Incremental Versus Monumental Decision-Making

In this Ipsos Marketing paper, we explore a new approach to decision-making which is based on a technology-enabled, phased research approach that delivers deep consumer insights that will fuel brand growth.

Incremental Versus Monumental Decision-Making

The author(s)

  • Dr. Pippa Bailey Ipsos Marketing, UK
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To ensure your brand stays relevant, you need to make decisions faster than ever before.

Instead of relying on a large-scale, time-consuming foundational study, you need to leverage rapid, multi-sourced digital information to make a succession of quick and impactful decisions - moving from a monumental brand decision to a series of incremental brand decisions.

In this paper, we will explore a new approach to decision-making which is based on a technology-enabled, phased research approach that delivers deep consumer insights that will fuel brand growth.

The author(s)

  • Dr. Pippa Bailey Ipsos Marketing, UK

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