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How to Navigate the Celebrity Endorsement Minefield
It is a common strategy for advertisers to imbue their brand with the magic of celebrity, but 2010 was a year full of cautionary tales in this area. What are the lessons for advertisers? Keith Glasspoole explains.
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Store Bells Ring
Purse strings seem likely to loosen slightly this Christmas despite continued worry about the economy, the looming increases in VAT and other austerity measures, according to the latest research from Ipsos ASI
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TV on alternative platforms
The technological advances of recent years have brought about significant changes in how we can choose to access video content. They have given us the ability to timeshift and create our own viewing libraries, to choose between downloads and live streaming online, and to access on-demand programming both online and through the TV set.
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Going Mobile in Media Research
The time is now right for mobile research because improved coverage and penetration of mobile phones enables us to access more research participants.
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Is technology just a `boy thing'?
This Thought Piece explores some of the headlines from the latest wave of the Ipsos MediaCT Technology tracker, which ran in July 2010, focusing on the reality of reaching universal online access and the influence of women in driving connected technology in and outside the home.
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Increasing accuracy in National Media Consumption surveys
As the quest to provide increasingly robust research at lower margins becomes more challenging, pressure increases on researchers to make the most cost-effective use of the data collected, which means collecting more data at lower cost. This Bite Sized White Paper discusses the challenges researchers face to deal with these types of projects.
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World Cup 2010
Televisions around the globe were tuned to the games, with audiences and ratings in many countries surpassing those achieved during the 2006 World Cup games - but did advertising bring marketers their desired results?
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The Rise and Rise of Digital Music
This Thought Piece explores how the music industry brought about this change, whether it spells an end to piracy and its impact on the physical retailer. Furthermore what, if any, lessons can other providers of digital content learn from the experience of the music sector?
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Bite Sized Thought Piece: Weighting Online Surveys
What is wrong with online samples? Ipsos MediaCT investigate.
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Ipsos MediaCT: An iPad Revolution?
As a tidal wave of excitement and scepticism continues to build in anticipation of the iPad finally reaching UK shores, Ipsos MediaCT has investigated potential take-up among GB consumers, as well as how such technology can affect, benefit and potentially threaten traditional media consumption.