Ipsos Knowledge Summit
October 30, 2007
Le Parker Meridien Hotel
New York, NY
Recently, Ipsos hosted a jam-packed research summit featuring experts from our advertising research, customer loyalty & satisfaction division, marketing research, and public affairs division. Presentations provided actionable insight on a variety of topics including the best ways to measure corporate reputation and advances in qualitative research approaches such as ethnography.
Download presentation materials.
Marketing Accountability and the Role of Survey Research
CMOs face increasing pressure to develop business metrics that foster accountability to shareholders in the same fashion as the business metrics generated from the CFO's office. In this presentation, Jason Brown will explore some of the challenges in this development process from the perspective of what it will take to link marketing research metrics to business metrics. He will also draw upon Ipsos' experience in working with organizations that are attempting to make this link more direct and share our observations of some of the barriers to linkage. Ultimately, he will offer some suggestions for the role of survey research in supporting the CMO's efforts to improve company metrics for marketing accountability.
Corporate Reputation - Understand How Reputational Risk Can Affect Your Global Trademark & Trustmark
Paul Abbate will present findings from the inaugural wave of Ipsos Public Affairs' Global @dvisor: Reputation Risk Identifier. Learn how companies, agencies, and government organizations are using this quasi-syndicated-custom service to help them gain a better understanding of today's risk landscape. Ipsos has utilized analytical theorems to reduce risk into "six" key indices (Optimism, Globalization, Free Enterprise, Business Regulation, Environmental Purchasing, and Rights protection). You will see how clients are gaining a better understanding of the risk affecting countries, industries, and some of the most powerful global brands in the world in this presentation. In addition, meet "The Intelligaged™", Global @dvisor's elite opinion leader survey audience. They are the Internet savvy, highly connected, politically active, and are setting trends within today's emerging country landscape.
Product Positioning and Development – How to Set Your Brand Apart From the Rest With Consumer Relevant Positioning
In today's crowded marketplace, positioning a product - whether new or existing - is challenging. The Ipsos Understanding Unltd. COMPASS™ process helps businesses gain insight into the unmet needs and desires of consumers and builds these insights into relevant positionings. In her presentation, Daphne Dodson will help answer the question "How Can Consumers Help You Develop Strong Positioning?" Along the way, she will engage you with innovative ideation, concept writing, and refining techniques to help you reposition your whole outlook on positioning!
How do Innovative Companies Do It? The Nine Things You Need To Know
Driving successful innovation is at the heart of delivering profitable growth for most companies. The strategies or drivers behind the innovation process vary across companies and industries, resulting in different levels of success in the marketplace. At Ipsos, because our business is built around innovation, we have seen our share of successes and failures in new product development. Lisa Lanier will share with you learnings from key industry leaders on what it takes to be successful at the "innovation game."
Gimme! The Human Nature of Successful Marketing
In this presentation, John Hallward will discuss his thoughts on how our genetic characteristics (emotions, habits, memories, desires, moods, thinking, and motivations) can be leveraged to drive more impactful marketing. Hear first hand insights published in his new book in which John explores some of our evolutionary traits and then shows how Ipsos ASI's advertising databases and R&D, confirms that advertising and brand marketing indeed follow our evolutionary features.
Profitable Loyalty: Turning More of your Current Customers into your Ideal Customers
In this presentation, Timothy Keiningham will describe an approach that not only enables executives to grow their businesses profitably, but also supports the development of the customer-focused organization so necessary for sustainable growth. Tim will show how measures that incorporate customers' key business-centric attitudes and behaviors (Loyalty, Share of Wallet, Profitability) can successfully be used to turn ordinary customers into those ideal customers who are loyal and spend more of their dollars in more profitable ways.
Research Techniques for the Emerging Media Ecosystems
To consumers, today's emerging media options are as daunting as they are captivating. The proliferation of wireless and broadband Internet access has allowed consumers to access digital content with increasing frequency, while time and place-shifting of audio and video programming have ushered in an “on-demand” era that allows consumers unprecedented flexibility in their media consumption behaviors. While consumers are increasingly tantalized by new methods of digital media acquisition and engagement, marketers are equally tantalized by the challenge of understanding, anticipating, and addressing ever-evolving consumer needs and preferences. In this presentation, Matt Kleinschmit will show you how primary market research techniques have been adapted to provide key insights into future technology/digital media trends and consumer behavior.
Download copies of our presentation materials.
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