Ipsos Indonesia

April 2022

ANDI SUKMA

Country SL Group Leader in Ipsos Indonesia

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MARKET RESEARCH APPLICATIONS

CONSUMERS
& BRANDS
AROUND
CUSTOMERS
75 & EMPLOYEES

study types CITIZENS

organised around
audience segments: DOCTORS
& PATIENTS

3 ‒ © Ipsos | Corporate presentation 2021

2020
 BRAND HEALTH TRACKING IPSOS MMA MARKET STRATEGY
o Brand activation tracking o Marketing mix modelling & UNDERSTANDING
o Brand equity measurement o Unified marketing measurement o Advisory services: Strategy3
& optimisation o Market structure
o Media & marketing testing o Brand positioning: Essentials tracker,
CREATIVE EXCELLENCE o Pricing analytics Censydiam framework, brand compass
o Creative Development o Shopper journey
o Creative Assessment o Simstore (virtual shelf technology
o Creative In-Market platform)
IPSOS UU – QUALITATIVE
RESEARCH
o Communities
CHANNEL PERFORMANCE o Online qualitative
o Channel sizing o Immersive research – ethnography,
o Mystery shopping immersions and empathy
o Mystery shopping Covid-19 solutions o Open exchanges
Customer Counting
CONSUMERS Labs
o

o Execution measurement
Curation
& BRANDS
o

o Consumer Panel
o Workshops
o Custom panel
INNOVATION OBSERVER
o Innovation and Forecasting USER EXPERIENCE o Adhoc data & delivery
o Product Testing o FastFacts
o Packaging Research o Online omnibus and DIY via
Ipsos.Digital
4 ‒ © Ipsos | Corporate presentation 2021
2020 o Sample Only
o Essentials DIY tracker via Ipsos.Digital
 EMPLOYEE RELATIONSHIP
MANAGEMENT
AUDIENCE MEASUREMENT CUSTOMER EXPERIENCE
o TV/video viewing o Customer experience
o Radio/audio/podcast listening o Voice of the customer
o Readership o Analytics
o Cross-platform audiences o Advisory
o Out-of-Home audience o Covid-19 solutions
o Advertising expenditure
o Digital audience
o Data Science for audience
measurement
o Global syndicated studies
o Population movement tracker
MEDIA DEVELOPMENT
AUTOMOTIVE AND MOBILITY
CUSTOMERS & o Audience insights
DEVELOPMENT EMPLOYEES o Content strategies
o Early stage o Platform access and optimization
o Concept and product success o Monetisation
o Market Launch o Attractor insights performance tracking
o Automotive User Experience tests
o Benchmarking and in-Market
5 ‒ © Ipsos | Corporate presentation 2021
2020
 DOCTORS
CITIZENS & PATIENTS
CORPORATE HEALTHCARE
REPUTATION o Custom research
o Syndicated services
PUBLIC AFFAIRS o Market access & Health Economics
and Outcomes Research (HEOR)
o Public policy improvement
o Advisory services
o International social research
o Centres of expertise
o Political & public opinion polling
o Real World Evidence
o Global Advisor
o Trends and syndicated studies

6 ‒ © Ipsos | Corporate presentation 2021

2020
 RESEARCH EVOLUTION
Background

Billions of dollars have been spent by researchers over the years in an effort to
uncover what the customer wants, the demand within markets, the perceptions
of businesses and their competition, and so on. Focus groups, ethnography,
surveys, and in-depth interviews are the methods by which this research has
traditionally been carried out, many of them requiring travel and face-to-face
interaction.

Over the past few years, and particularly in the last few months, however,
we’ve seen the evolution of data collection evolve into more comprehensive
insight programs. Single-perspective techniques are no longer enough.
Instead, businesses are now looking for tools that provide them with a holistic,
360-degree view of their customers’ experiences and opinions.

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A Brief History of Research Evolution
In the past 100 years, the market research industry has evolved significantly into an incredibly beneficial tool for
companies to use to enhance their business and marketing plan.

Daniel Starch developed Technology The Net Promoter Score Market research gets

2020
1920

1970

2000
a theory that advertising improvements in timing is invented faster and easier
had to be seen, read, and costs were
believed, remembered, introduced. Computer-
and most importantly, Aided Telephone
acted upon, in order to Interviewing (CATI)
be considered effective. systems made data entry
replacing paper surveys. 2010 - On-demand
consumer insight
1930 - Public polling gets becomes a reality
underway 1990 - Web analytics
become a part of the
mix.
1940 - Focus groups are
formed

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Conventional vs Technology Era
Conventional Research
❑ Shortfall between what people say they do, and
what they actually do
❑ Require more and more time to experience things
including the research method and area of the
survey
❑ Tough activity with low survey engagement, high
cost, and not representative target.
❑ The data is not always actionable and questionable
“How actionable are those insights?”.
❑ Unconscious biases
❑ The impression of homogeneity in a sample may
turn out to be fake
9 ‒ © Ipsos
Technology Based Era
❑ The Internet has had the greatest impact in this
period.
❑ Companies can frequently measure the pulse of
consumers and they can have a much more
informed, open, and iterative discussion with more
customers or a wider target audience.
❑ Market research agencies are pulling from a large
ecosystem of methodologies and tools to provide a
much broader target view.
❑ Integrated qualitative and quantitative approaches
allow understanding of individual and group level
samples — from DIY tools that provide the ability
to create surveys to support decision-making for
concepts and package design, to digital tracking
that has the ability to give you real-time insight into
online and mobile consumer behavior.
INTRODUCING
NEW ERA OF
DATA
COLLECTION
The Future of Market Research

© 2020 Ipsos. All rights reserved. Contains Ipsos' Confidential

and Proprietary information and may not be disclosed or
reproduced without the prior written consent of Ipsos.

10 ‒
 EYE-TRACKING

Eye-tracking is a technology that involves the observation and

measurement of eye positions and eye movement. It allows
for the tracking of the direction and duration of gaze at a
given point and the measurement of blinking patterns. In other
words, eye tracking can detect a user’s presence, visual
attention, and gaze duration.

Increase of less expensive, high-quality market research

findings
Extensive use across various fields, including security,
psychology, computer vision, medical diagnosis, and research
in marketing.
Allows for people with disabilities to better manage computers
and mobile devices, and thus perform a range of computer-
11 ‒ © Ipsos related tasks
EYE TRACKING OUTPUT
The main outputs which have value in a typical project are heatmaps and AOI stats. Heatmaps look
good and engage people but typically, it is the AOI stats which provide the most useful direction.

H E AT M A P S A O I S TAT S
Key output associated with eye tracking. Visual representation of what Areas of interest are pre-defined. In the example below, 5 discrete
people looked at and for how long. Can be presented as both an aspects of the packaging design are identified, H1 to H5. For each
aggregated static view and as a movie file showing fixations over time of these, 3 main diagnostics will be provided

Ipsos Name Definition

How long it took

Catching
respondents to fixate
Effect
on an AOI* (sec)
Total time spent in an
Time Spent
AOI (sec)
Number (or %) of
participants that
AOI Visitors experience at least
one fixation in a given
AOI

© Ipsos
 NEUROSCIENCE
Neuroscience is focused on the total understanding of
society, markets and people with science as a foundation

“ We are not thinking machines that feel, rather

we are feeling machines that think”

Neuroscience look at neurological and physiological correlates

to understand, predict and influence human cognition, emotion
and ultimately behavior

One of the popular and valuable methodologies for obtaining

insights into the decision-making process and strategies

Primarily based on the frontal alpha asymmetry and it can show

the relation to retention between commercials and elements
affecting preferences – EEG (Electroencephalography)
13 ‒ © Ipsos
 NEUROSCIENCE- Facial
Coding
Facial coding helps us understand participants’
unconscious reactions and emotions (engagement,
positive/ negative emotions) to (generally moving)
stimulus by using a webcam and advanced machine
learning.
“Helps identify and understand the true emotional
reaction to stimulus “
From it we can understand
Engagement:
Does the film engage viewers?
Valence
Direction of emotional response (positive/negative).
Individual emotions:
Happiness, confusion, disgust, scared, surprised

14 ‒ © Ipsos
The power of Neuro to understand consumer
& brand engagement in ad testing

25%

On cusp of making
Brief establishment of negative choice
FACIAL CODING: % Engagement
character Choice is made to
escape situation
Kenco’s role is
explained

ENGAGEMENT Situation/ danger is

20% introduced
WITH THE
EXECUTION

15%

10s 20s 30s 40s 50s

© Ipsos Facial Coding. Base: Total 126. (% ENGAGEMENT TRACE % OT

Engagement)
 Robust and sensitive
NEUROSCIENCE
measure of emotional
arousal (CLT, in-shop) BIOMETRICS

© 2017 Ipsos.
16
Skin Conductance Pre- and Post-Flower Receipt
Flower receipt elicited an increase in skin conductance.
And it continued to climb following flower receipt.

Skin
1,9
Conductance
1,8

1,7

1,6
Average Over
Shop
1,5 Pre-flower Period

1,4
-3 0 5
Minutes from receiving flower

Note: Skin conductance has been transformed to adjust for natural drift that occurs over time
© Ipsos
 SIM-STORE
Ipsos’ virtual shopping solution (physical store or
eCommerce) for shelf-based research which predicts
real behaviour.
“ Fast and Flexible: End-to-end, fast turnaround,
and easily adaptable to specific client needs “

Solutions currently available:

CATEGORY FUNDAMENTALS | Shopper
What are the shopper dynamics and decision tree for your
category?

RETAIL & E-TAIL OPTIMIZATION | Shopper

Measures the impact of different shelf lay-outs, prices, POS materials
and package designs.
PACK | Innovation
What is the impact of a new pack design?

INNOTEST | Innovation
How strong is the innovation in a competitive shopping
18 ‒ © Ipsos
environment?
Simstore: Winning with shoppers in a new reality
OVERVIEW
The pandemic has profoundly affected our lives and how we buy products:. HIGHLY REALISTIC ENVIRONMENTS DELIVERS TRUE BEHAVIOURAL RESPONSE
• Changing rituals and needs by forced confinement
• Supply and availability issues
• Re-evaluation of priorities and values
• Altered context of price
Economic reality driving frugality
Paying for safety and convenience
Trading up for simple rewards
• Increased adoption of eCommerce

APPROACH
Simstore is a digital platform and suite of research solutions that helps
brands and retailers to optimise online and bricks & mortar merchandising
and activations

Shelf View
BUSINESS QUESTIONS WE WILL ANSWER

▪ What are the category fundamentals of the new retail normal?

▪ How have shopper dynamics, segmentation and decision trees changed – in-store and online?

eComm View ▪ What is the impact of a new pack design?

▪ How strong are new innovations in a competitive shopping environment?

▪ What planogram and web layouts maximise category conversion and basket size?

© Ipsos
 SOCIAL MEDIA INTELLIGENCE
A social media intelligence platform which collects,
aggregates and displays social data in dashboards,
allowing brands to monitor their online presence and
understand their consumers and their conversations.

Solutions currently available:

DASHBOARDS | Social Listening Platform
Track real-time conversational data and a KPI framework for
multiple business questions.

PROFILER | Audience Insights Tool

Instantly build personas and enrich segmentations based on online
behaviour from over 15,000 digital variables.

BEAM | Social Media Command Center

Share real-time view of brands’ global and local reach in an
interactive interface.
API | Social Data API
Manage the 360-degree customer journey by connecting social
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media intelligence data to CRM, ERP, analytics tools.
COMPARISON BETWEEN ONLINE AND OFFLINE SURVEY

ONLINE SURVEY OFFLINE SURVEY

STRENGTH WEAKNESS STRENGTH WEAKNESS

Faster data collection time
Cost efficiency
Able to reach sensitive
questions
No need to worry on
PSBB/lockdown
No geographical boundaries
Cannot apply probability
sampling. Most of the case
apply purposive sampling
Shorter length of interview
(max ~25 minutes) → less
information coverage
Low engagement with
respondents
Limited sample
Can apply probability
sampling
More represent to market
High response rate
Longer length of interview
(up to 60 minutes) → more
information coverage
High engagement with
respondents which ensure
respondents really
understand the questions
Slower data collection time
compared to online survey
More cost component
(transportation, people, etc)
makes more costly than
online survey
Unable to reach sensitive
questions
Risk of PSBB/lockdown

© Ipsos
IPSOS' FULL
SUITE OF
DIGITAL
SOLUTIONS
 IPSOS.DIGITAL, IPSOS DIY TECHNOLOGY PLATFORM
Our value proposition

SPEED
Set up your research in minutes. Access the answers within 24 hours
(For incidence > 50% and sample < 500)

SIMPLICITY
Select your target, design your questionnaire, launch and get automatic
results. Expert assistance is available at any stage(s)

SECURITY
Benefit from the cost and time efficiencies of automation without
compromising on quality

SUBSTANCE
Design your own survey, or opt for specialized Ipsos solution 45 years of expertise
in global market research

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 YOUR QUANTITATIVE SURVEY POWERED BY IPSOS.DIGITAL
Innovative technology, research expertise and real, engaged respondents are essential to
the success of DIY and DIY assisted surveys
RESEARCH
EXPERTISE
▪ Platform developed with Ipsos MR specialists
▪ Access to Ipsos indicators, science and know-
how (Behaviour Science, Data Science,
Neuroscience)
▪ Expert assistance available at any stage(s),
tutorials...

WORLD CLASS
TECHNOLOGY HIGH QUALITY
▪ Simple and intuitive platform RESPONDENTTS
offering cost and time efficiencies,
results in 24hr ▪ Direct access to Ipsos respondents
▪ End-to-end service, from ▪ Global network of validated, engaged
questionnaire design to deliverables respondents
▪ Dashboard, many data exports, ▪ Over 30 years' online and panel
cross tabulation tool, chart builder to experience with exemplary quality
facilitate analysis and reporting … protocols
▪ More than 40 markets (at time of writing)

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 Online survey is the easiest and fastest way to build
and launch your own research, and to access the
highest/unparalleled quality data.
• Select your audience from a huge database of over 4.2 mio
predefined targets, or request one customised to your
specific target for accelerate your research
• Build your survey using our simple and intuitive
questionnaire builder for reduce your timeline
• Access your data in a user-friendly dashboard, with many
data exports, a chart builder and a cross-tabulation tool
available. With the best price

26 ‒ © Ipsos
 DESIGN
YOUR STUDY

Select your audience from a huge

database of over 4.2 mio predefined
targets, or request one customized to your
specific target for accelerate your research

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 BUILD YOUR SURVEY, PAY
AND LAUNCH

Build your survey using our simple and

intuitive questionnaire builder for reduce
your timeline

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 ACCESS DATA VIA
THE DASHBOARD

Access your data in a user-

friendly dashboard, with
many data exports, a chart
builder and a cross-tabulation
tool available. With the best
price

29 ‒ © Ipsos
 ACCESS DATA VIA THE
DASHBOARD

30 ‒ © Ipsos
GET YOUR RESULTS DIRECTLY
ON THE IPSOS.DIGITAL PLATFORM
Everything you need for smart and accurate
decision-making
31 ‒ © Ipsos
Ipsos solutions
Actionable automated deliverables
▪ Key performance indicators
▪ Full diagnostic and open-ended questions
▪ Optimisation guidance
Academic solutions
▪ Dashboard for quick data visualisation and ability to sort
indicators
▪ Exports in many formats, incl. native PPT, PDF, Excel (csv),
SPSS ® (sav)
▪ Crosstabulation tool to facilitate dive-diving the data
▪ Chart builder with extensive customisation options
 REAL
They are who they say they are:
• Double opt-In approach
• Name/ address validation
• Country validation via Geo-IP
• Anonymous proxy and five min.
email detection
• Detection of bots via Captcha code
• Detection of data anomalies and
patterns
• Many more industry-leading fraud
detection and data cleaning
processes in place …
NOT OVERUSED
They are not survey hunters
answering multiple surveys
regularly
• Strict panel usage rules to avoid
interviewing the same people too
often, and to prevent them from
getting used to a particular survey
type or product category
• Duplicate detection through digital
fingerprinting and web/flash cookies
UNIQUE
They can only join the Ipsos panel
once, or take a survey once
• Duplicate emails/ contact details
identification
• Duplication detection through
digital fingerprinting and web/flash
cookies
ENGAGED
They are thoughtful and engaged
• Survey-taking behaviour:
speeding, straight-lining, survey
satisfaction questions
• Panelists’ histories are monitored
across surveys and used to
identify (and remove) bad and
inactive respondents from the
panel

Data quality starts with sample quality. This is what Ipsos stands for.
Our quality procedures are of the highest calibre. Our dedicated Quality Assurance team is constantly innovating in this
area, to meet evolving challenges and raise the bar industry-wide

32 ‒ © Ipsos
THANK
YOU
https://www.ipsos.digital
ipsoscommunicationsid@ipsos.com