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?

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。

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。

Bank 3.0:A Battlefield of Digital Finance in Taiwan

As more and more consumers are relying on Internet, the development of digital network should be able to save people a great amount of time waiting in banks with number tickets crumbled in their hand. Financial service digitalizing seems much more efficient and imperative, so what is retarding the pace of the development in Taiwan? 消費者越來越依賴網路,且比起前往實體銀行的交通與等待時間,數位網路似乎有效率多了,銀行服務的數位行動化看來是勢在必行,那是什麼原因讓這個趨勢在台灣走不快呢?

Emotion, Attention and Memory in Advertising – Part 2/2

This paper outlines how advertisers can make optimal use of emotional stimuli with the aim of influencing people’s brand choices. To do that, we look at how people pay attention to, and both encode into memory and later retrieve, emotion- linked stimuli. Finally, we look at this evidence in the context of advertising to draw some conclusions about how these interact to deliver desired brand outcomes. 本文將概述廣告商是如何巧妙地運用情感刺激來影響消費者在品牌之間作的選擇。我們檢視人們如何去注意經過我們設計的情感刺激、如何將其保存於記憶中、之後又是如何從記憶中進行檢索,最後基於這些結果來分析其中的相互作用是如何帶來人們對品牌的取得意願。

Emotion, Attention and Memory in Advertising – Part 1/2

This paper outlines how advertisers can make optimal use of emotional stimuli with the aim of influencing people’s brand choices. To do that, we look at how people pay attention to, and both encode into memory and later retrieve, emotion- linked stimuli. Finally, we look at this evidence in the context of advertising to draw some conclusions about how these interact to deliver desired brand outcomes. 本文將概述廣告商是如何巧妙地運用情感刺激來影響消費者在品牌之間作的選擇。我們檢視人們如何去注意經過我們設計的情感刺激、如何將其保存於記憶中、之後又是如何從記憶中進行檢索,最後基於這些結果來分析其中的相互作用是如何帶來人們對品牌的取得意願。