Implicit Reaction Time (IRT™) Methodology at Ipsos

Implicit Reaction Time is a well-established methodology that is used internationally by academia and market research alike to determine the unconscious strength of associations. It relies upon the measured response time to questions of association in milliseconds. 隱式反應時間(Implicit Reaction Time),是一個已經在國際學術及市場研究上已發展成熟、用來測量受訪者潛意識與受測物間聯結強度的研究方法。益普所以毫秒的單位計算受訪者回答問題的時間,來測量問題本身與受訪者之間的聯結程度。

How Can Consumer Brands Influence Millennials?

The often-discussed Millennial generation is now a key target for many brands around the world, and in Taiwan. But, can Millennials be equally in flounced by any brand from any categories in the same way? 討論熱度極高的千禧世代是現今許多品牌的目標族群。但,不同產業中的任何品牌都能用相同的方式對千禧世代產生一樣的影響力嗎?

Top 5 Reasons To Know What’s Happening In Your Store

It can be easy to lose sight as to why in store analytics are so important to your store decision making. We list the Top 5 reasons to know what’s happening in your store.. 當我們在做店面相關決策的時候,店內分析(In-Store Analytics)的重要性總是很容易被忽略。益普索列出五點理由讓你知道,為什麼了解店內分析,以及了解來店家拜訪的顧客行為是如此重要。

The Thinking to Expand the Value of IoT (Internet of Things)

Internet of Things related business flourishes as 4G LTE internet becomes widely available. IoT applications, including personal wearables, smart homes, smart healthcare, connected cars and so on, are gaining global popularity. Value for IoT industry, according to ITRI IEK, is expected to reach up to$ 133.2B USD by 2020. 隨著4G LTE飆速時代的來臨,物聯網的商機蓬勃發展,國內外物聯網應用愈來愈廣,包含個人穿戴式裝置、智能居家、智慧醫療、智慧汽車…等。工研院IEK更預估2020年物聯網產值上看1,332億美元,相當於新台幣4.37兆元。

High Definition Customers – A Powerful segmentation

Just like the best films, data can tell a story too – you just need to know where to look. Through marketing segmentation, we have a higher definition of customers
數據資料也能像一部好電影,帶給我們有深度的故事 – 只要我們知道如何分析它。透過市場區隔,將帶給你更清晰的消費者樣貌

Musings on Marketing to “the Grey Economy”

Ipsos found out the high ground in the swelling tide of the “grey economy”. While the specific learnings are not necessarily applicable across differing industries, a golden rule has emerged that harkens back to Renard’s immortal quote: “It’s not how old you are, it’s how you are old.”

Retail Top Tips: Talking to the Customer

Talking to your customers isn’t just basic good customer service – it is essential if you want to optimize sales. 和顧客對話不只是一般基本的顧客服務,它也是能讓銷售數字更漂亮的重要一環。

Millennials and the Impact of Social Brand Perception

In a recent Ipsos SMX study conducted with 542 millennial consumers, 3 out of 4 reported following official brand or company pages on social media. Ipsos SMX最近另外針對542名千禧世代消費者進行的一次調查研究中,四分之三的消費者稱他們在社群媒體上關注官方品牌或公司的頁面。

IPSOS Taiwan: YouTube is Taiwan’s Top Destination for Video Content

Online video advertising is the fastest growing ad format in this region, with many brands now including this critical touchpoint as a key element within their campaigns. But more knowledge & insight is required to truly understand the intricate nuances of how viewers receive, and respond, to video advertising. A research study was therefore conducted by Ipsos, with the specific objective to understand how Taiwanese viewers receive, and respond to, video advertising on YouTube, with context & motivations playing a key role. Eye-tracking technology was also leveraged to add neuro-science insights.


The Many Faces of Modern Motherhood

Successful marketing and advertising to mums is constantly hindered by brand focussed research, mundane pointless segmentation studies, simplistic assumptions and generic insights. All of which lead to an inaccurate representation of motherhood. Ipsos Connect recently partnered with advertising agency Saatchi & Saatchi to produce some innovative research for the annual Mumsnet conference Mumstock. We found there was a huge raft of identities which mums said defined their outlook and behaviour giving us an insight into how much the ‘universalistic’ understanding of motherhood has dissipated to be replaced with a ‘particularised’ definition of motherhood in the UK.