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Point of View

Get the Ipsos Point of View on your research challenges. We share our experience, learnings, methodologies, and perspectives on five research specialties: advertising, loyalty, marketing, media, and public affairs research.


An Efficient Alternative to Concept Optimization

We are all familiar with the empirical tools used to evaluate concepts, optimize the words and phrases, and forecast sales. But these fail to examine...     


The Most Influential Brands in Canada

Some have it; some don’t. The question is, which brands in Canada enjoy the kind of influence where consumers identify so highly with them, we...     


Digital Innovation in Banking: Outsource and Let the Tech Pros Take the Reins

Today’s banks are feeling the squeeze from Silicon Valley’s fast-moving Financial Technology pioneers. Whether it’s investing directly, staging...     


Incremental versus Monumental Decision-Making

In this paper, we use real-life case studies to illustrate how the need for speed and action are significantly impacting marketing and market...