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 […]
In this video, CEO of IpsosMarketQuest presents a case study on how social intelligence was used to evaluate and gain insights on a brand in crisis.
It’s official! Millennials are now the largest generation in the workforce, overtaking both Boomers and Gen-Xers over the past year or so. The potential for marketplace dominance in consumer purchasing power for Millennials is staggering. Most corporations have been preparing and positioning themselves for this eventuality, directing resources and decision […]
Target millennials by doing your research, focusing your message, and gaining loyalty through appealing to those people and sources millennials trust.
In lieu of a traditional survey, Ipsos observed millennials through social media monitoring to determine the outcome of a recently launched craft beer.
It’s more important than ever to spend the extra time and effort to create a real crowd pleaser in an age where the masses have the power of influence.