The pace of technological and social change is bewilderingly fast. In the world of brand and communications, we feel this particularly keenly, with the digital revolution transforming the way that brands seek to connect with people.
UCT Unilever Institute of Strategic Marketing has partnered with Ipsos to uncover a mass of information about a market that makes up more than 100 million people in Sub-Saharan Africa – the Urban Middle Class.
Brazilians continue without confidence in the direction of the country: 93% state that Brazil is in the wrong direction, index that is similar to what we have seen in recent months. This perception reflects the lack of perspectives regarding the political, economic and social stabilization of the country.
It is hard to find a major audience measurement service that does not employ statistical wizardry of one sort or another. From simple weighting of survey results to correct for sample imbalances to modelling the audiences to hard-to-measure media, the use of statistics and algorithms is increasing. In this White Paper, Andrew Green and Mario Paic explore some of these techniques.
The average global economic assessment of national economies surveyed in 26 countries is up two points with 45% of global citizens rating their national economies as ‘good’.
The perception that the country is heading in the WRONG direction grew 5% in the past 3 months: it went from 87% in February to 92% in April, index that is close to April 2016 93%, at the climax of President Dilma’s impeachment process.
