“Smartphones are changing our habits and behaviors in increasingly significant ways and as penetration now exceeds 50% in western markets, this is the time for mobile research to move centre stage,” says Phil Shaw, Head of Digital with Ipsos ASI in the UK. “Our phones are always on and always with us, which makes the Ipsos ASI Brand Shout smartphone app the perfect way to understand experiences as they happen in real-time.”Brand Shout enables advertisers and Ipsos clients to understand touchpoint exposure and optimise them by measuring:
- In-the-moment reaction, including emotional response and effect on brand perceptions, to all touchpoints, including advertising, social media, experiential, and point of sale before they're post-rationalised.
- The motivations that drive purchase in-store, on site or online - at the very moment those choices are mad.
- The power and influence of word of mouth.
“Brand Shout measures reaction to brand touchpoints in the moment and gets us closer to understanding how advertising impacts people at the point it’s received and why people make the choices they do, at the very moment they make them,” adds Gerry Hahlo, Director of Global Tracking with Ipsos ASI.
Commissioning Complex Evaluations
Commissioning complex evaluations? How do you de-risk specifying and proposing complexity-appropriate methods in tender processes and get the right commissioner-contractor balance for responsive and collaborative delivery? Thoughts below from Ipsos MORI’s Policy and Evaluation Unit.