Opinion polling, the year ahead in Brazil, gender inequality in Japan, and the future of ageing are all featured topics in this month’s round-up of research and thinking from Ipsos teams around the world.
台灣的直播平台如雨後春筍般出現，無論是Facebook、Instagram或YouTube的直播功能，或是17直播、抖音、Twitch、Live.Me等直播平台，各式平台功能都宣告全民直播時代來臨。Livestream platforms began to spring up everywhere, as the livestreams on websites (Facebook, YouTube, Instagram) and livestream platforms (17, TikTok, Twitch, Live.Me) announced the arrival of the livestreaming era.
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.
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.
如何才能讓廣告觸及率和精準度達到最佳平衡？有些行銷人員很依賴網路媒體精確選擇目標市場（Micro-Targeting）的能力。有些行銷人員則認為應該盡可能地接觸到更廣大的目標市場。那麼，對於你的品牌而言，應該如何取得兩者之間最正確的平衡呢？答案或許有點令人沮喪：「視情況而定」。
What is the best way to get the right amount of reach but also the right precision? Some marketers are seduced by the promise of micro-targeted precision through digital media spend. Others go broad and target everyone. What is the right balance for your brand? Frustrating though it may be – the answer is “it depends”.
