The Ipsos Almanac

Segmentation has often faced criticism for lacking effectiveness, but by starting with the end in mind organisations can ensure success.

Global Trends 2021: Aftershocks and continuity outlines the global opinions, attitudes and behaviours of 24,000 people in 25 markets around brands, technology, society, consumerism and much more.

Welcome to the latest update from the Ipsos Survey Research Methods Centre.

What can we learn from one of the most high-profile and record-breaking pieces of content from the past year?

Measuring customer effort in isolation is not enough. Organisations need to measure the Customer: Company Effort Ratio (C:CER) which takes both perceived customer and company effort into account.

The Obesity: an empathy blind spot report explains why we’re wrong in our beliefs about obesity, the harm caused by fat stigma, and how we can rethink what we think we know about fat.

We start the year with a look at the global public’s predictions for 2022 and the latest research on the key issues ahead, including inflation, living with Covid-19, and climate change.

Humanising omnichannel means seamless customer journeys are just the start.

What did we learn about public attitudes and behaviours? What did our research tell us about the events of the year? And how did our outlook shift?

Read our latest Understanding Society Edition which looks at what might happen with a Great British recovery from COVID.