[입소스 마케팅] Ipsos Update_2019년 5월 호

EARTH DAY 2019
To mark Earth Day, which fell on 22 April this year, our Global Advisor survey in 28 countries shows that people around the world are more concerned about environmental problems than they were in 2018, especially around climate change, air pollution and dealing with the amount of waste we generate.
4월 22일 지구의 날을 기념하여, 28개국 시민을 대상으로 실시한 입소스 조사 결과, 전 세계 사람들이 2018년 비교 환경 문제에 대해 더 많은 관심을 가지고 있다. 특히, 기후 변화, 대기 오염, 그리고 우리가 발생시키는 폐기물에 대한 관심도가 가장 높게 나타났다.

SELLING CREATIVE RESEARCH SHORT?
A white paper by Adam Sheridan from Creative Excellence gives tips on how to generate long-term business impact through advertising campaigns with the insights of creative research services.
입소스 Creative Excellence 전문가 Adam Sheridan의 백서는 창의적인 연구 서비스의 통찰력을 가진 광고 캠페인을 통해 장기적인 비즈니스 영향을 창출하는 방법에 대한 팁을 제공한다. 창의성은 의심할 여지 없이 브랜드 성공의 중심이다. 즉, 고객의 관심을 사로잡기 위한 독창적이고 사고력 있는 방법을 찾는 것이 핵심 비즈니스 목표다.

WHAT THE FUTURE? VICE
Our latest edition of What the Future examines attitudes from around the world on smoking, drinking and other activities we might consider morally questionable. Changing ideas about what is, or isn’t, a ‘vice’ raise questions for both businesses and government.
'What the Future'는 흡연, 음주, 그리고 도덕적 행위에 대한 오늘날과 10년 후의 전 세계인의 태도 조사이다. 우리가 "도덕적으로 받아들일 수 있는" 행동이라고 여기는 것은 끊임없이 변화하고 있으며, 국가들 간에 차이가 나타난다. 마약, 술, 도박에 대한 태도가 누그러졌을지 모르지만, 소셜 미디어 사용, 설탕 소비, 심지어 일 중독에 대한 오명도 증가하고 있다.

DRIVERLESS FUTURES?
Sarah Castell, Head of Futures in the UK explores early public responses to self-driving cars in a report with UCL, to find out what we already know and can predict about the future of driverless cars.
자율주행차에 대한 초기 대중적 반응을 탐구해 우리가 이미 알고 있는 것을 찾아내고, 운전자 없는 자동차의 미래에 대해 예측할 수 있다. 일반적으로 자율주행차 기술에 대한 관심이 있지만, 회의적이며, 모든 신기술과 마찬가지로 신뢰와 안전도 대중에게 큰 고려사항이다. 자율주행차와 관련하여, 국가에 따라 40%~60%의 국민들이 데이터 보호와 보안에 대해 우려하고 있으며, 세대별로 신차 구매 시 고려 정도, 자율주행차의 기능 관심도 등에 차이를 보인다.

SHOPPER RESEARCH
Perspectives on how brands can use new technologies to gain shopper insights and apply a framework to understand how customers make decisions in two pieces by Alison Chaltas (read here) and Greg Gwiasda (read here).
옴니채널 쇼핑시대에 접어들면서 고객을 사로잡기 위해 더욱 빠르고 민첩한 마케팅이 필요해졌다. 특히, 물리적 매장을 디지털화 해 온·오프라인 쇼핑의 경험 차이를 줄이는 ‘Physital’ (Physical+Digital 합성어) 마케팅에 대한 관심도 높아지고 있다. 입소스는 ‘Physital’ 쇼핑의 솔루션으로 자동화된 온라인 플랫폼 Simstore를 출시, Simstore는 매장 환경을 가상으로 볼 수 있는 웹 기반 시뮬레이션 기술로 고객의 쇼핑 행위의 이해와 예측을 가능하게 한다.

자료 링크 1: 

Let’s Get Phygital: Experience the future of shopper research
자료 링크 2: 

Creating agile and adaptive shopper journey strategies with behavioral science

MENA DECODED
Mustapha Tabba, Chief Operating Officer in MENA leads us through the key trends shaping the Middle East & North Africa, as society becomes more educated, urbanised, influenced by women and driven by technology.
MENA 지역에서는 교육 수준과 정보 수준이 높아지고, 도시화 되며, 여성의 영향력이 증가되고 있으며, 디지털 구매 채널 이동 등의 핵심 트렌드가 영향을 미치고 있다.

SPOTLIGHT ON AUSTRALIA
Ahead of the country’s May elections, recent research from Australia looks at how citizens feel about both their local and wider environment, in particular their views on energy policy and “liveable” cities
5월 호주 총선을 앞두고, 호주의 최근 연구를 통해 시민들이 그들의 지역 환경과 세계 기후 변화, 특히 에너지 정책과 "살기 좋은" 도시에 대한 그들의 견해를 살펴본다.

WHAT WORRIES THE WORLD 
The latest survey finds that ‘Financial/political corruption’ tops the world’s worry list, and more than one in two respondents in our 28 country poll say their country is heading in the wrong direction.
최근 실시한 입소스 28개국 조사에 따르면, 세계인들의 4대 걱정은 금융/정치적 부패, 빈곤/사회적 불평등, 실업과 범죄와 폭력이며, 두 명 중 한 명 이상(58%)이 자기 나라가 "잘못된 방향으로 가고 있다"고 나타났다.