Women are one of the most powerful consumer segments in the world. Not only does their influence extend across major categories, they are also the main influencers when it comes to purchase decisions relating to the household.
Breakthrough innovations are critical to the future success of your organisation. Why? Because they can yield more than double the returns of non-breakthrough innovations.
The Ipsos Global Affluent Survey is a unique database which allows planners to compare and contrast the behaviour and media consumption of the Affluent individuals across 49 countries in the world.
With the rapid rise of visual language, it is becoming increasingly important for both researchers and brands to understand how to unpick and analyse this new vocabulary; deconstructing the discourse, to stay ahead of the curve.
In September, the perception regarding the country’s direction has stagnated at a negative level. Evaluation of Temer’s administration drops 4% in the bad/very bad indicators, but it does not convert to good/very good.
Only 56% of females 65+ have accessed the internet in the last 3 months. This rises to 69% for males of the same age group. Males (38%) and females (29%) 65+ from social grade DE are least likely to have accessed the internet recently. Broadband at home remains the preferred method to access the internet with 77% but Smartphone access is closing the gap rapidly and is now at 71%.
Balancing reach with precision in your media strategy. What is the best way to get the right amount of reach but also the right precision? Some marketers are seduced by the promise of micro-targeted precision through digital media spend. Others go broad and target everyone. What is the right balance for your brand? Frustrating though it may be – the answer is “it depends”.
Marketing to the new generation of mothers in China has always been a hot spot of many FMCG and maternal-child brands. As a special group, these new mothers are mainly constituted of post-85s and post-90s growing up in the era of Internet. How do they apply the media? What are their considerations when making purchase decisions? How should a brand respond to these habits?
