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Dr. Nikolai Reynolds in Ipsos Whitepaper, 05/2013This document is designed to give you an overview of the UK, its people and some of the key issues and trends Ipsos is observing:
•The core source of information is Ipsos own research and understanding of this country‘s culture.
•Following a brief introduction of some background information on the UK, our discussion has two main parts:
─„Big Ideas“: insights into English culture and consumers
─Implications for research
Dr. Nikolai Reynolds, Mai 2013This document is designed to give you an overview of Germany, its people and some of the key issues and trends Ipsos is observing. The core source of information is Ipsos' own research and understanding of this country‘s culture. Following a brief introduction of some background information on Germany, our discussion has two main parts: ─ „Big Ideas“: insights into German culture and consumers ─ Implications for research
Ipsos InnoQuest in Ipsos, 02/2013An insight is the revelation of a significant gap between consumers’ aspirations and what they perceive as available, which can be turned into a business opportunity. How do you know if you have uncovered a valuable insight – an insight which will lay the foundation for innovations that will grow your brand?
Dr. Nikolai Reynolds und Frank Schüler in p&a international market research, 1/2013All innovations are introduced into a competitive environment as almost everything we buy can be substituted by an alternative product. Surprising, therefore, many innovations are evaluated in a research setting without considering the competitive environment. The reasons given are that the competition can be hard to define or that incorporating competition is too complex. These barriers are valid but can be overcome. For the past 40 years at Ipsos, all methodologies evaluating innovations incorporate competition. There are a number of ways to incorporate competition such as exposing consumers to competitive positioning, having consumers evaluate competitors, or asking consumers to make choices from a shelf. Another way is understand the amount of competition in the markets in which innovations enter (what we call market structure). The focus of this article is to provide a perspective on the influence of market structure on the long-term success of innovations. But before we go into detail on market structure, let us examine the other key drivers of innovation performance (see Figure 1).
Lee Markowitz, Lourdes Alvarez-Chavarria, Paul Crowe, Barbara Garau und Helen Wing in Ipsos Point of View, 11/2012Great consumer insights can inspire powerful product ideas, and ultimately winning concepts and successful innovations. And yet, as marketers increase their expertise at uncovering insights and truly understanding their consumers’ needs and aspirations, we suspected that a disconnect may be occurring between insight identification and concept development – resulting in great insights being lost in poorly articulated concepts.
Kirsten Bartels, Ipsos InnoQuest und Maike Schröter, Ipsos UU und Katja Berndt, Wer liefert was? GmbH in planung & analyse, 5/2012Social Media Tools wie Foren und Blogs werden mittlerweile häufig herangezogen, um bei privaten Online-Einkäufen Produktinformationen und –bewertungen einzuholen. Es wurde untersucht, inwieweit dieses Verhalten bei der geschäftlichen Beschaffung ebenfalls vorliegt und welche Angebote in Zukunft von einer Business-Suchmaschine erwartet werden. Damit der an den spezifischen B2B-Anforderungen ausgerichtete Innovationsprozesses innerhalb sehr kurzer Zeit validierte Innovationsideen hervorbringen konnte, wurde der methodische Ansatz der Triangulation verfolgt. Zudem wurde das erweiterte Projektteam frühzeitig eingebunden, um schnelle Entscheidungen am Ende des Innovationsprozesses zu ermöglichen.