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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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零售商銷售關鍵技巧：與顧客對話
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.
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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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五個為什麼要瞭解顧客於自家店裡消費行為
當我們在做店面相關決策的時候，店內分析（In-Store Analytics）的重要性總是很容易被忽略。益普索列出五點理由讓你知道，為什麼了解店內分析，以及了解來店家拜訪的顧客行為是如此重要，而不是店裡擺滿商品，顧客就會上門。提供顧客在店內良好的購買經驗、精心設計的動線、或貼心的服務等，除了可以促使顧客消費，也可以增加消費者回店購買的機會。It can be easy to lose sight as to why in-store analytics are so important to your store decision making. We list the Top 5 reasons to know what’s happening in your store. To attract customer to visit your store, it is not only about how much good you have in your store, but also about offering a good shopping experience, User perception, and thoughtful services, etc.
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民生消費品品牌如何影響千禧世代？
討論熱度極高的千禧世代是現今許多品牌的目標族群。
但，不同產業中的任何品牌都能用相同的方式對千禧世代產生一樣的影響力嗎？
還是說，對於特定產業中的品牌來說，他們需要調整對應的策略？試問民生消費品牌是否能夠使用與數位品牌一樣的方式對千禧世代造成一樣的影響力？
若答案是否定的，那麼所有民生消費品牌都需要問同樣的一個問題：我們該怎麼做？
The often-discussed Millennial generation is now a key target for many brands around the world, and in Taiwan.
But, can Millennials be equally in flounced by any brand from any categories in the same way?
Or do brands in certain categories need to adapt their strategy, such as can consumer brands truly influence Millennials in the same way and to the same extent as digital brands?
If no, then the key question that all consumer brands should be asking is ‘what do we need to do?’
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益普索隱式反應時間（Implicit Reaction Time, IRT™）
隱式反應時間（Implicit Reaction Time），是一個已經在國際學術及市場研究上已發展成熟、用來測量受訪者潛意識與受測物間聯結強度的研究方法。而益普索的IRT™為更進階的隱式反應時間，以毫秒的單位計算受訪者回答問題的時間，來測量問題本身與受訪者之間的聯結程度。這項研究方法適用於研究品牌的主要屬性、產品的價值點、政治候選人可能的優勢等任何能與受訪者產生聯結的因素。此外，IRT™也能測量受訪者對於購買、嘗試、使用、投票、或討論等的意圖強度。
Implicit Reaction Time is a well-established methodology that is used internationally by academia and market research alike to determine the unconscious strength of associations. Ipsos calls their advanced version of this method IRT™. It relies upon the measured response time to questions of association in milliseconds. This applies to brands and their attributes, products and benefits, political candidates and possible virtues and any object or entity and the characteristics potentially ascribed. Moreover, IRT™ can determine the strength of conviction people have to state intentions such as intent to buy, vote, try, use, discuss, etc.
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超越突破：五個關於能被主動搜尋及分享的廣告的秘密
要如何創造出具有突破性並且真正能吸引觀眾注意力的廣告呢？Ipsos Connect總裁Peter Minnium探討了幾個人們喜聞樂見並且願意分享給朋友的廣告的幾個關鍵特徵。How do you create ads that break through and truly grab viewers’ attention? Columnist Peter Minnium discusses the key characteristics of ads that people are excited to see and share with their friends.
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對汽車產業來說，VR（Virtual Reality，虛擬實境）是沉睡的巨人嗎？
世界領先的企業都在利用VR（虛擬實境）技術幫助他們成為優勢品牌，未來VR的使用只會多不會少，現在汽車製造商，也是時候該上船了！The world’s leading companies are using virtual reality (VR) to a major advantage, and that will only increase in the future. Vehicle makers need to get onboard now!