OTC : the drivers of advertising & brand performance

BVC will help you understand where lack of saliency is the key challenge for your brand. Exploration of the mental networks around the category will help you identify opportunities for your brand to become more distinctive.

當品牌變得突出之後,它在消費者有限的心理網路中,就成功地佔下了一席之地,而下一步就是成為首選,也就是與其它品牌相比,消費者進行選擇時,品牌必須具有最高的感知價值。而BVC模型可以讓我們了解消費者的心理網路,幫助品牌挖掘出變得與眾不同的機會。

Drive Growth, by Understanding The Reality of How People Choose Brands – Part 1

The purposes of this paper is how we extract as much information as possible from our respondents.
本文將介紹,我們是如何盡可能地在受訪者能接受的時間內,獲得更多受訪者的資訊。在上一個章節中我們介紹了資料歸屬(data ascription),這一篇將繼續介紹資料融合(data fusion)及其他統計方法及其應用。

The Age of the Algorithm Part 2 – Data Fusion

The purposes of this paper is how we extract as much information as possible from our respondents.
本文將介紹,我們是如何盡可能地在受訪者能接受的時間內,獲得更多受訪者的資訊。在上一個章節中我們介紹了資料歸屬(data ascription),這一篇將繼續介紹資料融合(data fusion)及其他統計方法及其應用。

The Age of the Algorithm Part 1 – Data Ascription

The purposes of this paper is how we extract as much information as possible from our respondents.
本文將介紹,我們是如何盡可能地在受訪者能接受的時間內,獲得更多受訪者的資訊。

Ethnography: An Unfiltered View of Reality

Ethnography was originally used as a method to understand tribes or cultures in distant lands, now it helps our clients identify previously unseen opportunities through looking at people’s worlds in a new way, through putting behaviour at the heart of our investigation.
民族誌最初是用來瞭解遙遠地區文化的方法,而它能將行為置於研究的核心,以新的方式觀察消費者的世界,以幫助我們挖掘潛在的機會。

Digital Advertising’S Perverse Incentives

Choosing the wrong metrics can lead to the opposite of the intended outcome — a phenomenon known as “perverse incentives.” 衡量指標的選擇非常重要,它決定了我們將要如何實現目標,錯誤的衡量指標可能會導致與預期相反的結果,這種現象稱為不當誘因。

Brand Influence of 85C & Starbucks

The latest Ipsos Most Influential Brands in Taiwan has indicated that two main brands of coffee chain store, Starbucks and 85°C, have occupied two positions in the top 3 brands in the restaurant category.
益普索(Ipsos)百大影響力品牌研究報告指出,在餐飲通路類別前三名當中,星巴克與85度C兩大連鎖咖啡品牌就占據了兩個名次

Make Your Brand Rock: 5 Tips to Rock Your Communications Using Multi-touchpoint Campaigns

How can you make your brand rock? Here are five lessons Ipsos has learned from investigating successful – and not so successful – brand communications.
如何才能讓你的品牌搖滾?益普索在這邊從過去許多品牌溝通的研究調查中,整理出五個重點。

Incremental versus Monumental Decision-Making

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.
我們將介紹一種替代的漸進方式,藉此讓我們與客戶能夠作出跟上這個世界快速的變化腳步的決策。

Online Video Adverts : The Influence of Context

How do we uncover the viewer’s receptivity towards online video adverts in Taiwan?
如何從消費者的角度去了解線上影片廣告對他們所帶來的影響呢?