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’ ...
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 ...
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 ...
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 ...
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 ...
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) ...
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 ...
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 ...
