People aren’t robots, they don’t make carefully-balanced purchase decisions, based only on relative price and utility. Context matters: our Ipsos Global Trends survey shows rising proportions saying they want to buy brands which share their values. Overall, up to 50% of brand choice can be driven by societal or behavioural factors. We all need to stay tuned to this broader environment, as people around the world continue to deal with an array of global and local uncertainties.
In this episode of our KEYS webinar series, we reflect on how a better understanding of cultures, countries and communities can help us make more informed decisions.
On the agenda:
The dynamics of public opinion
We review the prevailing mood, with a special focus on the findings of Ipsos’ annual International Women’s Day research.
Even with the great strides made in female empowerment, tensions remain for women in many aspects of their lives. We share the latest findings from an Ipsos research programme that seeks to understand what it means to be a woman across different cultures.
When difference doesn't mean different
How can we do better at assessing whether contrasting survey ratings are the result of variations in actual performance or more a feature of different cultural response styles? We take a look at the latest evidence.
The context of brand success
Successful brands start by taking stock of how people are living their daily lives, and what is happening in the wider world around them. We present new thinking on how to differentiate the macro from the micro context.
Learn more about the themes covered by our experts here
All KEYS Webinar recordings and presentations are available here.
Jennifer Hubber, Chief Client Officer, Head of Ipsos Global Client Organisation
Simon Atkinson, Chief Knowledge Officer, Ipsos Knowledge Centre
Fiona Moss, Head of Global Analytics Team, Customer Experience
Chris Murphy, Global President, Brand & Market Strategy, Market Strategy and Understanding, Ipsos
Busisiwe Mahlaba, Client Officer, Ipsos in South Africa