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Ipsos Update – February 2024
Gender, politics, manufacturing… Ipsos Update explores the latest and research & thinking on key topics from Ipsos teams around the world.
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Putting the 'Social' Back Into Social Media Advertising
Brands have focused on beating the skip, or scroll. But with marketers projected to allocate 70% of media budgets to digital by 2024, social ads increasingly need to do more to build brands in the longer-term.
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Why Nostalgia Is So 'Fetch' Right Now
In volume 3 of the Ipsos and Effie Dynamic Effectiveness series, we explore why nostalgia is a powerful tool and the ways in which brands can use it effectively.
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Dynamic Effectiveness: Ipsos & Effie UK
The series combines evidence on society, trends, and advertising effectiveness from Ipsos research with Effie’s marketing effectiveness database to help marketers build better campaigns.
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Trust in politicians reaches its lowest score in 40 years
This year's Ipsos Veracity Index reveals that the proportions of people who say they trust politicians and Government Ministers to tell the truth have reached their lowest scores since the survey began in 1983.
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The Empathy Gap and How to Bridge It
In the first volume of our Dynamic Effectiveness series we broached the subject of gender in advertising using Ipsos Global Trends data to show how better portrayal of women is good for both society and business. In volume 2, we were inspired by another global trend: the search for simplicity and meaning.
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The future of the UK workforce
Future public services should enable people to develop skills and change career mid-life to meet the economy’s skills needs. Many people would change career and retrain but don’t know how. We discussed with Fiona Aldridge, Head of Insight at the West Midlands Combined Authority, how the WMCA Trailblazer devolution deal offered an opportunity to design solutions to integrate skills, employment, and careers services, and target funding at regional skills gaps. However, there remain national challenges for the devolution model to meet skills needs.
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Politicians the least trusted profession, while doctors the most trustworthy
Running since 2018, the Ipsos Global Trustworthiness Index tracks how trustworthy or untrustworthy people see different professions.
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Can Award Winning Ads be Effective?
We know that creative quality is a big driver of advertising effectiveness. Here’s how brands can turn their award-winning creative into commercial success.
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Dare to be a TikTok MISFIT: How KitKat shaped a cultural moment and championed Brand Success
In early 2023, KitKat Japan unveiled its noteworthy KitKat YOKUBARI DOUBLE ad on TikTok. Masterfully adhering to social media codes while injecting a burst of creative brilliance resulted in an authentic Misfits story.