What Worries the World?

The everyday concerns of the global population are the focus of one of Ipsos’ flagship global surveys. Each month we ask an online sample of over 18,000 citizens in more than 25 countries1 about the key issues they believe are facing their country, asking them to pick up to three from a diverse array of topics, ranging from unemployment to access to credit.

Applied Behavioral Science, The Sequel

What is Behavioral Science? What are some principles that are commonly applicable in the market research context? How does Ipsos leverage Behavioral Science in designing, analyzing, interpreting and activating customer experience research?

Ipsos SMX 2017 #Charity Water Campaign

663 million people in the world live without clean water.

Brand Risk in the New Age of Populism

In an era where politics often overtakes the best cared-for brands, how do responsible stewards prepare their organizations to navigate ideological consumers?

Accelerate Brand Decision-Making

In real life, are you ready to move from monumental decisions to increamental decisions?

Incremental Versus Monumental Decision-Making

How to Keep Up with the Pace of Business in the New Reality – In this article, we will describe an alternative incremental approach to decision-making that keeps up with the pace of business in today’s rapidly and fundamentally changing world.

Perceptions Are Not Reality: What the World Gets Wrong

Ipsos’ latest Perils of Perception survey highlights how wrong the public across 40 countries are about key global issues and features of the population in their country.

Digital Advertising – Measure the Metrics That Matter

Many studies have shown no link between sales and click through rate, yet according to eMarketer it is one of the top 5 ways in which advertisers and publishers evaluate native mobile ad campaigns. Marketers need to be clear on their desired brand impact and the role of communications to help achieve this.

Ipsos Encyclopedia – Brand Equity

The many definitions for Brand Equity cover similar ground.


The many definitions for Brand Equity cover similar ground. At its simplest, Brand Equity is a measure of a brand’s current health, strength or ability to generate sales, or usage, among its target audience. A more complex and financially-based definition of Brand Equity, is the “net present value of the profit stream management expects the brand to generate through time.”

Building Stronger Brands

Brands exist in a constantly changing world. But the role brands play in people’s lives has not changed and people themselves change more slowly.

There is ample evidence to show that, even when conditions are in constant flux, the way humans gather and process information and make choices is more constant. For businesses, understanding people provides a relatively stable strategic anchor. There are also significant new approaches based on neuroscience and behavioural psychology that mean we know more about human decision processes than ever before.