Tous les mois, retrouvez le meilleur des études Ipsos à travers le monde.

1. Version 1© Ipsos MORI
IPSOS
UPDATE
December 2016
A selection of the latest research
and thinking from Ipsos teams
around the world

2. Version 1© Ipsos MORI
. WELCOME
Welcome to the December edition of Ipsos Update – our
round-up of the latest research and thinking from Ipsos
teams around the world.
The underlying idea of Ipsos Update is simple: to present
aspects of the “Best of Ipsos” in an easily digestible format.
We have not tried to be comprehensive; the focus is on
content which will be relevant to more than one market or
specialist research area.
Links are provided to the various points of view and
information sources, as well as the Ipsos colleagues
responsible for each piece of work.
We hope you find this useful. Please email IKC@ipsos.com
with any comments or ideas, or if you would like to
subscribe to future editions.
Thank you.

3. Version 1© Ipsos
PERILS OF PERCEPTION:
Perceptions are not reality
This year’s survey shows just how wrong we often are about the reality of what
is happening around us. The findings now cover 40 countries.
WORD OF MOUTH IN RUSSIA
Getting people talking about your product
EUROPE IN 2016:
10 things you need to know
We take a look at Ipsos research across Europe, and present 10 things which
each tell us something about how 2016 felt to people in this diverse
continent.
IN THIS EDITION
IPSOS MORI ALMANAC 2016:
Britain in the spotlight
What a year! History doesn’t proceed in an orderly fashion, and post-Brexit
Britain faces huge unknowns. Our UK team take a look at politics, society
and social attitudes as 2016 draws to a close.
IS LOVE ALL THAT MATTERS?:
It’s complicated
Just as in our personal lives, sometimes the relationships people have with
brands are complicated and love really isn’t the only thing that matters. What
happens when our “normal” experiences get disrupted?
WHAT WORRIES THE WORLD:
The latest concerns of people around the globe
GREAT EXPECTATIONS:
Are service expectations really rising?
We explore the changing nature of customer service expectations, including
the positive role that staff can play in making customers happy.
IT’S ABOUT TIME:
Measuring Media Impact
It’s time to revisit our media audience metrics. Time is a ‘hard’, quantifiable
gauge of media attention. It is applicable to any medium. But time, too, has
its limitations. Andrew Green investigates.
Our monthly monitor of public concerns finds the Spanish worried about
unemployment, South Korea concerned about corruption and crime high on
the agenda in Latin America.
Our new analysis of consumer behaviour in Russia, including how positive
“word of mouth” helps brand owners promote goods and reinforce their
advertising efforts.

4. Version 1© Ipsos
PERILS OF PERCEPTION:
Perceptions are not reality
Our annual survey looking at the gap between
people's perceptions and what is actually
happening on the ground
The latest Ipsos Perils of Perception study highlights how
wrong the public are about both key global issues and
features of what’s happening in their own country.
The survey takes in 40 countries around the world,
providing a unique picture of public perceptions.
The key findings include:
• All countries think other people are less happy than they
actually say they are
• Most countries are more tolerant on homosexuality,
abortion and pre-marital sex than they think they are
• People tend to give pretty accurate estimates of the
current population of their country
• Nearly all countries think wealth is more evenly
distributed than it actually is.
Follow the links for the full story – including the opportunity
for you test your own knowledge via this year’s Perils Quiz.
READ MORE DOWNLOAD CONTACT

5. Version 1© Ipsos
IT’S ABOUT TIME:
Measuring Media Impact
It’s time to revisit our media audience metrics
In this new white paper, Andrew Green looks at how we
can further develop our media measurement toolkit.
He starts with Reach: an important measure, but not
sufficient on its own to truly differentiate media options.
Definitions of media reach vary between and amongst
media types. All measure “opportunities to see” an
advertising message rather than actual exposure.
Andrew goes on to look particularly at the concept of
“Time” – a hard, quantifiable, gauge of media attention,
which can be applied to any medium.
What is clear is that advertisers need to consider a range
of measures (reach, frequency, time spent, attentiveness)
when deciding where to invest their marketing budgets.
READ MORE DOWNLOAD CONTACT

6. Version 1© Ipsos
To close the year, we’ve taken a look at Ipsos’ research in
Europe, and identified 10 things which each tell us
something about life and events across the continent:
1. Europe is feeling gloomy – most are unhappy with how
things are going in their country.
2. This negative mood extends to the economy.
3. There is no consistent “European public opinion”.
4. Only the French and Italians could see Brexit coming.
5. Not too many Europeans are celebrating Brexit.
6. In the Brexit negotiations, the British have allies in Hungary
and Poland.
7. While there may be economic uncertainty, Europe’s
affluent consumers continue to spend.
8. There is widespread criticism about the state of their
country’s infrastructure (e.g. roads, power stations).
9. People don’t seem too excited about what’s happening at
work.
10. But there is one thing Europeans do get excited about:
their holidays.
READ MORE DOWNLOAD
What unites (and divides) the continent’s 750
million people?
EUROPE IN 2016
CONTACT

7. Version 1© Ipsos
Getting people talking about your product
Manufacturers want consumers to discuss the benefits of
their products widely, and love it when “word of mouth”
helps them in promoting goods and contributing to
advertising efforts.
In this context, we need information about the power of
‘virality’ of different product categories. We also need to
know the dynamics of the so-called “opinion leaders” –
those consumers who proactively learn a lot about the
category, and actively broadcast their point of view in both
wide and narrow circles.
This new report sets out findings from the ‘Word of Mouth’
(WoM) section from our quarterly RosIndex survey.
We ask three questions:
• With whom did you discuss products and services in the
last 12 months?
• What can you tell us about different products and
services?
• How often can you convince others of your opinion?
Our report covers a range of sectors – with foodstuffs being
the most talked about.DOWNLOAD
WORD OF MOUTH IN
RUSSIA
READ MORE CONTACT

8. Version 1© Ipsos
IPSOS MORI ALMANAC
Ipsos MORI’s annual compendium of insights looks back
on 2016 – a year which reminds us that history never moves
in straight lines.
For the UK of course, this year is dominated by Brexit. We
look closely at what happened and why, including an
examination of the art, science and judgement involved in
opinion polling.
Our team also roams more widely, covering the spectrum of
life in Britain and further afield, from first dates, men in
makeup, virtual reality, sugar and dieting, the best and
worst politicians, celebrity deaths, what people are doing
on their phones, immigration, the NHS and much much
more.
The key words at the end of 2016 for anyone in business or
politics must be uncertainty and fragmentation. Britain
faces huge unknowns. The organisations that succeed in
2017 will be those that are most adaptable and resilient.
READ MORE DOWNLOAD CONTACT
The UK at the end of 2016: Taking stock

9. Version 1© Ipsos
IS LOVE ALL THAT
MATTERS?
Sometimes the relationships people have with
brands are complicated
Here we take a look at Marmite – one brand where the
relationship status is very simple – you either love it or you
hate it. Or so the marketing would have us believe!
As consumers, each of us has in our minds complex mental
networks of associations with respect to different brands.
The ‘brand mental network’ is a rich picture of our unique
mix of experiences, associations, impressions, shape,
colour and so on. How then, in the complex world of brand
desire, does a brand stand out and get chosen?
In this thought piece, Gillian Drewett investigates the
relationships between people and brands, with a look at
#Marmitegate. What happens when our normal patterns
(availability of product, price…) are disrupted, and we have
to re-evaluate how important the product is for us?
READ MORE DOWNLOAD CONTACT

10. Version 1© Ipsos
WHAT WORRIES THE
WORLD
Our monthly monitor of public concerns
around the world, covering 25 countries
READ MORE DOWNLOAD CONTACT
The big stories for this month are:
• Mexico is officially the least optimistic country. Only 4%
of Mexicans think things are going in the right direction.
• We find a more optimistic picture in China, Saudi Arabia
and India. Canada is the only “western” country where a
majority say things are on the right track.
• There is a clear gender optimism gap, with men across
the world consistently more optimistic than women
about the way things are going in their country.
• The biggest world worry is unemployment, and Spain is
the country which is most concerned about it, mentioned
by 70%. Meanwhile, the public in South Korea puts
corruption at the top of their list, while crime and
violence is a central issue for people in a number of
Latin American countries.

11. Version 1© Ipsos
GREAT EXPECTATIONS
Getting to grips with customer expectations has a real role
to play in understanding the link between the day-to-day of
customer experience and overall brand relationships.
Callum Watling investigates.
Public sector experiences in the UK are often exceeding
customer expectations - something which online retailers
and high street stores are finding a little more challenging.
At the heart of all this: your staff. Their friendliness and
politeness are frequently cited by customers who felt that
their service encounter was better than their expectations.
And they are mentioned rather less frequently by customers
who had experiences that were worse than expected.
Previous experiences with the same company tended to be
mentioned more often by customers who had an encounter
that was worse than expected. Customers having to put in
more effort during an encounter than they would like is
another key “dissatisfier”.
For more on this topic, see our white paper Are Your
Customers Working Too Hard?
READ MORE DOWNLOAD CONTACT
Are service expectations really rising?

12. Version 1© Ipsos MORI
Why do I like pillows?
How will I know if I like something that I have
never tried before? With technology offering
a wide range of products and services, this
is becoming an increasingly important
question for brands. We are arguably in the
age of disruptive rather than incremental
innovation.
The market research industry has a range of
sophisticated tools to help – from
ethnography to conjoint. Despite the
predictive validity of many of these
approaches there is, nevertheless, an
increasing question mark. Has behavioural
science not indicated that our preferences
are constructed by context rather than our
needs? If this is the case, how will asking
people questions surface the issue?
In this new piece for Research-live.com,
Colin Strong picks up the story.
READ MORE
SHORT CUTS
Seasonal shopping
READ MORE
Spotlight on Canada
Although Canadians see Trump’s win as
having a largely negative impact on
Canada, U.S. and the world, most say they
understand the underlying anger in America
that led to the election outcome. Canadians
are not opposed to a Trump-like movement
in Canada, even if they don’t see much
potential for a similar candidate to be
elected Prime Minister.
Relatively few Canadians (30%) are satisfied
with the outcome of the US election. This is
driven by the fact that Canadians see a
largely negative impact of the Trump
presidency on the US (42%) and the world
(47%) overall. They also see a largely
negative effect on Canada itself (30%),
Canada-US relations (35%), and North
America trade (43%). But the biggest
negative impact is seen to be on climate
change initiatives in North America (52%).
READ MORE
As predicted, UK retail footfall fell on Black
Friday as shoppers shelved the high street
and turned to online sales.
The UK Retail Traffic Index, published by
Ipsos Retail Performance, saw footfall drop
by 0.7% on last year. However, Black Friday
still delivered a considerable boost to footfall
levels, which were 62% higher than the
previous Friday.
The one sector to buck the trend and
witness higher footfall levels than last year
was clothing and footwear, where traffic was
up 5%. The sector suffering the worst
decline against last year was Jewellery and
Accessories, despite the stores enjoying
double the footfall of the previous Friday.
Read our white paper on Black Friday.

13. Version 1© Ipsos MORI
Click to edit Master title style
CONTACT
All the information within this Ipsos Update
is in the public domain – and is therefore
available to both Ipsos colleagues and
clients.
Content is also regularly updated on our
internet sites and social media outlets.
Please email IKC@ipsos.com with any
comments, including ideas for future
content.
www.ipsos.com
@_Ipsos