What’s Your Brand’s Social Category?

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Consumers see brands as belonging to categories based on their own perception and life experience. Once consumers pigeonhole a brand, it is hard for the brand to easily change that category perception. For example, Kodak was THE brand name for film photography. It was also the company that invented the […]

DUEL: Understanding Appeal and Passion

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Traditional approaches to early screening rely on rational, thoughtful feedback using scaled responses. Yet consumers typically form impressions and make decisions within seconds (e.g., FMOT, Blink, System 1, etc.)   To reflect this reality and help you make better decisions, Ipsos is very excited to introduce DUEL – the next […]

Video Analysis and the Future of Total Understanding

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MRMW Q&A Britt Calvert, Senior Account Manager, Ipsos Marketing took the time to explain how mobile and video analysis can provide added depth and impact to your research. Q: There has been a lot of buzz about mobile and video. Why are these important and why should researchers care? Britt […]

To Qual or To Quant? That is the Question

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  To Qual or To Quant? That is the Question   When winter wind gives way to summer sun, Chicago’s sidewalk cafés and rooftop bars reopen to much celebration. Family, friends, and coworkers meet up for a drink, a snack, or simply to people-watch. I love people-watching around the world […]

Building Distinctive Brand Assets: A Webinar Featuring Four Measures That Matter

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View this recorded webinar to hear Ipsos’ Dave Gryga demonstrate how you can gain a deeper understanding of the level of distinctiveness for your brands, highlighting strengths to leverage and opportunities to further drive distinctiveness.