Ipsos Update - November 2016

Welcome to the November edition of Ipsos Update, our monthly selection of research and thinking from Ipsos teams around the world.

We start with the smartphone. Over half the global population now has one by their side, and this figure will rise to over 70% by 2021. For researchers, the way forward is clear: to engage with respondents in a device agnostic way. Our new White Paper sets the scene. It charts how consumer behaviours are changing, and provides a set of best practices for adapting research programmes to this new environment.

Our Technology Tracker report from the Ipsos in MENA team provides a case in point. With connectivity levels skyrocketing, MENA’s consumers are finding their voices online, engaging with the world around them and expecting to be heard. Nine in ten internet users in the region are now using social media, while 80% of millennials are using chatting platforms.

All this web chat, customer feedback and consumer data brings with it such possibilities. We are seeing a step change in the way insight is delivered. Where once ‘more data, more detail’ was a constant mantra, now the emphasis is on smart data that delivers specific insights easily, coherently and upon request. At the same time, there is the danger of getting lost in all this information. We feature Fiona Moss’ practical guide to applying a “research ecosystem” to help you find your way successfully through the data jungle.

One constant amidst all this change: stories with the ability to stir our emotions get remembered. They also have the capacity to influence our behaviour. So, emotion-based advertising can be highly effective – provided it works within a strong and consistent brand framework. Gailynn Nicks and Yannick Carriou review the evidence, and provide some pointers to what makes a successful campaign.

Phil Shaw picks up on these themes with a checklist for making sure you have the right metrics in place to understand whether your messages are getting across. He stresses the need to be clear about the desired brand impact of a campaign – and the role of communications to help achieve these goals.

Research has always played a role in helping organisations understand the size and dynamics of the markets they are operating in. And our new report on the Chinese automotive aftermarket provides a case study of the opportunities in markets that are now starting to mature. It was back in 2009 that China overtook the US as the world’s largest car market. One result of this: the aftermarket is growing rapidly and will double in size between now and 2021: our report highlights the growth of ecommerce as the market continues to develop.

The growth of ecommerce brings with it the need to ensure that your consumers are protected from being the victims of cybercrime, and this is a topic picked up in the latest sitting of the Ipsos Reputation Council. Communications professionals now see this as the Number 1 reputational risk facing their organisation. Our report goes on to explore the latest themes guiding successful corporate reputation programmes – including a look at what companies are doing to show they are open and “transparent”.

One way of improving your reputation is to make sure you are minimising the burden you place on customers when they get in touch. The Ipsos Customer:Company Effort Ratio helps crystallise these issues: our new case study from Australia shows just how far many companies have to travel in terms of making life easier for their customers.

Meanwhile, our World Luxury Tracking study looks at six different markets, and highlights four themes that consumers are looking for in a luxury brand. Being attentive to their needs is one of them.

We take a look at Latin America, where the continent’s opinion leaders rate Peru as number 1 for gastronomy. Chile comes out as the safest country in the region, while Colombia is out in front in terms of the hospitality of its people.

And finally, we have the event of the month: the election of Donald Trump to the US Presidency. Our team provide some initial thoughts on the lessons for opinion pollsters, as well as a series of briefings on the key factors underpinning the rise in the Republican Candidate’s popular support.