Journey Research

Right Message, Right Place, Right Time

Journey Research is an exciting new product from Ipsos that allows you to better understand a consumer’s path to a purchase, belief and/or new behavior.

Our approach puts the consumer at the center of the process to understand their journeys from their point of view, rather than trying to fit them to some pre-conceived model.

In doing so, we help advertisers and agencies to identify which messages delivered through which media channels and at which times will have the strongest impact for a brand. For media owners, Journey Research is very powerful in demonstrating the role of their properties in shaping consumer decision-making in any given category.

A flexible and immersive approach

Journey Research is comprised of five interchangeable modules. Each of these modules is designed for a specific task within the overall Journey study; ultimately with the aim of helping you to reframe your future communication strategies.

You don’t need to use every module in every study. Often we use only two or three and the exact mix is chosen to match your needs and the amount of information you already have available to you.

Frame the relevant path to be studied and define the business application using stakeholder work sessions, social media analysis and a thorough evaluation of existing research.
Map the ecosystem dynamics and strategic implications along the path. This is achieved through qualitative and ethnographic research, often enhanced with further, deeper social media analysis and stakeholder workshops.
Project to the wider population and prioritize the relevant connection opportunities through quantitative research and advanced analytics.
Optimize potential solutions via planning and simulations tools.
Navigate by working through the strategic implications and providing routes to brand solutions.

Insights for a wide range of business applications

Journey Research has multiple applications for advertisers, agencies and media owners:

Holistic Marcomm Foundation: Journey Research provides a foundation from which to plan marketing communications that engage people via the right message, the right touchpoint and at the right time.

Marcomm in a Digital World: Journey Research provides an understanding of how to be more efficient with digital, social and mobile strategies so brands can connect with their audience through a cohesive and consistent approach.

Media Planning and Channel Receptivity: Journey Research uncovers the data needed to re-align how you plan, create and deploy media/touchpoints within a cross-platform environment and in a more engaging manner.

Media Property Relevance: Journey Research determines the influence of a media property and its role in a consumer’s decision-making process, to demonstrate its value to advertisers.

Providing understanding that adds real value

A unique aspect of Journey Research is the multi-skilled team that works on each study. This cross-functional team of brand, research and design strategists comes together to map key elements of decision-making...

Think. Feel. Do: We illustrate how people make decisions on a functional and emotional level.

Mindset. Needs. Triggers: We uncover the needs, motivations and disruptions that influence the path to a decision.

People. Channels. Experiences. We detail the dynamics of the ecosystem in which these decisions are made.

Stages: We map the consumer view of the sequence of events along the path.