Research, Opinion And Insights From Ipsos

Brands Without Borders, Getting The Price Right, Thoughts On Security, And More

New York, NY - How do you nail down the right price for your product or service? How do you successfully take your brand into new territory? And do Americans feel safer now than before the war in Iraq? All of these topics - and more - are explored in the latest issue of Ipsos Ideas, a newsletter of research, opinion and discussion published six times a year and available at Beyond the Obvious: One of the most difficult challenges a brand can face is continued growth. Of course, the easiest growth path is through the introduction of close in-line extensions, such as new flavors, scents, or varieties in the same category as the original parent brand. Once these obvious opportunities are exhausted, marketers must search further to identify new opportunities. "Large consumer goods companies often own several brand names, each with its own strengths and equities. If a company wants to enter an unfamiliar market, which of its brand names should be used for the new entrant? Our experience shows that choosing the right brand can have a tremendous impact on the success of the stretch initiative," note authors Sandy Eubank and Jacques Blanchard of member company Ipsos-Novaction in their essay "Brands Without Borders: Understanding Brand Extension". The Price Must Be Right: Also in this issue, author Mike Belmont of Ipsos-Insight, the company's flagship U.S, marketing research division, examines the science behind pricing in "The Right Price: Questions and Answers". How do marketers find out what potential customers are willing to pay for a new product or service? What price and combination of features will maximize revenue? How many of items are they likely to sell? Do Americans Feel Safer Now? And in "Americans Debate the Consequences of the War in Iraq" author Ana Iparraguirre of Ipsos Public Affairs notes that four in 10 Americans (44%) believe Iraqis are safer now than before the war, although more than half of Americans say Iraqis are either less safe (27%) or that there has been no change in their situation (27%). Opinion is divided on whether Americans are more or less safe now than before the war: 30% say we are safer, 31% say we are less safe, and 38% say there has been no change. Two-thirds (65%) of Americans think there should be fewer troops in Iraq six months from now, but only 25% believe this will be the case. Seven in ten say there will be as many (33%) or more (38%) U.S. troops in Iraq at the end of this year. Each quarter, Ipsos Public Affairs designs a study of American opinion on different topics for the PBS program Flashpoints USA. The latest study was fielded in the days leading up to the handover of power to the interim Iraqi government. The poll was designed to provide context and generate debate on the popular program, hosted by Bryant Gumbel and Gwen Ifill. (Poll results can be viewed here.) To subscribe, search archives or view the complete August-September 2004 issue of Ipsos Ideas, visit: To view the company's latest news releases on the U.S. election, consumer trends and key business and public opinion issues, visit: To learn how to benefit from Ipsos knowledge, receive Free News Alerts or become a member of one of the company's research panels, visit: For more information on this press release, please contact: Dan Maceluch Vice-President, Ipsos North America 604.893.1635 Ipsos in North America Ipsos is the fastest growing market research company in the U.S. and among the most trusted research brands in North America. With more than 1,300 professionals and support staff in the U.S and Canada, Ipsos offers a suite of survey-based services--guided by industry experts and bolstered by advanced analytics and methodologies--in advertising, customer loyalty, marketing, and public affairs research, as well as forecasting and modeling. Ipsos companies offer a complete line of custom, syndicated, omnibus, panel, and online research products and services. Ipsos conducts polling on behalf of The Associated Press, the world's oldest and largest news organization, BusinessWeek, and the young voter's poll for To learn more, visit: About Ipsos Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and reactions of consumers, customers, and citizens around the world. Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe. Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting and modeling and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2003, Ipsos generated global revenues of $644.2 million U.S. To learn more, visit: Ipsos is listed on the Euronext Paris Premier Marchй, and is part of the SBF 120 and Next Prime Indices as well as eligible to the Deferred Settlement System (SRD). Euroclear code 7329, Reuters ISOS.LN, Bloomberg IPS FP