The Story Behind the Story

People are complicated. Ipsos shares examples from recent projects to illustrate the value of considering multiple perspectives when talking to consumers.

The Story Behind the Story

The author(s)

  • Chris Jackson Vice President, US, Public Affairs
  • Karin O'Neill Vice President, Innovation, US, Ipsos UU
  • Liza Walworth Vice President, Head of US Ethnography Center of Excellence
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Simply put, in today’s world the American population is quick to divide, and thus a brand that takes a stand or is even perceived to be taking a stand risks alienating a significant chunk of its consumer base. So, how can we as researchers guide brands and companies to survive and even thrive in this polarized and politicized environment?

In this article featured in the February 2018 edition of Quirks Magazine, we offer a few simple principles together with an example that shows how tricky these situations can be. Brands, too, can rush to judgement and make snap determinations that can lead to targeting messages based on the anticipated tribal reactions of their customers.

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The author(s)

  • Chris Jackson Vice President, US, Public Affairs
  • Karin O'Neill Vice President, Innovation, US, Ipsos UU
  • Liza Walworth Vice President, Head of US Ethnography Center of Excellence

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