IPSOS Directory-May-2020

THE
DIRECTORY
The full collection of white papers and
reports from the Ipsos Knowledge Centre
May 2020
THE DIRECTORY All materials can be found on www.Ipsos.com.
The Ipsos Knowledge Centre brings together Ipsos’ latest research and thinking on a wide range of
topics. This interactive document allows you to access the key papers and reports directly.
See the research topic areas and other resources available in the chapters listed below.
1. CONSUMER & SHOPPER 5. FLAIR COLLECTION

In-depth country reports
2. MEDIA & ADVERTISING 6. GLOBAL ADVISOR

Our international survey research programme on key
issues facing the world
3. NEW METHODS & TECHNIQUES
7. IPSOS UPDATE
Our monthly round-up of the latest Ipsos research
4. SOCIETY & POLITICS 8. ENCYCLOPEDIA
Ipsos’ exclusive resource of 1,200+ market research terms
2 ‒ © Ipsos | The Directory

CONSUMER &
SHOPPER

CONSUMER & SHOPPER
THE EVOLUTION OF SHOPPER THE FORCES OF CUSTOMER

MYSTERY CALLING BEHAVIOUR EXPERIENCE
For most large, multichannel organisations, Shopper behaviour is evolving and making the This paper from Ipsos’ Customer Experience
the contact centre remains key to ensuring consumer’s path to purchase more complex. team presents a human-centric framework
that customers receive a great experience, as From cognitive shortcuts to disruptive e- that helps organisations drive stronger
consistently and efficiently as possible. This commerce models, this paper explains 5 key relationships through a better understanding
paper explores how a well-designed mystery factors behind these changes and what can of customers’ functional and relational needs.
calling programme can drive loyalty and be done to stay ahead.
profits.
READ WHITE PAPER READ WHITE PAPER READ WHITE PAPER

CONSUMER & SHOPPER
CORONAVIRUS FOCUS
CORONAVIRUS & BEHAVIOUR BRAND RITUALS IN A “LOW- BRAND GROWTH IN TIMES OF

CHANGE TOUCH” WORLD CRISIS
As many brands seem uncertain about how, Building on our understanding of how The challenging dynamics of COVID-19
or even if, they should respond, we take an consumer behaviour is changing as a result of means that the brand-building playbook could
early look at how brands can play an coronavirus, this paper looks at the formation fundamentally change. In this paper, we offer
enhanced roles in people’s lives at a time of routines and rituals as a way for brands to some early perspectives on how brands can
when people are out of their automatic become closely connected with customers orientate themselves today and in the post-
behavioural rhythms now and in the 'new normal'. crisis world.

CONSUMER & SHOPPER
UNPACKING SUBSCRIPTION
MYSTERY SHOPPING MODELS MIND THE GAP
It is the mission of all brands to put the The majority of people are aware of product What happens when there is a mismatch
customer first and deliver a superior subscription services, and are interested in between what a brand promises to its
experience relative to their competition. When them, but there are barriers to adoption for consumers and their actual experience? This
used effectively, mystery shopping research both box and replenishment models. This paper explores the promise-experience gap,
can be a powerful tool to help this. We set out paper looks at how to overcome these the benefits of aligning the two and the pitfalls
seven steps for a better mystery shopping barriers in order to put the business model a of over-promising.
programme. steady growth path.
See LATAM version.

CONSUMER & SHOPPER
HEALTH & WELLNESS IN THINKING OUTSIDE THE BOX,

BEYOND PRICE PROMOTIONS FINANCIAL SERVICES BAG AND WRAPPER
Price promotion strategies are becoming less As consumers are looking beyond the The Japanese consumer is less likely than the
effective for driving sales today, but many traditional markets to address their health and average citizen around the world to be willing
marketers continue to use point of sale wellness needs, there are opportunities for to take personal action on tackling packaging
activations that focus on price. In this white financial services companies to help people waste. However, this is not due to a cold
paper, we encourage marketers instead to improve their holistic well-being. This white indifference towards the issue, but a lack of
use behavioural science concepts to “nudge” paper looks at how financial wellness can be options.
consumers at the point of sale. delivered as a consumer need.

CONSUMER & SHOPPER
THE THIRD MOMENT OF CUSTOMER-CENTRICITY: WE SEE WITH OUR MIND, NOT

TRUTH FROM STANCE TO REALITY JUST WITH OUR EYES
Sustainable packaging is becoming a greater The customer has seized the power in their Looks matter when it comes to product and
concern to consumers: eight in ten people relationship with brands. In this way, packaging design, to capture attention and
globally feel we are heading for an customer-centricity is no longer just a pious differentiate from competitors. This paper
environmental disaster unless we change our view but a strategic stake. This short piece shows how, by understanding which visual
habits quickly. Brands who demonstrate sets out six simple principles that brands can features trigger certain responses, it is
leadership in packaging will be rewarded. follow in order to be more agile and truly possible to more purposefully create products
customer-centred. with compelling designs.
Also in Spanish.

CONSUMER & SHOPPER
THE BEHAVIOURAL SCIENCE BLACK FRIDAY: STILL THE CONNECTED HEALTH: A

OF CPG SUPERHERO OF THE ROADMAP TO SUCCESS
SHOPPER’S YEAR?
One of the most important developments Our new white paper reviews the history of Connected Health is now entering the
facing brands today is how digital technology the prominent global shopping event and sets mainstream. Wearable technology provided
is changing customer behaviour and decision- out the new challenges – such as the trend the breakthrough moment, but this paper
making. This paper introduces five trends that towards perpetual discounting across the presents other developments in this area as
underpin these developments to suggest how peak trading period – and how retailers can well as a forward-looking view of how
consumer packaged goods (CPG) brands can overcome them, as well as thoughts on the Connected Health technologies can transform
achieve growth in this reality. future of Black Friday. the traditional structures of healthcare.

CONSUMER & SHOPPER
MYSTERY SHOPPING IN THE CHANGING GEAR:

CHINA’S AFFLUENT AUTOMOTIVE MYSTERY
CONSUMERS LUXURY INDUSTRY
SHOPPING
The first of two briefing papers looks at the Customer experience is important in any A well-executed mystery shopping campaign
macro-forces in Chinese society shaping industry, but is arguably most evident in the can fuel a better experience for customers
consumer behaviour. The second focuses on high-end spectrum of the market where and employees alike. This paper studies its’
how to engage with these affluent shoppers affluent consumers spend billions of dollars, application to automotive manufacturers,
both home and broad, offline and online. pounds, euros, yuan or yen – year in, year importers and dealerships.
out. This paper shares techniques used by
top-end retailers and what the high street can
learn from them.

CONSUMER & SHOPPER
ARE YOUR CUSTOMERS THE SECRET TO UNLEASHING

WORKING TOO HARD? A DISRUPTIVE BRAND HEALING THE PAIN
Our research has found that over half of Being able to ride the waves of disruption is a This paper introduces the concept of ‘Smarter
customers believe they are working harder skill all brands must master. Based on Closed Loop Feedback’, explores the
than companies to fix problems following a experience across different sectors, we importance of responding well to bad
complaint or incident. This white paper outline how to handle disruption and survive in experiences and looks at how this can
outlines what companies need to do to a transforming market, arguing that it begins actually boost customer loyalty.
optimise the “customer to company effort with a company’s internal strategy to manage
ratio” and maximise loyalty. change.

CONSUMER & SHOPPER
SMARTER CLOSED-LOOP
FEEDBACK GET FAIR OR FAIL GETTING STICKY
Nearly two-thirds of customers say that This paper on fairness and business success Brand managers want emotionally attached
personal experience influences brand choice. discusses why it is crucial for organisations to customers. An emotional connection is a
And with 50% of customers dissatisfied with get the perceived balance of effort right. Using ‘higher level’ of relationship that equates to
issue resolution means customer experience research across industry sectors, it looks at more valuable customers who stay longer,
programmes must be optimised. how to judge which incidents are critical, spend more and recommend the brand to
which customers are expendable and identify others. This framework is informed by
the most suitable, cost-effective response or research in four major markets and three
intervention. large sectors.

CONSUMER & SHOPPER
PATH TO PURCHASE AS A
BUILDING STRONGER BRANDS PATH TO GROWTH FUTURE-PROOF YOUR BRAND
This paper sets out Ipsos’ view on what To help gain an understanding of today’s retail Disruptions are shaking up categories like
makes brands successful and how this can be opportunities, we need to define a clear never before. We present Ipsos’ 4-step ‘Brand
achieved based on how people make framework of the path to purchase. This paper Future-Proofing’ approach for brands so that
decisions, how they think about brands and sets out the right thinking and tools needed to they can see this environment as a growth
form relationships with them. leverage this strategy for growth. opportunity, rather than a threat.

MEDIA &
ADVERTISING

MEDIA & ADVERTISING
SPEED DATING WITH KEEPING THE SHOW ON THE BE BOLD, BE CREATIVE, DO

INNOVATIONS ROAD RESEARCH!
Marketers formerly strived to be good story- The coronavirus crisis has forced change Strong ideas are essential for advertisers to
tellers, but in today’s hyper-connected world, upon the world of audience measurement. But grab attention and grow powerful brands. This
the time-deprived consumer must be attracted this is not a time to stop measuring. Instead, requires making bolder creative choices.
and persuaded in a matter of seconds. This we should focus on investigating alternative, While this can turn a business around, it is
means marketers need to operate more like a virus-resistant methods that will allow us to also risky. Three examples of breakthrough
speed dater. This white paper sets out how continue to offer insights into how media campaigns illustrate how early communication
you can build an effective “pick-up line”. audiences are changing. research can help capture that creative spark.

MEDIA & ADVERTISING
SELLING CREATIVE ITS ABOUT TIME: MEASURING ON THE MOVE; OUT OF HOME
RESEARCH SHORT? MEDIA IMPACT ADVERTISING
Pre-launch creative evaluation tests are often Advertisers need to know who is exposed to Out of Home advertising has long been
considered to only be helpful to select and their campaign messages touchpoints to associated with men in boiler suits with
optimise ads with immediate sales objectives, make informed decisions about where to buckets of glue pasting up billboards in the
which can fuel short-term thinking and hamper invest their media budget. This paper shows middle of the night, digital has brought this
long-term brand success. This paper shows how time can be incorporated into audience medium into the modern day. It now requires
how, when used in the right way, it can also measurement to guide these choices. new forms of audience measurement to track
drive long-term business outcomes. pedestrian footfall and help ad placement.

MEDIA & ADVERTISING
LAST IMPRESSIONS ALSO ARE YOU USING SOCIAL DATA

COUNT MEDIA OPTIMIZATION OPTIMALLY?
We’re forever told of the importance of making The abundance of lower-cost media options Social media data is being recognised by
a good first impression, but, what about last today has changed the parameters of many marketers as a goldmine for consumer
impressions? This paper suggests that our media plans. But marketers must choose insights and is slowly becoming an intrinsic
memories can be governed more by how an media based on value and strength, not just part of consumer research. Focusing on the
experience ends than how it begins, and cost. This paper provides seven tips for Indian market, this paper provides an
explores what this means for ad design. optimising media planning to maximise value. overview of how we can optimise social media
data for marketers.

MEDIA & ADVERTISING
A DULL CATEGORY DOESN’T

VIEWABILITY MATTERS HAVE TO MEAN DULL ADS THE RISE OF FAKISM
The promise of online advertising was to In this thought piece, we unpick the challenge ‘Fakism’ is one of the disruptive creative
deliver more relevant, timely and targeted of how to develop creative ads in dull strategies advertisers have used to get more
communications for the mutual benefit of categories, sharing examples of successful attention, by playing on an underlying tension
consumers and advertisers. But it hasn’t ads that have beaten the dull category between truth and fiction. Its use – and
turned out like that – yet. This paper challenge and setting out a framework for misuse – by brands in advertising is
discusses the importance of viewability in success in transforming adversity into a investigated here.
advertising. creative opportunity.

MEDIA & ADVERTISING
THERE IS A BETTER WAY: “MOODVERTISING” DURING

DIGITAL MEASUREMENT AUDIENCE MEASUREMENT 5.0 THE WORLD CUP – 2 PARTS
Digital measurement comes under the Every four years the World Cup creates Every four years the World Cup creates
microscope in this paper, specifically in unparalleled global excitement. This article unparalleled global excitement. This article
relation to challenges facing clients today. It explores how the mood of the crowd can explores how the mood of the crowd can
moves beyond the claims of fast, good and influence the return on interest of an influence the return on interest of an
cheap digital measurement to discuss how it advertising campaign and provides advertising campaign and provides
is possible to build stronger brands. recommendations on the winning advertising recommendations on the winning advertising
strategy. strategy.

MEDIA & ADVERTISING
BREAKING THE STEREOTYPE CONFESSIONS OF THE ADMEN THE AGE OF THE ALGORITHM
This thought piece points out that while What is the best way to get the right amount This white paper investigates how data
stereotypes are a reality in society, nearly half of reach and the right precision? Some science techniques are being used in the
of women surveyed agree that TV marketers are seduced by the promise of media measurement world to provide clients
commercials show too many outdated gender micro-targeted precision through digital media with better quality information, while keeping
stereotypes. Advertisers need to seize this spend. Others go broad and target everyone. the burden on respondents to a minimum.
opportunity and portray the true roles they are What is the right balance for your brand?
playing today.

MEDIA & ADVERTISING
AD-BLOCKING PURGATORY TO MICRO-TARGET OR TARGET FEEDING THE MACHINES:

PROGRAMMATIC NIRVANA EVERYONE? PROGRAMMATIC BUYING
Programmatic buying has led to a revolution What is the best way to get the right amount “Programmatic” media buying can be defined
in advertising. These cloud-based platforms of reach but also the right precision? Some as the use of software programmes to buy
allowing the automated buying and selling of are seduced by the promise of micro-targeted advertising space. The software replicates
digital advertising have come with the promise precision through digital media spend. Others and automates what, in some media, can be a
of near nirvana; but at what cost? This paper go broad and target everyone. What is the lengthy manual process. We review the
outlines the path from ad-blocking purgatory right balance for brand? Frustrating though it landscape
to programmatic nirvana. may be – the answer is “it depends”.

MEDIA & ADVERTISING
DIAMONDS ARE NO LONGER BRAND PURPOSE: WHAT’S GETTING BRAND ASSETS

FOREVER THE POINT OF YOU? RIGHT
Emotion-based advertising can be highly Brand purpose has been one of the most hotly This paper presents an Ipsos approach that
effective, but only within a strong and debated marketing topics of the last ten years, can help clients to strengthen their brand by
consistent brand framework. This has to celebrated as a business model for growth prioritising a set of unique brand assets and
respond to how ideas and values change. For and debunked as cod strategy in equal reinforcing them through communication and
example, the concept of ‘forever’ appeals less measure. This paper focuses on the three packaging.
to Millennials whereas honesty, authenticity things that matter.
and truth are more important.

NEW METHODS
& TECHNIQUES

NEW METHODS & TECHNIQUES
A NEW WORLD: MOBILE FIRST SURVEY MULTI-SOURCE HEALTHCARE

TRANSITIONING ONLINE DESIGN DATA
The decision to move from offline to online There are 3.5 billion smartphone users in the The world of pharma business insight is likely
research should not be “if”, but when. Drawing world., and usership is expected to grow by to change as it embraces a multi-data source
on 20 years of Ipsos experience in several hundred million in the next few years. reality. We show how to integrate different
transitioning research online in different parts This affects how we conduct research. To be data sources – from wearables data to patient
of the world, our white paper tells us what to relevant today and future-proof for tomorrow, record forms – to build a fuller picture.
consider when moving research online. surveys must follow a mobile first approach.

IS YOUR INNOVATION
NAVIGATING THE ONLINE DECODING THE LEAD USER
RESEARCH ON ITS BEST
SAMPLE MARKET INNOVATION LANDSCAPE
BEHAVIOUR?
We give an overview of the online sample Innovation research shows that it is not the Fighting back at criticism of surveys, this white
market, things to watch out for, and outline producers but the consumers who are the real paper shows how, through smart design, they
how to ensure that the respondent sample pioneers. Businesses should place these ‘lead can – in fact – be used to measure
used to power research studies is accurate, fit users’ at the centre of product development. respondent behaviour and in this way predict
for purpose, and a reliable basis for producing This new research method offers a cheaper the success of product innovations.
quality data that influences decisions. and more efficient way of doing so, using
machine learning and expert validation.

HOW TECHNOLOGY CAN FUEL HIGH HOPES: TIPS FOR TEXT

FOR THE LOVE OF MONEY?
BEHAVIOURAL RESEARCH ANALYTICS
Managing effective online communities for With disruption creating fast-changing Text analytics is now an established
research insights requires moving past the consumer behaviours and attitudes, it is component of many market research
transactional relationships of pay-for- essential for Usage and Attitude Surveys programmes. However, as its popularity has
participation methods. This paper evaluates (U&A) to evolve as well. This paper outlines increased, so have expectations of what it can
the levels of engagement and quality of how technology is creating three “new rules of deliver. Here are five rules to follow to ensure
responses depending on what motivates the road”. more success in using text analytics tools.
participants to get involved.

VIRTUAL REALITY: HYPE OR HUMAN CURATION IN AN AI INNOVATING IN CHALLENGING

THE FUTURE? WORLD TIMES
Virtual Reality (VR) technology has been The unique qualities of human curation are Continuing to research during a crisis allows
around for at least a decade, and you could essential in an age of ‘infobesity’. This paper businesses to better predict and prepare for
say it’s now more sci-fact than sci-fi. However, presents Ipsos’ view on how to combine what to do next. We find that consumers tend
it hasn’t yet hit mass adoption; so where are human and AI techniques for better insights to be more open to new ideas/products when
we at now and where is it heading? and business impact. their normal routines have been interrupted.
READ WHITE PAPER READ WHITE PAPER READ WHITE PAPER SEE ISSUE 2

FOUR WAYS AGILE RESEARCH ETHNOGRAPHY: AN SLOWING DOWN TO BE

WILL EVOLVE TO DRIVE UNFILTERED VIEW OF REALITY FASTER
INNOVATION
An exploration of what the research method of Looking at views from industry leaders and
In today’s hyper-accelerated world, virtually
every business, every marketer and every
ethnography entails, i.e. switching from Ipsos’ own insights, this paper explores the
situation-focused to participant-lead, as well relative value of speed and time vs creativity
researcher wants to be “agile”. This paper
as how it can be used to investigate cultural and innovation. It argues that it is paramount
shows how a seismic change in innovation
practices, consumer behaviour and social to invest time at the start of the development
research offers promise.
norms. process instead for better business results.

WHEN DIFFERENCE DOESN’T SURVEYS IN AN AGE OF A SHARPER VISION OF YOUR

MEAN DIFFERENT BEHAVIOURAL SCIENCE BRAND AND CATEGORY
We present approaches for organisations to Behavioural Science is the subject of a huge This thought piece presents case studies on
tackle cultural response bias, so they can amount of discussion and activity within the how to use social media data to quickly,
continue to benefit from global studies and research industry. We discuss the questions efficiently, and accurately identify consumers’
gather reliable, efficient and effective results it raises about how to best understand human mental associations relevant to brands. This
to advance their Customer Experience behaviour, such as the need to ask questions dynamic source can be used to build market
strategies. and the value of self-reporting. structure maps, helping with brand
positioning.

INCREMENTAL VS. MONUMENTAL AN EFFICIENT ALTERNATIVE PROMISING BREAKTHROUGH

DECISION-MAKING TO CONCEPT OPTIMIZATION INNOVATIONS
In this white paper, we describe an alternative You’ve narrowed down the best insights, Breakthrough innovations can yield more than
“incremental” approach to decision-making benefits, and reasons to believe in your double the returns of other innovations, so are
that’s in tune with the pace of business in concept. Now, this paper will help you to critical to future success. This paper looks at
today’s rapidly changing world. determine how these elements will yield the how to avoid making the wrong choices and
greatest consumer appeal. missing out on this potential.

SOCIETY &
POLITICS

SOCIETY & POLITICS
THE ILLUSION OF STABILITY: WHO OWNS THE

THE FUTURE OF MOBILITY WHAT WORRIES THE WORLD ENVIRONMENT?
We explore the latest consumer thinking in 10 Ipsos' What Worries the World survey has With widespread increased concern about
different markets around the three main been running for over 100 months and has environmental issues and low levels of trust in
mobility trends: electric vehicles, autonomous found that, during this time, the top social and the political establishment globally, is there
vehicles and shared mobility, their impact on political concerns of citizens around the world fertile ground for a new era of Green politics?
the automotive industry, and what this means have remained fairly stable. This paper This white paper on how the national Green
for the future of transport. reviews the key survey findings and discovers parties are faring in 8 countries shows that
the trends beneath this 'illusion of stability'. this depends on where you look.
See other papers on the future of mobility.

SOCIETY & POLITICS
HOW THE ASIAN MOTHER IS IN MEDIA WE TRUST? SUPER-AGEING JAPAN

CHANGING
A paper on “super-ageing” Japan looks at the
The Asian mother is willing to part with As chants of “fake news” ring out around the
dynamics of population change in the country.
traditions. Our Mothering Excellence study world, this paper asks: is there really a crisis
It includes a focus on the generation who are
explores mothering strategies through the of trust in the media? It finds that this trust
squeezed in the middle between caring for
lens of core human motivations in 11 key issue is mainly focused on digital platforms,
children and older relatives, in an increasingly
countries in Asia, revealing ways through and there is great variation in opinions
insecure work environment.
which it is possible to connect with this between emerging and established markets.
demographic.

SOCIETY & POLITICS
AFRICAN LIONS: AFRICA’S A SINGAPORE PERSPECTIVE

RISING MIDDLE CLASS ON PLASTICS VACATIONS IN JAPAN
The African middle class are thriving, and with In Singapore and around the world, new Our global survey finds that the typical
that brings new opportunities. But who exactly expectations and behaviours around Japanese employee is least likely to use their
are the African middle class? And how can we sustainable packaging are creating a new holiday allowance. But understanding the
understand more about them? We look at the commercial imperative. This paper presents cultural context reveals that the hesitance to
continent’s consumer landscape, including the story on plastic packaging and waste in take holiday is not necessarily a reflection of a
household finances, shopping, nutrition, brand Singapore and opportunities for brands to comparatively more workaholic mindset of the
relationships and media usage. drive change. Japanese employee.

SOCIETY & POLITICS
UNMASKING THE NAIJA AI, AUTOMATION AND

LIFESTYLE COGNITIVE BATTLEFIELD CORPORATE REPUTATION
This briefing paper provides an immersion into Our attitudes and opinions are undoubtedly With AI and automation becoming an option
life in Nigeria, based on research findings influenced by the information we are exposed for many businesses, this paper asks what the
from the local Ipsos team and told through the to. In the first paper of the series, we present social impact and reputational impacts will be,
eyes of three typical Nigerians. It reveals a framework for understanding how this works presenting views from both the public and
consumer habits, cultural insights and a and the second includes a case study for policy-makers.
picture of the current economic conditions. crafting persuasive messages, looking at
American citizens’ views of the economy.

SOCIETY & POLITICS
CORPORATE REPUTATION: THE CYBERCRIME THREAT TO REPUTATION, RESILIENCY AND

KEY QUESTIONS ANSWERED CORPORATE REPUTATION RESULTS
If you are building trust, you are building With a number of high profile attacks bringing This white paper unpicks the characteristics of
reputation. This is intuitively the ideal for cybercrime to the forefront of corporate minds, the world’s most trusted - and reputable -
which companies aim, and is the foundation of this while paper investigates the threat to companies. It finds that the ability to combine
Ipsos’ approach to reputation. This paper company reputation, looking specifically at strong business performance with a social
looks at 12 key questions that will help findings from UK businesses. conscience is something that is shared by
businesses to unlock the value of reputation. companies in the “top tier” of trust.

SOCIETY & POLITICS
UNDERSTANDING SOCIETY
PROJECT UNDERSTANDING:
A WOMAN’S WORLD GLOBAL REFUGEE CRISIS TOMORROW’S BUSINESS
In the spirit of truly understanding the realities Project Understanding is a special edition of Looking at the transformed political, cultural
of women’s lives, our Understanding Society our Understanding Society publications on the and economic landscape of Britain after it
publication on gender equality highlights the global refugee crises around the world. The votes to leave the European Union, this
diverse experiences of women across the research seeks to drive the public debate edition of Understanding Society sheds light
globe – ranging from those who have been about refugees out of a stalemate and on the themes of productivity, skills,
displaced because of conflict to those at the discover the keys to unlock public hearts and new technologies, and trade.
very top of business and public life. minds on refugee issues.
READ THE REPORT READ THE REPORT READ THE REPORT

SOCIETY & POLITICS
UNDERSTANDING SOCIETY
PUTTING PEOPLE IN THE

BEYOND POPULISM A HEALTHY UNDERSTANDING PICTURE
This edition brings together a wide range of This international edition of Understanding As sustainable development becomes ever
influential voices and the latest ideas that are Society draws together Ipsos research across more embedded in government and business,
shaping the public and political debate on 30 country to explore the state of health both the world of research has increasingly shifted
populism. It questions whether it is a global nationally and internationally, covering a its thinking to economic and environmental
phenomenon.and explores the local contexts range of health issues. impacts.
in different locations around the world.

SOCIETY & POLITICS
THE FUTURE OF MOBILITY: THE FUTURE OF MOBILITY: THE FUTURE OF MOBILITY:

DRIVERLESS CARS ELECTRIFICATION SHARED MOBILITY
At a time when technology has the potential to Electric vehicles have been around for many The third paper in our Future of Mobility
change the way we travel, this new white years but are attracting more and more series, looks at the rise and development of
paper reveals global consumer attitudes consumers due to environmental concerns car-sharing and ride-sharing. A raft of new
towards the prospect of fully automated cars. and the rise of fuel prices. This paper mobility services have become a part of day-
As well as the technological advances of analyses the results of interviews with more to-day for many and form the modern
‘disruptive driving’, it shows attitudes by than 130,000 from consumers around the alternatives to traditional public transport or
region and age group as well as their world on the electrification of mobility. taxis and cars.
concerns about the future.

FLAIR
The Ipsos Flair collection presents in-depth

reports provide detailed analysis on society,
markets and people these countries.

FLAIR
BRAZIL 2020: WATERCOLOUR RUSSIA 2020: IN SEARCH OF SOUTH KOREA 2020:

OR MOSAIC SUSTAINABILITY CUSTOMIZED & CONNECTED
As Brazil grapples with a series of crises, this Sustainability is the theme of this year’s Ipsos South Korea has been dubbed the “miracle of
edition of Ipsos Flair finds that political Flair report from Russia. It focuses on how the Han river” after its unprecedented
polarization, rising conservatism and high changing attitudes towards sustainability are economic growth. It is known for technology,
social media usage are among the main impacting life in the country, affecting beauty and culture, but this Flair report
forces shaping Brazilian society today. consumer and corporate behaviour and presents the key trends in society today, from
driving innovations. an environmental awareness to healthy
See the full report in Portuguese. ageing and pioneering the sharing economy.
Read the 10 key points. See the full report in Russian.

FLAIR
INDONESIA 2019: NOW OR IVORY COAST 2019: ARE WE ITALY 2019: COMMUNITARIAN
NEVER ONE? AND COSMOPOLITAN
The second edition of Indonesia Flair presents The first edition of Flair on an African nation The theme of the 2019 edition of Flair on Italy
a dynamic and thriving nation with a strong looks at Ivory Coast. We analyse the is the communitarian and cosmopolitan
sense of entrepreneurialism. Indonesia is economy, consumer trends and changes in divides of society, following the political and
growing in international importance but society, including gender inequality and the economic upheavals of the previous year.
remains surprisingly absent from tension between young people and tradition.
conversations abroad.
Read the 10 key points.

FLAIR
RUSSIA 2019: THE TIME OF BRAZIL 2019: THE SOUND AND INDIA 2018: ASPIRATION TO
ADJUSTMENTS THE NOISE ACTION
The first edition of Flair Russia provides an in- Our fifth edition of Flair Brazil comes as the Written with the view that in 2018, the Indian
depth guide to what many consider a country elects a new authoritarian leader. It economy would be the fifth largest globally,
mysterious country. The report shows that it is explores the sound and noise of diverse and Flair India captures the latest trends,
all about Russia’s people; their aspirations, conflictual voices from a shifting society. opportunities and thinking in the country.
expectations, and their everyday life.

FLAIR
FRANCE 2018: SIMMER, INDONESIA 2018: DEALING THAILAND 2017: BEYOND THE
SHUDDER OR QUIVER? WITH OPPOSITES CONCERNS
Flair France 2018 sees three possible Flair Indonesia 2018 reveals a paradox in Flair Thailand 2017: “Beyond the concerns”,
scenarios for the country in the coming year: society, where the four richest men in offers a unique perspective on the mood of
anger at undelivered promises, shock at how Indonesia are richer than the 100 million the nation in a crucial year for the Thai
fast the world is changing or joy at the notion poorest people. economy which has suffered from weak
of future progress. growth.
See the 10 key points.

FLAIR
PERU 2017: FROM MEXICO 2016: A YEAR OF

COLUMBIA 2017: REVIVING INFORMALITY TO MODERNITY SCRUTINY AND CHANGE
“Reviving” is the word of the year for Flair Flair Peru 2017: "From informality to There’s one thing we can say for sure. When
Colombia 2017, and in all Colombians’ hopes modernity” explores the Peruvian individual as it comes to Mexico, whenever things seem to
and dreams. The report sees that despite consumer, citizen, spectator and employee be reaching a breaking point, the country and
28% of the Colombian population living in with the aim of overturning stereotypes and its people find ways to stave off the bad and
poverty, conditions are conducive to progress. thinking in an innovative way. cultivate the good.

GLOBAL
ADVISOR
Survey results on current themes from our
monthly online interviews in 20+ countries
around the world.

Find more Global Advisor reports
GLOBAL ADVISOR on a range of topics at Ipsos.com
GLOBAL HAPPINESS STUDY THE FUTURE OF AGEING EARTH DAY 2020
Two thirds of adults (64%) globally across 28 Views from 30 countries on different aspects We ask people in 14 countries about the
countries consider themselves to be happy, of ageing, including levels of optimism or environmental issues that concern them the
fewer than in previous years. The survey also pessimism towards growing older and how most, what they do to tackle them, and
finds out which things make people the most people are preparing for later life. preferred policy options.
happy.
SEE REPORT SEE REPORT SEE REPORT

Find more Global Advisor reports
GLOBAL ADVISOR on a range of topics at Ipsos.com
GLOBAL CONSUMER
END OF THE WAR SURVEY WHAT WORRIES THE WORLD CONFIDENCE
A 28-country survey to mark the 75th Ipsos’ What Worries the World survey The Consumer Confidence Index reflects
anniversary of the end of World War II, looking presents a global view of what the public consumer attitudes in 24 countries on the
at public opinion globally. consider to be the top social and political current and future state of their local
issues facing their country today, putting this economy, their personal finance, savings and
question to citizens in 28 countries. confidence to make l investments
SEE REPORT SEE LATEST SURVEY SEE LATEST SURVEY

IPSOS UPDATE
Our monthly round-up of the latest research and

thinking from Ipsos around the world

IPSOS UPDATE
MAY 2020
This edition of Ipsos Update includes recent
white papers and reports on:
Coronavirus
Climate change
Corporate reputation
Designing surveys for mobile
Media consumption habits.
DOWNLOAD IPSOS UPDATE – MAY 2020
SEE PREVIOUS EDITIONS SPANISH TRANSLATIONS

OF IPSOS UPDATE AVAILABLE EACH MONTH

ENCYCLOPEDIA
The Ipsos Encyclopedia is our unique glossary of

market research terms.

Contact: IKC@Ipsos.com for information on
ENCYLOPEDIA - EXTRACTS Encyclopedia definitions
Brand Value Creator (BVC) is Ipsos’ holistic Ethnography is a qualitative research method Market Research Online Communities
measurement system that measures brand derived from the fieldwork practices of (MROCs) are a widely adopted research tool
equity in a competitive context, with two anthropology. It is often characterised by its used for a variety of online qualitative and
dimensions; people’s attitude to brands or emphasis on spending extended periods of quantitative research engagements. Typically,
how they feel towards brands and situational time with people or groups of people to a defined audience is recruited into an online
influences, the in-market elements that shape generate/create a holistic picture of cultural space and engaged for a specified duration of
behavior - what people really do at the point practices. time – anywhere from days to weeks to
or moment of purchase. months or years – depending on the research
objectives and needs of the client.
READ DEFINITION READ DEFINITION READ DEFINITION

CONTACT
This document is produced by the Ipsos Knowledge

Centre for the use of colleagues and our clients.
Email us
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THANK
YOU

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THE

1. CONSUMER & SHOPPER 5. FLAIR COLLECTION

2. MEDIA & ADVERTISING 6. GLOBAL ADVISOR

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THE EVOLUTION OF SHOPPER THE FORCES OF CUSTOMER

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CORONAVIRUS & BEHAVIOUR BRAND RITUALS IN A “LOW- BRAND GROWTH IN TIMES OF

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5 ‒ © Ipsos | The Directory

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HEALTH & WELLNESS IN THINKING OUTSIDE THE BOX,

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THE THIRD MOMENT OF CUSTOMER-CENTRICITY: WE SEE WITH OUR MIND, NOT

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THE BEHAVIOURAL SCIENCE BLACK FRIDAY: STILL THE CONNECTED HEALTH: A

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MYSTERY SHOPPING IN THE CHANGING GEAR:

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ARE YOUR CUSTOMERS THE SECRET TO UNLEASHING

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SPEED DATING WITH KEEPING THE SHOW ON THE BE BOLD, BE CREATIVE, DO

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LAST IMPRESSIONS ALSO ARE YOU USING SOCIAL DATA

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A DULL CATEGORY DOESN’T

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THERE IS A BETTER WAY: “MOODVERTISING” DURING

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AD-BLOCKING PURGATORY TO MICRO-TARGET OR TARGET FEEDING THE MACHINES:

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DIAMONDS ARE NO LONGER BRAND PURPOSE: WHAT’S GETTING BRAND ASSETS

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A NEW WORLD: MOBILE FIRST SURVEY MULTI-SOURCE HEALTHCARE

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HOW TECHNOLOGY CAN FUEL HIGH HOPES: TIPS FOR TEXT

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