IPSOS_HIGHLIGHTS_2017

Ipsos Connect

Ipsos Connect specializes in addressing audience measurement issues and helping brands communicate effectively. Ipsos Connect has 4 main areas of expertise: audience measurement and understanding, communications testing, digital format testing, brand and communications performance and effectiveness.

Assessing several creative routes for a new advertising campaign in 24 hours An international brand of ice cream urgently needs to validate the potential of two creative routes and identify the most promising one. The solution proposed by Ipsos measures the key indicators of advertising effectiveness in a quantitative sample in 24H. Ipsos identifies the most promising route and provides recommendations to boost the potential of the advertising to generate attention and brand desire. Ipsos then assesses the positive impact on the brand thanks to its in- market tracking solution. Deciphering the emotions spontaneously expressed on the face of consumers to improve advertising effectiveness An international restaurant chain wants to enhance the effectiveness of its communications and in particular improve the emotional impact of TV commercials. Thanks to the Facial Coding technology, Ipsos measures the emotions felt by consumers when they are exposed to an advertisement. It has the advantage of measuring, second by second, six spontaneous emotional reactions expressed unconsciously. It decodes positive emotions like joy, surprise and negative emotions like disgust, confusion, without rationalization on the part of consumers. Equipped with this understanding of emotions and with advertising effectiveness key indicators, Ipsos teams accurately identify the scenes, dialogues, visual effects and audio to be activated at key moments in the TV commercial.

Identifying the most efficient digital format An American snacks brand has developed a video and wishes to identify the best format of diffusion in a realistic digital environment. Ipsos’ solution tests the ad in 3 different options, namely a video that cannot be ignored, a video that cannot be ignored, or a video that appears in the consumer’s navigation page. Ipsos identifies the option “a video that can be ignored” as the one allowing the best visibility and delivering a meaningful brand impact and desire. Combining brand tracking, free expression of the consumer and social media conversations, through data science An international player in the spirits sector wants to assess the perception of its brands by consumers in all its markets. Ipsos implements a device agnostic brand tracking (available on smartphone, tablet or computer) based on the collection of verbatims and photos expressing associations of consumers to brands. In parallel, Ipsos also monitors conversations on social media to provide a holistic diagnosis of categories, moments of consumption, trends and brand image. The use of algorithms based on the latest advances in artificial intelligence allows to reveal the meaning of all the collected verbatim and propose concrete actions to strengthen the brands and feed their communication.

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Ipsos - Highlights 2017