Successful brands need to take context into account, as it can strongly influence consumer decisions. Context is what's happening in people's lives and in the world around them, and understanding this context is critical to understanding consumer expectations.
Our research shows that contextual influences significantly drive brand choice, contributing to over 50% of the decision-making process, depending on the product category.
Context is divided into two main types:
- Macro-context, which encompasses societal and cultural values, climate change, political conflicts, and economic factors.
- Micro-context, which focuses on the immediate circumstances of consumption, such as the location, company, and activities associated with the product use, as well as the functional, emotional, and societal needs at that moment.
The demand space roadmap
Demand space analysis is a valuable tool examining context and gaining insights, clarity, and direction for growth, and can be applied to a wide range of products and services.
This paper introduces Ipsos’ unique demand space segmentation approach, which examines the intersection of people, needs, and context to help you understand growth opportunities through a multi-dimensional lens.
Using machine learning tools to identify the key drivers of choice, we map demand spaces for your brand that reflect reality and help you to understand what levers to pull, what to communicate, and who to target for each space.
We outline why a clear understanding of what drives consumer choice is central to demand space segmentation. As our world continues to change and evolve from the impacts of global events such as climate change and inflation, it becomes increasingly important to ensure you have a clear roadmap to guide the marketing actions of your company.
Forthcoming papers in our context series
This paper forms part of our three-part series on understanding the impact of context on brand choice. The series focuses on the importance of identifying the context in which consumers make brand choices and using these insights to drive brand growth.
You can download the second paper here: Understanding the context of consumption moments.
Look out for the final paper in the series coming soon: How context can inspire brand growth.
In the meantime, please visit our Ipsos Brand Success microsite for more information.