Knowledge & Ideas

How we drink: Here’s everything you need to know about Canadians' overall boozy habits

Marketing

National Post, May 15, 2015 – In this article, the author features new research from Ipsos’ Alcohol Consumption Tracker, a market research tool, since 2011. The 2015 ACT, which has more than 1,000 Canadians keep a monthly online diary of their...


Mental Health on the Minds of Canadians

Public Affairs

Ahead of mental health week, we asked 2,010 Canadians about their experience with mental health issues like stress and depression. The results reveal a disconnect between how Canadians are assessing their own mental state and the actual impact these...     


Your Wish Is Mobile’s Command

Marketing

Thanks to the mobile technology that sits right inside your consumers’ pockets or handbags, and which is with them all day long (the smartphone), marketers can now get closer to the real thoughts and experiences of the consumer in the moment, at the...     


10 Things to Know About Millennials

Marketing

Millennials are a major part of a brand’s future. So to help marketers better understand their thoughts, aspirations, motivations and behaviours, we offer a wide range of syndicated studies on this generation. Whether you would like to understand...     


Why Emotions Matter in Advertising

Advertising

There was a lot of debate about the importance of emotional advertising in the zeitgeist-fuelled world of adland last year. Creative agencies searched for it, some clients yearned for it, and researchers naturally felt that they had the best way to...     


Making Real Time the Right Time

Advertising

Sharing two examples – Kleenex and Lurpak – this paper from our UK colleagues, helps define success metrics for real time marketing. Spoiler alert: data provides the opportunity for greater creativity and innovation.     


Communication In The Connected Edge

Advertising

In this paper, our colleagues from the UK discuss why simplicity is essential to brand success in the connected world and why brands that have simplicity of purpose, communications and service will be the ones that succeed above others.     


Three Case Studies on Reaching Millennials

Marketing

With their significant purchasing power compounded by an ability to influence success in-market, Millennials are a major part of a brand’s future. To help guide marketers in their product development efforts, I recently held a webinar that showcased...     


The Two Sides of Millennials & Politics

Public Affairs

Many pundits point to the fact that Millennials in Canada are much less likely than Gen Xers or Boomers to vote as evidence that younger Canadians are disengaged from politics. While the facts on youth voting behaviour are indisputable, assuming...     


One Track Minded: Neuroscience in Advertising Measurement

Advertising

These days, with new research methodologies popping up at a rapid pace, it’s clear that our industry is transforming faster than we’ve ever seen before. Neuroscience is one area that has rightly garnered a lot of attention, with methods such as EEG,...     


Beyond The Hype: The Value of Emotional Advertising

Advertising

From our colleagues in the UK, this paper offers five case studies examining ad campaigns which achieved the highest level of emotional engagement in 2014. And yes, Apple was among them.     


BC's Most Loved Brands of 2015

Advertising

View this recorded presentation to hear Ipsos' Michael Rodenburgh count-down to BC's Most Loved Brands of 2015. Conducted in partnership with BC Business, this year's study ranked over 65 BC-led and managed brands to determine which British...     


Additional Resources