Archives for March 2016

Ipsos Taiwan: Who’s killing creativity now?

Market research has long been accused of killing creativity. Many in the creative world now look back with nostalgia to the days when market research was the point of contention. With so much more data available now and so many exciting applications for it, data and creative are at loggerheads. Data doesn’t kill creativity; people […]

Ipsos Taiwan: The Importance of Framing in Concept Testing

Behavioral Economics (BE) is the application and study of psychological, social, cognitive and emotional factors on our decision making. It is an exciting and wildly growing field of study, with many implications for society, institutions, business and even personal lives. Integrating BE into your concept testing will help you make better decisions on which products […]

Press Release: Indonesia Driving Closer to Car Production Hub Dream

Strong evidence suggests that Indonesia will eventually replace Thailand to become the main automotive production hub in ASEAN

Ipsos Hong Kong: Ad of the Month: Mitsubishi Electric’s 惠家仁 “Family Values”

By Mike Underhill Executive Director, Ipsos Connect – Hong Kong Firstly, Mitsubishi need to be congratulated for taking a risk in a category where, in HK, TV advertising has historically been product-driven to the point of being nearly indistinguishable from infomercials. Not only does it do away with explicit mentions of products or features, it […]

The Truth, The Whole Truth and Nothing But the Truth

“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.