Ipsos Update - October 2020

Our new brand growth story, the future of money, fractures in French society and a special on the US election all feature in our latest monthly round-up of research and thinking from Ipsos around the world.

How to achieve brand growth in a mindful and mindless world? This is the central question of Dancing with Duality, a major new piece of Ipsos analysis. It paints a full picture of how people make decisions, grounded in scientific research showing that this process is neither strictly automatic nor deliberative but adaptive, with our choices arising along a continuum. Our team sets out how brands can influence customer relationships and the choices that result.

Marketing in Changing Times reconsiders the fundamental motivations of purchase in the context of COVID-19. It is true that how people buy a brand may change over time, but why people buy a brand is less likely to change.

Companies will be an integral part of the recovery process moving through the crisis. In Taking a Stand, our new point of view on corporate reputation, we highlight how the public perceive companies in the context of the global pandemic with case studies from France, Japan and the US.

Another new white paper, Bigger Innovations Need Bigger Data, focuses on innovation research which has long shown “lead users” – not manufacturers or producers – to be the real pioneers. Find out how our new Innovation Spaces methodology helps to discover both emerging needs and novel solutions through social data and AI algorithms.

The latest edition of our What the Future series explores our relationship with money. Real or virtual, hard cash or crypto coins, money will always be power. The question is, how much of that is shifting, in what directions and how quickly? Read about how the pandemic is accelerating existing trends and raising new questions.

September’s What Worries the World? survey results confirm COVID-19 as the top concern for six consecutive months, with worries particularly high in the Asia-Pacific region. We look at how Coronavirus is shaping concerns in 27 countries and explore whether they think things are currently on the right or the wrong track.

We turn the spotlight onto France, with our new French Fault Lines report revealing the divisions cutting across a (particularly pessimistic) nation today. 78% think the country is in decline, while a demand for authority comes alongside high levels of mistrust in the country’s elites.

Finally, how the US is seen around the world is the focus of a new 29-country Ipsos Global Advisor survey. The strongest aspect of America’s image is its powerful economy; its ratings are lowest on respect for its neighbours.

Counting down to election day on 3rd November, we also present a round-up of the latest polling data and expert analysis on the US election.