Consumers

This book has been initiated to help Ipsos researchers in their international projects. At the analysis stage, it provides cultural insights which can enlighten the results. But also from a technical perspective, when preparing a qualitative study design, it aids in the consideration of local constraints (such as scheduling, sample composition, geographical coverage).

Creativity is as important as ever, but as the media landscape has fragmented and consumers encounter brands through ever more touchpoints, it has to be designed for the context in which it’s delivered to truly excel. It’s no longer enough to create just one piece of content and share across all platforms. Nowadays, creative needs to be fleet of foot, optimised for the intended channel or platform to generate true brand impact.

A critical role of marketing research is to identify unmet needs and determine innovation opportunities to fill the void, profitably.

The high disapproval of Dilma Roussef’s administration and the country’s erroneous direction result in nearly 60% of support for the impeachment - which is lower (43%) in classes D and E.
Consumer’s confidence has reached the lowest level considering all the historical series, and is at 64 points.
A country in economic depression, political instability and injured pride. What are the main problems to be solved to revert this situation?

As one of the least documented economies in the world, but with a population of 180 million across 500 cities and 45,000 villages, the Consumers Book of Pakistan realises the need for authentic data for such a big and diverse market.

The most negative scenario post-1989. The free-fall trend that started in 2015 has stagnated among the lowest levels in the past 10 years.

For an industry to survive and evolve it must be constantly challenging its own role and wider impact. But how can the insight function ensure it remains relevant and impactful in the midst of a revolution in marketing?

China’s economy showed moderate but steady growth with a year-on-year GDP increase of 7.0 percent at comparable prices.

China national economy maintained stable growth in 2014 with an overall GDP growth of 7.4%. 2015 Feb total RSCG YOY growth slightly down at 10.7