When we combine market effects with attitudinal measures, we can build stronger brand relationships and more importantly, achieve a better business result.
Ipsos shares our advertising experience on how consumer insight can aid the early stages of creative development, and help support creativity without the risk of "failure".
The rise of Social Media has led to a fundamental change in the way brands communicate with consumers. It is no longer a one-way exchange but a dialogue, in which the power of the consumer must be respected, and appropriately managed.
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.
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
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?
