticals have increased investment in treatments for respiratory diseases, bringing significant changes to COPD and Asthma treatment market. LABA/LAMA has replaced ICS/LABA FDC to become the leading treatment choice for COPD and will continue its growth. We also found Increased competition of ICS/LABA FDC as asthma treatment, as well as the needs for differentiation.
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銀行業的數位創新：讓專業的來吧！
銀行業者中的高階人員都深知，將資金投入內部創新的風險，是不太符合公司財政邏輯的，因此，最好的解決方法就是：將創新外包給專業。
Ipsos insight: Banking executives know their business best, and they say it doesn’t make solid financial sense to pour dollars into risky innovation in-house. The best solution: outsource it. -
從意義非凡的決策到漸進式決策
在等待專案為品牌增長作決策的過程當中，常常錯過了許多市場會對其業績產生影響的變化和改進的機會。在接下來的文中，我們將介紹一種替代的漸進方式，藉此讓我們與客戶能夠作出跟上這個世界快速的變化腳步的決策。
Incremental versus Monumental Decision-Making
Sometimes, in waiting for a monumental strategic decision to grow its brand, the company missed many opportunities for small incremental changes and improvements that could have had a real impact on the business results. In this article, we will describe an alternative incremental approach to decision-making that keeps up with the pace of business in today’s rapidly and fundamentally changing world.