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。

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?

The Next Big Trend: Stay-at-Home Economy

We purpose 4 key observations, to help companies adjust their strategies under the trend of stay-at-home economy.
隨著「宅經濟」的興起,企業需針對新的改變做出因應,至於該如何調整出適當的行銷策略,行於前端的市場研究扮演著相當關鍵的角色。以下我們將探討,在不同的「宅經濟」環境下,該如何應用不同的市場調查,協助企業調整策略。

Digital Innovation in Banking: Outsource and Let the Tech Pros Take the Reins

Ipsos insight: Banking executives know their business best, and they say it doesn’t make solid financial sense to pour dollars into risky innovation in-house. The best solution: outsource it.

New Brand-Building Direction for Insurance Industry

In face of this fast-information-spreading world and fast development of different channels, insurance companies should make more effort to build distinctive brand image in a comprehensive way. To strengthen delivered brand image, insurance companies should pay more attention to the moment that customers interact with insurance companies. 面對訊息傳播快速的網路世界,以及不同投保通路的快速發展,保險業者應該建立更鮮明的品牌形象。不論是透過強化第一線人員與消費者間的互動關係,或是設立標準的服務流程等方式,業者應該努力讓消費者在每一次的互動中,留下對該品牌的正面印象。

Looking Back On 40 Years Of Retail – Top Tips For The Future!

This article looks at how the retail landscape has changed – and what the future has in store. 在過去四十多年來益普索也伴隨著消費者及品牌們一起經歷零售業的改變及成長。在這邊我們將分享過去四十年來所觀察到零售商的變化,以及未來的發展趨勢。