Author: Gillian O'Sullivan
Gillian O’Sullivan discusses the findings of Ipsos’ 2017 ‘Most Influential Brands’ study. Brands play a huge role in our lives and the lives of people all around the globe. Some brands increasingly have the power to shift paradigms of behaviours. Others have a strong sense of purpose – clear ideals and shared values that consumers […]
Gillian O’Sullivan, managing director of Ipsos Marketing, discusses the 10 top-ranking brands in the ‘Most Influential Brands’ survey for 2015. Google, eBay, Microsoft, Facebook… these are all brands that have a deep role in Australians’ lives. These are brands we engage with on a daily basis and they have changed how we do things and […]
Gillian O’Sullivan writes that influence is driven very differently in different industries, but there’s one underlying factor: trust. Technology businesses by their nature have the power to truly influence consumer behaviour. One of the questions we had when embarking on the ‘Most Influential Brands’ study was whether the power to influence was primarily the […]
When it comes to local brands, being ‘trustworthy’ is a key dimension, writes Gillian O’Sullivan, in a follow-up piece to the findings of Ipsos’ research into the most influential brands in Australia. We live in a global business community. Not surprisingly then, across the globe the majority of the most influential brands are either international […]
Those involved in new product development often find themselves having to defend ideas that are hardly ground-breaking or inspiring, but they are being progressed because they “tested well in research”. Alternatively they may find themselves desperately trying to find a way to pursue an idea that didn’t pass a single metric ‘go/no go’ hurdle. The […]
When we have discussions with clients about the need to develop a better understanding of consumers, the discussion often turns to what happens in the store environment. It is not that uncommon for a client to say something along the lines of: ‘Oh that’s the responsibility of our shopper insights team, or the shopper marketing […]
As a brand marketer, how much time and attention are you giving to ensuring your packaging stands out on shelf versus your category competition? The answer is: probably not enough. Our research and development (R&D) has identified that packaging is one of the top three drivers of purchase, so it pays to ensure your pack […]
As a market research group that conducts a lot of research in the new emerging technologies space, we often get asked about our view on the fact that Steve Jobs famously ‘didn’t believe in market research’. As stated in his biography, Steve Jobs by Walter Isaacson, Jobs has been quoted as stating: “People don’t know […]
Companies across a whole array of industries continue to spend big dollars on brand research. The perennial problem is that most brand measures don’t relate to the real world (for example, how, as a brand manager, do I action ‘suits my needs’?) and have no linkage with real business outcomes. How much do I actually […]
