January 2012
To fully leverage our brands, we need to separate the consumer act of deliberating from the act of choosing, understand the role that instinct or...
November 2011
All the time dedicated to innovation, to positioning, to celebrity endorsements and NASCAR sponsorships. Unless your product delivers at the first...
November 2011
The question of why some segmentation solutions become indispensable marketing tools while others never see action is a perennial marketing question....
October 2011
Ipsos has found that the best way to tackle competitive context and individualized consideration sets is through the application of what we call the...
September 2011
Today's young adults – defined as being in the 18 to 34 age bracket – have become accustomed to living in a world where financial crisis...
September 2011
The top benefits parents want their children to receive from eating healthy foods relate to heart health, reduced risk of disease, brain development...
July 2011
While the majority of global consumers still perceive store brands to be the same as or better than national brands, a one year trend analysis...
May 2011
Failure of a line extension to add to the bottom line is its ticket to the innovation graveyard.
While there are many examples of successful line...
April 2011
North American young adults aged 18-34 are a heavily sought out demographic. The way they spend their money and leisure time. The way they use...
January 2011
The innovation process has changed dramatically over the last several years and yet the primary forecasting tools available to Marketers are...
October 2010
You must be living in the dark if you haven’t heard about the brilliant and much celebrated social media phenomenon of the Old Spice guy’s YouTube...
October 2010
Currently, many retailers and manufacturers treat deciding on the appropriate number of SKUs to offer as a tactical undertaking designed to maximize...
October 2010
As the choices facing consumers in the consumer packaged goods marketplace become more numerous and varied, increased attention must be given to...
October 2010
Consumer attitudes and behaviors define their shopping styles. And Ipsos Marketing, Shopper & Retail Research has identified five different types of...
September 2010
Technology is rapidly changing, and various players – banks, payment networks, merchants, cellular carriers, chip makers, OEMs (Original Equipment...
July 2010
The digital age has changed the way consumers connect with one another; they can reach out to millions of people unlike ever before. The consumer...
June 2010
Gambling on the Internet is illegal. But that doesn’t mean Canadians aren’t interested. A recent Ipsos Reid study shows that Canadians are becoming...
June 2010
If you're a marketer of consumer packaged goods, you must be wondering…what's more valuable to your brand? Your website or your Facebook status? Our...
February 2010
Historically, the focus on understanding healthcare choices through research with physicians and other healthcare professionals was a strong approach...
January 2010
No matter how you look at it, there’s really no denying that the US and global economies are having a very real impact on virtually all consumers....
January 2010
Spurred on by a heightened social consciousness and empowered by social media, the New Consumer’s newly shaped attitudes about self, community, the...
December 2009
For over 20 years, Ipsos Vantis has been testing the market potential of thousands of new products and services. Based on the world’s largest...
December 2009
How to Optimize Brand Strategy and Predict Share Growth
Building market share is one of the chief objectives for Marketers of consumer goods...
November 2009
Over the past several months, we’ve been introducing you to the ‘New Consumer’ – the new breed of consumer forged by the recession and today’s...
November 2009
Nowadays, there are more and more ways for Marketers to develop new consumer packaged goods ideas. Through the use of strategic brand studies,...
October 2009
We are heading into a crucial time for retail. From the time the school bell rings until the hour we ring in the New Year, it is a season for cash...
September 2009
Is there a glimmer of light on the horizon? Perhaps. There are certainly glimmers of optimism that the worst recession since the 1930s may be abating...
August 2009
A lot has changed on the retail front. The economy, the environment, the Internet…they aren’t just stealing headlines, they are also impacting bottom...
August 2009
Appropriately designed, implemented and analysed, qualitative is a strong diagnostic tool of ad concepts, one that can lead to better, healthier ads....
August 2009
The old-school model of creative development posited that consumers are good at reacting to ideas but not at helping to create them. It turns out...
August 2009
In last month’s article entitled Living In Turbulent Times – Canadians and the Recession, Ipsos presented a picture of a consumer in a pessimistic...
July 2009
In our view, Relevance, Expensiveness and Differentiation are superior concept screening measures because they are less sensitive to differences in...
July 2009
Each of us is acutely aware of the turbulent economic situation faced by much of the world’s population, Canadians included. The current economic...
May 2009
The war between national brands and private label brands is heating up. The market landscape is changing as the availability and quality of retailer...
May 2009
The world lives on the Internet. All around the globe, people have become familiar and comfortable with living and working online. From online...
May 2009
Marketers know first-hand how challenging it is to introduce successful new products–and the stakes involved when new products fail.
April 2009
The escalating cost of launching successful new brands in a competitive market creates greater pressure to leverage existing brands into new product...
April 2009
It is a commonly accepted belief that a successful package is one that is highly visible to the consumer and that readily conveys the brand’s...
March 2009
Continued innovation during a recession greatly increases a company’s chances of being successful when recovery begins, setting the stage for...
March 2009
So here we are. We're in a recession. Belts are tightening and budgets are getting trimmed. And if you operate in the travel and hospitality sector,...
March 2009
Households are constantly juggling their expenses, re-organizing their priorities. Aside from personal cash flow shifts, changes in the market...
March 2009
Financial services companies sit on a wealth of customer data, yet lag behind many other industries in their approach to segmenting and targeting...
February 2009
The digital revolution has overtaken the world in nearly every corner of technology and commerce. Yet for those traditional bastions of trend...
January 2009
How is the current feeling of economic uncertainty affecting your customers? Do different segments relate differently to the changes? Ipsos Reid’s...
November 2008
An Ipsos Marketing Point of View
How expensive consumers perceive your product to be – a measure we call “Expensiveness,” for lack of a better...
November 2008
As we head into the holiday season, how are Canadians using the Internet to make their purchases? And with an economic crisis rocking the entire...
October 2008
An Ipsos Marketing Point of View
Marketers know intuitively that the market into which they are introducing a new product has a direct impact on...
October 2008
Over the past 20 years, Ipsos Vantis has evaluated over 12,000 new product ideas across a wide variety of sectors…specifically: durable goods,...
September 2008
For some time now, consumer goods manufacturers have cast their eye on the U.S. Hispanic market because of its high volume potential and long-term...
August 2008
Over the past 20 years, Ipsos Vantis has evaluated over 12,000 new product ideas across a wide variety of sectors…specifically: durable goods,...
August 2008
What has changed in today's market that makes it hard to predict the success of new product launches? What makes forecasting niche and breakthrough...
June 2008
The environment? Of course we care! Topical—indeed almost omnipresent these days—it’s a given that Canadians are concerned about the state of the...
June 2008
Over the past 20 years, Ipsos Vantis has evaluated over 12,000 new product ideas across a wide variety of sectors…specifically: durable goods,...
February 2008
When it comes to the legality of Internet gambling, people apparently have the wrong idea. Two recent Ipsos Reid polls conducted online with...
November 2007
With a continuing focus on healthier lifestyles and choices, nutritional and dietary supplements are capturing consumer attention and pocketbooks. As...
October 2007
The mass market is dying, and with it, the old marketing paradigms. Fragmentation of the media, channel proliferation, and simultaneous media...
September 2007
There is increasing talk about collaborative health care teams – an idea that would bring together health care professionals such as doctors,...
June 2007
Two years ago, CanWest Mediaworks, the parent company of The Vancouver Sun, The Province and other prominent newspapers across Canada, came to Ipsos...
June 2007
Love is an emotion that transcends language and culture. But what about other emotions? If people have an emotional response to a brand, can it be...
May 2007
When launching new products and services, marketers need accurate, detailed assessments of their likely performance. Ipsos Vantis Senior Vice...
March 2007
Ethnic marketing has become one of the hottest trends of 2007, and Chinese and South Asian markets are particularly tantalizing.
Canadian...
February 2007
As much as branding research can offer invaluable insights about how to support products and services, it is not the only kind of research that can...
February 2007
The prospect of a consumer backlash against business intelligence (BI) activities would strike fear into the hearts of many Canadian companies....
November 2006
If many consumers can’t tell their ROM from their RAM or a CPU from a USB, how can computer and technology retailers communicate the benefits of...
October 2006
The headline says it all: Text Messaging and Email Dominate Wireless Internet Access. If you can’t read the headline, you might be still tethered to...
September 2006
Despite a seemingly sure-fire formula for success—Eddie Murphy in the starring role, City Slickers’ director Ron Underwood, and an estimated budget...
July 2006
The explosion in cell phone use over the past few years has been a source of concern more than inspiration to pollsters. Yet they overlook how a...
July 2006
An estimated 15 million Americans play online poker for money, but the number of new players has been declining after the boom in the online gambling...
June 2006
Worldwide online research revenue grew by 23% in 2005 — growth far from moderate, which cannot but reinforce the bright prospects specialists hold...
May 2006
In sluggish socioeconomic times, when consumers’ moods range from cynicism to chronic worry, luxury is a response to what sociologist Robert Ebguy...
April 2006
Email. It’s hard to imagine life in business without it. What is amazing is that this business tool barely existed just over a decade ago. I...
April 2006
For a moment, consider yourself once again… a teenager. You have convinced yourself, quite easily, that you desperately need one of those new...
April 2006
This is part 1 of a 2-part series. View part 2
A Wider View of Segmentation
Throughout the fifty-plus year history of market research, we have...
April 2006
This is part 2 of a 2-part series. View part 1
Constructing the Terrain
To bring the various issues, thoughts, and content elements together to...
December 2005
Ipsos is increasingly making use of a testing device we call “the realistic concept.” This is a concept that tells the whole story about the product,...
December 2005
Product testing plays an important role in both the innovation process for new products and the brand management of existing products. A great new...
September 2005
A staggering number of preventable and manageable serious disease states remain undiagnosed and untreated, although widespread access to physicians...
September 2005
As our world becomes more interconnected, global market research becomes increasingly important for manufacturers and service providers who want to...
September 2005
As online research continues to grow, central location testing is still a relevant and valuable means of data collection. In some cases, central...
June 2005
“We become not a melting pot but a beautiful mosaic. Different people, different beliefs, different yearnings, different hopes, different dreams.”...
June 2005
There are diminishing performance differences between products, and shortened time to market by competitors and fast moving consumer trends often...
March 2005
Life or longevity is the driving force of prescription drug research and development. The improved health outcomes provided by new drug therapies is...
March 2005
The art and science of pharmaceutical industry marketing has undergone profound changes over the past two decades, largely in response to patients...
March 2005
Would consumers buy toothpaste from a brand best known as a baking product? How about using a deodorant or kitty litter based on the very same...
March 2005
Creating product line extensions outside the parent brand’s core category can create innovative, successful new products and leverage brand equity—if...
March 2005
Despite consumers concentrating their household purchasing on a limited array of products, companies continue to launch new products as a way to...
December 2004
A recent article in Advertising Age highlighted that only 18% of mature packaged goods products can point to a positive short-term return on...
December 2004
Shopping for a new home printer, I found a shelf full of top quality printers at rock-bottom prices; I threw down the cash and ran out the door...
August 2004
One of the most difficult challenges a brand can face is continued growth. Of course, the easiest growth path is through the introduction of close...
August 2004
Total unduplicated reach and frequency (TURF) is one of the most popular analytical techniques employed to optimize product lines. Reach, the...
August 2004
Q. What is the most common pricing question you hear from clients?
A. We see a lot of different pricing questions. Each question is...
August 2004
Some researchers confuse cluster analysis with segmentation. Cluster analysis is a mathematical tool used to divide consumers into groups that are...
June 2004
As researchers in a rapidly changing environment, we are often faced with the challenge of assessing the potential for a product or technology that...
June 2004
The movement from offline to online data collection has grown rapidly over the last several years in both the U.S. and abroad, and continues to do...
June 2004
Since the U.S. Food and Drug Administration permitted branded promotional advertising to consumers in 1997, drug companies have deployed innovative...
June 2004
Manufacturers are forever blessed and burdened with the task of creating new products and enhancing existing products to suit their customers’...
April 2004
The Challenge
In developing new products and services, companies frequently have to choose from large sets of features or attributes. Deciding...
April 2004
The Challenge
With all the possible new product or line extension combinations, such as colors, flavors, package sizes, and scents, choosing the...
April 2004
Isn’t it frustrating when market research consultants predict that the volume for your new initiative will not hit your minimum business objective?...
April 2004
Samples sourced from true online panels offer significant research benefits over samples drawn from email lists or databases. Foremost is the ability...
February 2004
Best-in-class providers must delight customers, not simply satisfy them. The complication for a best-in-class retailer is that it must delight...
February 2004
Many introduced new packaged goods products are line extensions of existing brands. Line extensions use an existing brand name to introduce a new...
February 2004
Many multinational companies wish to test new product concepts in multiple countries around the world to determine appropriate product launch...
December 2003
Omnibuses provide the benefit of proprietary research at a shared cost—but the savings do not limit the value of the research. Deceived by the...
December 2003
Savvy companies are demanding market segmentation research as a key component of the strategic planning process. Industry leaders use market...
December 2003
Gone are the massive national sampling programs where twenty percent of households were targeted and tens of millions of samples were handed out....
December 2003
Technological advances have enabled businesses to collect vast amounts of data, and many companies have some form of loyalty program to attract...
October 2003
The current and anticipated growth in the Hispanic-American population and their estimated $580 billion in purchasing power have triggered a...
October 2003
Marketers often face a dilemma when it comes to testing new package design alternatives. Focus groups can yield valuable information on the "fit" of...
October 2003
Here today, gone tomorrow: most brands fail to sustain a competitive advantage. They may have offered a benefit over existing products that consumers...
October 2003
Every day hot new products enter the marketplace and existing products are improved to keep pace. Yet a surprising number of novel ideas fail to take...
August 2003
Serving today's increasingly sophisticated investor requires a solid comprehension of their financial goals. Merrill Lynch has strived for nearly two...
August 2003
Far more new product ideas are conceived than resources exist to introduce them. The great majority of ideas are unfit for introduction. According...
August 2003
What drives a customer to buy? If you think that a unique product will magically find its market, you can quash a great idea. If you know the factors...
August 2003
To maximize revenues, or to maximize profits: that is the question. Pricing research has the answer.
Pricing research has become an integral element...
August 2003
How can you grow your brand? Spend more? Change ad copy? Shift support from advertising to promotion? Reposition your brand to better differentiate...
June 2003
Consumers buy products to satisfy needs. These needs range from basic physiological ones (e.g., need for food) to higher psychological ones (e.g.,...
June 2003
In today's hyper-competitive marketplace for consumer packaged goods, new product introductions and line extensions are the lifeblood of continued...
June 2003
Intimidating terms to those not fully doused in the language of marketing research, conjoint and discrete choice modeling are nonetheless often and...
April 2003
Healthy brands are those which are profitable and which grow over time. A big brand that is declining or unprofitable is not healthy. At the same...
April 2003
Think more like consumers, ad industry
Far more new product ideas are conceived than resources exist to introduce them. The challenge for companies...
April 2003
Measuring Performance Beyond Purchase Intent Alone
It is common in early phase concept screening to rely on a handful of consumer interest...
April 2003
Are You Missing Out?
Increasingly, women’s spending power and influence in the marketplace has grown. Consequently, women have become more empowered...
April 2003
The art and science of marketing by the pharmaceutical industry has undergone profound change. While many other industries have re-assessed their...
February 2003
Don't leave it to guesswork
With all of the new products jostling for consumer mind share, how can you improve the chances of your new product...
February 2003
Linking marketing research and zip code data ‘truly amazing’
Location, location, location goes the old real estate mantra. Well, geography matters...
