IPSOS_HIGHLIGHTS_2017

Ipsos Marketing

Ipsos Marketing specialises in addressing issues related to innovation, understanding markets, brands and purchasing processes. Ipsos Marketing is active in several areas: market analysis, innovation and forecasting, product and pack testing and shopper research. Ipsos Marketing also offers targeted expertise: qualitative research, analytics, health and pharmaceutical, retail and lastly advisory services.

Screening pack designs faster using mobile A major soft drinks manufacturer needs to test many pack designs and select the best option in a short timeframe. Inspired by apps like Tinder, Ipsos’ solution uses the principles of behavioural sciences in a survey conducted on mobile to better take into account consumer purchasing decisions. A shelf space test is then performed, after which the client launches the new packaging on the market. Using Ethnography to explore consumer behaviours A leading petcare manufacturer wants to understand how consumers purchase processed petfood. Ipsos leverages its Ethnography Centre of Excellence to conduct a study in several emerging markets which includes interviews and films with families living in each market (Brazil, Mexico, Argentina, Russia, China and Indonesia) as well as web listening and interviewee kept consumption diaries on mobile.

Recording a video of consumers’ reactions during product testing

A beverage manufacturer wants to evaluate new product formulas in the South African market and find the best alternative out of three prototypes. Ipsos conducts a blind taste test with video recordings of the consumers’ reactions and spontaneous comments. Those videos are then analyzed in partnership with Big Sofa (Ipsos owns 20% of Big Sofa since March 2018) and showcased during the presentation of results. The study identifies a winning prototype to replace the current formula but also to better connect with its consumers. Our client, a key player in the beauty care market, decides to change the packs of one of their main range of products, using a disruptive design. As only a few mock-ups are available, and not for all new designs, Ipsos proposes to use virtual reality to create an immersive shopper experience. A shelf scenario in store is recreated with both real and digital models. In addition, Ipsos includes Eye Tracking to analyse the visual attention of shoppers. Using virtual reality glasses is key to the success of this study; it allowss both accurate data and clear shopper insights to the client to guide its pack strategy. Getting closer to the shopper experience with Virtual Reality

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Ipsos - Highlights 2017