We are all familiar with the empirical tools used to evaluate concepts, optimize the words and phrases, and forecast sales. But these fail to examine it from a real life perspective: what do consumers want from the concept or, more specifically, what is the best combination of elements to include in a concept? Read this paper for exciting details about an alternative optimization solution that doesn’t favor close-in ideas and actually rewards uniqueness.
In real life, are you ready to move from monumental decisions to increamental decisions?
Brands exist in a constantly changing world and, at the same time, human behaviour is undergoing a revolution – which makes it challenging to manage a brand. In the end, in order for brands to grow they need to attract more people, more easily and more often. Yet, how can you ensure that more people will buy your brand more often and more easily?
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Research has shown now that implicit perceptions can be very different from explicit perceptions and that both types can have an impact on behavior.
“The truth is rarely pure and never simple,” Oscar Wilde famously pointed out.
In the audience measurement business a less famous British commentator, Rodney Harris, noted in the 1980s that:
“Media research is not designed to find out the truth. It is a treaty between interested parties.”
Certainly, if by truth we mean perfection, then audience measurement falls down. There are no perfect audience numbers; all are estimates. Short of interviewing everybody in the population and achieving error-free recall or tracking of behaviour, all measurement systems are imperfect.
So we employ statistical techniques to help us. Four stand out: sample weighting, ascription, data fusion and modelling.
All countries generally underestimated the proportion of overweight or obese population in their country. Saudi Arabia most significantly underestimated it with the average guess of 28 when the actual figure was 71. Korea’s average guess appeared to be 32 which was equivalent to the actual figure.
What percentage of the population do you think are immigrants in your country?
The country with the highest average estimation was Argentina with 30% while the actual figure was shown to be 5. Korea’s average guess was 11 while the actual figure indicated 3.
The survey was conducted on 25,556 people across 33 countries via the Ipsos Online Panel system from October 1st ~ 16th, 2015 to gauge how accurate people are about key issues and features of the population in their country.
Publishers are good at creating printed newspapers. They’re not quite so successful online. Should their digital focus be at the expense of what they do well? Read the latest blog by Andrew Green, Global Head of Audience at Ipsos Connect.