KEYS – an Ipsos webinar series

Our Keys webinar series is dedicated to helping our clients better understand the dynamics of today as they prepare for tomorrow.

Keys to help clients better understand the dynamics of today as they prepare for tomorrow | Ipsos

Our focus in this webinar series is on bringing together new perspectives, based on-real-life experiences and insights grounded in research.

We start each episode with a round-up of the latest research from around the world, and then go on to explore one or more topics, guided by Ipsos’ experts in the relevant field.

The recordings from the current season are listed below; each webinar is supported by relevant publications and research reports to help you explore the topics covered in more detail.

Past episodes

Episode 25: The year ahead

We like to start a new year with a sense of reflection and optimism. Acknowledging our current challenges, but grounding them in the lessons we’ve learned along the way, and in the strategies we’ve put in place for the future.

But events of the last few years – coming together in today’s polycrisis environment – are making many of us feel more uncertain about the period ahead. Perhaps that’s no bad thing. Few governments or businesses can say they were fully prepared for the shock of the war in Ukraine or indeed the magnitude of the cost-of-living crises the world is experiencing.

In our first episode of 2023, we shared some new ideas and perspectives to help us all be better prepared for whatever lies ahead.

Episode 24: The year in review (2022)

This was a year which saw people around the globe grappling with a complex array of challenges, all at the same time. Its defining moments include lingering uncertainties around Covid-19, the return of war to Europe, the ever-clearer realities of climate change and an unfolding cost of living crisis.

It’s no surprise that 2022 has seen new words like permacrisis and polycrisis emerge to describe the unfolding situations.

In this episode we consider what we’ve learned from the experience of the last twelve months and discuss how we can stay prepared and resilient during the period ahead.

Episode 23: Convergent commerce 2022

Reports of the death of the physical store are easy to find. But they are greatly exaggerated. The latest Ipsos data illustrates vividly how consumers continue to spend significant proportions of their shopping time in-store. In many ways we see the role of the physical store expanding, rather than contracting.

Meanwhile, shoppers now have extensive exposure to the digital commercial channels available to them, whether via online marketplaces or through retailer and brand websites. And, when they have made their purchase, they often go on to collect their goods digitally at their local store.

Today’s convergent commerce environment sees the integration of online and in-store experiences that allow shoppers to buy from anywhere, anytime, anyhow.

In this episode, which coincides with the seasonal shopping season in many parts of the world, we reflect on the dynamics of our changing consumer landscapes.

Episode 22: Talking about our Generations

Today’s marketing and research reports are full of references to different generations and how they may (or may not) be changing the consumer and societal landscape. As Millennials have started to age, recent years have seen attention turn to the younger and apparently more exciting cohort that is Generation Z.

In this episode we think about how we can put generational and demographic analysis to good use. We explore some foundational (and not-always-easy-to-answer) questions about how best to approach these subjects. When should we use the various terms and what do we mean when we do so?

Episode 21: Lessons from inflationary times

We continue to grapple with a dynamically uncertain environment, as central banks’ forecasts on inflation are revised upwards and consumer sentiment falls to the lowest levels for some time. For many people around the world, it is the phrase “just about getting by” which best describes their current situation

In this episode we explore how individuals are reacting to today’s fluid and unpredictable situation. We take a moment to reflect on what we have learned from previous inflationary periods. And we reflect on how best to take advantage of the opportunities that lie ahead.

Learn more about the themes covered by our experts here.

Episode 20: We need to talk about change

Today's narratives often emphasise the unprecedented changes taking place all around us, as the world embraces the amazing power of new technologies while dealing with a succession of crises. In our next episode we will pause to take stock.

We will be taking a moment to review the big economic, societal and demographic changes currently in play. But we will also be considering those things that change less over time, through the lens of how people live their daily lives. Along the way we ask the question: can change sometimes be overrated?

Learn more about the themes covered by our experts here

Episode 19 : Recipes for Success in Uncertain Times

Whatever the remainder of 2022 may bring, one thing is clear about our current environment: the only certainty is uncertainty.

This episode sees us explore how we can give ourselves the best chance to be successful in today’s challenging context. We’ve been reviewing the evidence and thinking about what it takes to stand out from the crowd when it comes to innovation, communication and employee motivation.

Learn more about the themes covered by our experts here

Episode 18 : The Sustainability Imperative

Governments, business and society all share a growing ambition to create a more sustainable and prosperous future for people and for our planet, while recognising the challenges at play.

How to shape a future that is planet-positive? How to support a fairer society where everyone can thrive? And how can businesses create sustainable futures, both for themselves and the communities they serve?

Episode 17 : The Inclusion Imperative

This episode sees us pause to reflect on how we can do a better job at understanding the world around us in all its complexity and diversity.

This involves revisiting some of our established ways of working and thinking. As we do so, we need to ask ourselves new questions – and be very clear that we do not have all the answers.

What still needs to be done when it comes to building a more nuanced and empathetic understanding of individuals’ needs and aspirations?

Episode 16: A Better Life?

In this episode, our experts put the spotlight on how people can live better lives and consider how organisations can play a positive role in improving our wellbeing.

Episode 15: The Year Ahead

In some ways, the start of 2022 feels similar to 12 months ago as governments, businesses and individuals deal with the uncertainties of a new coronavirus variant. At the same time, other aspects of the narrative are changing. We are now talking about supply chain problems and the ripple-effects of inflation. And there’s a rich discussion to be had about what the pandemic period has concealed, revealed and accelerated.

Episode 14: 2021 in Review

2021 started with a mood of guarded optimism and at least some hope that the storm which came with Covid-19 could now be weathered: 77% of people were expecting this year to be a better one for them and their family.
As the year draws to a close, and against the continued backdrop of the pandemic, we thought it would be a good moment to pause and reflect on the past 12 months. How do people feel now? How do we feel now? And, as we prepare for the coming period, what lessons have we been learning along the way?

Episode 13: Convergent Commerce

This session takes place as the seasonal shopping season reaches its peak in many parts of the world.

Episode 12: Environment Emergency?

This session takes place ahead of this year’s UN Climate Change summit, which will see world leaders come together to accelerate action towards the goals set out in the Paris Accords.

Episode 11: Making a difference?

In this session, we will explore the question of how brands can make a positive impact on individuals’ lives.

Episode 10: In search of empathy

In this session, we will be taking time out to explore how we can stay tuned to people’s daily lives and build our understanding from different angles.

Episode 9: The world at home

In this session, we consider one way life has changed for so many of us around the world: the increased amount of time we are spending at home.

Episode 8: Dynamic planet

This session, to mark Earth Day 2021, sees us pause to take stock and think about how our planet is changing. Are we prepared for the demographic, environmental and technological changes that lie ahead?

Episode 7: Standing out from the crowd

This session sees us explore how we can cut through the noise and ensure the product, service or experience we are offering stands out at those moments that really matter.

Episode 6: Ecommerce acceleration

This session sees us explore the fast-changing e-commerce environment, accelerated by the advent of Covid-19, how are consumers reacting, and where do omnichannel strategies need to adapt.

Episode 5: The Day After Tomorrow

For this first session of 2021, we will be looking to the medium term and exploring how we can equip ourselves to be one step ahead in our thinking and decision-making.

Episode 4: 2020 in Review

For our final session of 2020, we will be pausing to reflect on a year which will always be defined by the pandemic. What lessons can we start to draw - and what questions should we be asking ourselves during the first months of 2021?

Episode 3: The Retail Roller Coaster

Recent months have seen shoppers, retailers and brands having to adapt to an unprecedented set of twists and turns. This episode sees us take a ride on the retail roller coaster as we encounter a seasonal shopping season like now other.

Episode 2: Adaptive Brands

In this edition, our team explored how brands are adapting in the current environment. We shared new findings on the building blocks for success and looked at the US Election through a different lens.

Episode 1: And Now What?

The first webinar in the series saw us take time out to reflect on what we learned from the first nine months of the coronavirus crisis.