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GREAT
EXPECTATIONS?
Staying close to citizens
and consumers
KEYS – A WEBINAR SERIES BY IPSOS
23rd February 2023
Watch the recording
Introduction
Jennifer Hubber
AGENDA
Head of Global Client Organisation, Ipsos
The year so far: how’s it going?
Simon Atkinson
Chief Knowledge Officer, Ipsos
Unlocking brand success
Moneesha Banerjee
Global Lead - Brand & Market Offer, Market Strategy &
Understanding, Ipsos
We are more than our senses
Nikolai Reynolds
Global Head of Product Testing, Ipsos
Keeping the dream relevant
Javier Calvar Watch the recording
Group Service Line Leader, Ipsos in Hong Kong
2‒
QUESTION TIME Do you have questions for our panellists? Please send them by clicking on the the left panel. You can ask your question at any time during the session.
THE YEAR SO FAR: How’s it going? The Public Mood Simon Atkinson
EXPECTAT IO NS F O R 2023 A SPIRIT OF OPTIMISM? 5 ‒ © Ipsos | KEYS Webinar February 2023
EXPECTAT IO NS F O R 2023
CAUSES FOR CONCERN
ECONOMY: 79% say
“prices in my country will rise
more quickly than incomes”
+ 4 POINTS
6 ‒ © Ipsos | KEYS Webinar February 2023
Change
Market Likely Unlikely
vs 2021
For each of the following, please
tell me how likely or unlikely you Global Country Average 79% 14% 4%
think they are to happen…? South Africa 91% 7% 8%
Chile 89% 9% 4%
Argentina 88% 8% 8%
Romania 88% 10% 3%
Prices in my country Sweden 87% 9% 14%
Malaysia 87% 9% 4%
will increase faster Singapore
Australia
87%
86%
10%
9%
5%
9%
than people’s Great Britain
Hungary
86%
86%
7%
8%
7%
9%
incomes Indonesia
Belgium
86%
85%
10%
10%
N/A
2%
France 85% 10% 4%
Colombia 85% 13% 1%
Spain 85% 9% 8%
Netherlands 84% 11% -1%
Ireland 84% 12% N/A
Poland 84% 11% 2%
Canada 84% 8% 2%
Germany 83% 10% 2%
Peru 83% 13% 8%
Italy 82% 11% 6%
Turkey 80% 15% 3%
Switzerland 79% 16% 12%
Mexico 79% 17% 5%
Denmark 78% 13% 9%
South Korea 77% 18% 12%
United States 77% 12% -2%
Thailand 76% 17% N/A
India 72% 22% 4%
Israel 70% 19% -2%
United Arab Emirates 63% 26% N/A
Base: 24,471 adults aged 18-74 in the United States, China 56% 38% 10%
Canada, Republic of Ireland, Israel, Malaysia, South Africa, Brazil 55% 35% -25%
and Turkey, 20-74 in Thailand, 21-74 in Indonesia and Saudi Arabia 52% 33% 7%
Singapore, and 16-74 in 26 other markets. Friday, October Japan 51% 24% 18%
21 - Friday, November 4, 2022
7‒
T W O MO NT HS INT O T HE YEAR
OR RATHER: HAVE CONCERNS ABOUT INFLATION PEAKED?
Q: Which of
the following
topics do you
find most
worrying in
your country?
Download the results
8 ‒ © Ipsos | KEYS Webinar February 2023
HAVE CONCERNS ABOUT INFLATION PEAKED?
NOT YET!
FEB 2022 FEB 2023
#1 CONCERN
COVID19 INFLATION IN 15 COUNTRIES
Q: Which of the following
topics do you find most
worrying in your
country?
33% 43% Argentina, Australia,
Belgium, Canada,
Colombia, France,
Germany, Great Britain,
INFLATION COVID19 Hungary, India, Poland,
Singapore, South Korea,
(Global 29-country average)
23% 9% the US, and Turkey
9 ‒ © Ipsos | KEYS Webinar February 2023
CONCERNS Feb 2022 Feb 2023 RISING EVERYWHERE: THE 12-MONTH VIEW % mentioning INFLATION as one of the the 3 “most worrying” issues facing their country Source: Ipsos Global Advisor. Download the results here Base: Representative sample of 19,524 adults aged 16-74 in 27 participating countries,
LO O KING F O RW ARD: A SPIRIT OF OPTIMISM? Download the results: January 2023 11 ‒ © Ipsos | KEYS webinar February 2023
CONSUMER CONFIDENCE: SIGNS OF IMPROVEMENT? 12 ‒ © Ipsos | KEYS Webinar February 2023
CONSUMER REALITY: THE NEED FOR CAUTION? 34% say the state of the economy in my country is “good” © Ipsos | Doc Name
IN CONTEXT: Feb 2022 Feb 2023 THE 12-MONTH VIEW % describing their country’s current economic situation as “GOOD” Source: Ipsos Global Advisor. Download the results here Base: Representative sample of 19,524 adults aged 16-74 in 27 participating countries,
THE YEAR SO FAR: What Next?
IPSOS GLOBAL TRENDS We interviewed 48,000+ people in 50 markets for this edition that covers 87% of the global economy and 70% of the global population. 16 ‒ © Ipsos | KEYS Webinar February 2023
GROUNDED IN
TWELVE TRENDS
17 ‒ © Ipsos | KEYS Webinar February 2023THREE EXAMPLES 18 ‒ © Ipsos | KEYS Webinar February 2023
CLIMATE
ANTAGONISM
Climate change has become a visceral reality, with
the past year seeing the largest number of climate-
related disasters in recorded history. But there is
rampant debate about who is responsible for
climate change and how to address it: some
consumers are changing how they make
purchasing decisions according to their
environmental impact, while others (particularly
Gen Z) are putting the responsibility squarely on the
shoulders of government, systems and
corporations.
19 © Ipsos | Global Trends 2023
| Feb |2023
Version
| Version
2 | Public
2 | PublicCLIMATE CONSCIENTIOUS AUTHENTICITY DATA THE TECH PEAK A DIVIDED CAPITALISM’S UNCERTAINTY ENDURING APPEAL SIMPLICITY CHOICES OVER
ANTAGONISM HEALTH IS KING DILEMMAS DIMENSION GLOBALISATION WORLD TURNING POINT & INEQUALITY OF NOSTALGIA & MEANING SEARCH HEALTHCARE
Concern about the environmental emergency is ubiquitous across markets
92 91 91
88 88 87 87 86 86 86 86 86 86 85 85 85
85 84 83 83 83 83 82 82 82 82
80 81 80 80 80 80 80 79 79 78 78 77
To what extent do you 75 74 73 73 73 72 72
70 69 68
66 64 62
agree or disagree with the
following statement?
% agree
We are heading for % agree
environmental disaster
Kingdom of Saudi Arabia
GLOBAL AVERAGE
Dominican Republic
unless we change our
Hong Kong SAR
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Guatemala
Costa Rica
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Thailand
Morocco
Pakistan
habits quickly.
Panama
Ecuador
Bulgaria
Vietnam
Sweden
Belgium
Canada
Zambia
Greece
Nigeria
Mexico
Poland
France
Turkey
Kenya
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Italy
Base:
48,579 adults aged 16–75 across 50 countries,
interviewed online between 23 September and 14
November 2022 % disagree
6 8 8
10 8 11 13 12 12 12 12 12 12 12 13 13 11 11
16 14 15 15 14 15 14 16 15 17 17 17 16 17 17 17 15
18 18 18 19 20
Source: 24 20 21 22 22 26 22 24 26
Ipsos Global Trends 2023 29 28
Filter:
Market: All markets
20 © Ipsos | Global Trends | Feb 2023 | Version 2 | PublicCLIMATE CONSCIENTIOUS AUTHENTICITY DATA THE TECH PEAK A DIVIDED CAPITALISM’S UNCERTAINTY ENDURING APPEAL SIMPLICITY CHOICES OVER
ANTAGONISM HEALTH IS KING DILEMMAS DIMENSION GLOBALISATION WORLD TURNING POINT & INEQUALITY OF NOSTALGIA & MEANING SEARCH HEALTHCARE
Concern about the environmental emergency is ubiquitous across
demographic groups
Marital
Gender Age Education Income Working Status
Status
To what extent do you
agree or disagree with the 82% 82% 83%
79% 79% 81% 80% 81% 80% 80% 79% 79% 80% 82% 79% 77% 77% 75%
following statement? 75% 74%
% agree
We are heading for
environmental disaster
unless we change our
habits quickly.
Male
Self employed
Unemployed
High
High
Part-time
Female
Medium
Medium
16-24
25-34
35-44
45-54
55-74
Full-time
Not married
Low
Low
Student
Married
Base:
48,579 adults aged 16–75 across 50 countries,
interviewed online between 23 September and 14
November 2022
Source:
Ipsos Global Trends 2023
Climate change will impact us all, and this shared lived experience is borne out by the fact that across all ages, genders, levels of
Filter: income and education, working and marital status, the levels of concern about the climate emergency are remarkably consistent.
Market: All markets Such unanimity of feeling is rare, and gives those involved with this crucial issue a broad base with which to work.
21 © Ipsos | Global Trends | Feb 2023 | Version 2 | PublicCLIMATE CONSCIENTIOUS AUTHENTICITY DATA THE TECH PEAK A DIVIDED CAPITALISM’S UNCERTAINTY ENDURING APPEAL SIMPLICITY CHOICES OVER
ANTAGONISM HEALTH IS KING DILEMMAS DIMENSION GLOBALISATION WORLD TURNING POINT & INEQUALITY OF NOSTALGIA & MEANING SEARCH HEALTHCARE
But concern about the climate may be starting to wane in some markets
91%
82%
80% 79%
78%
To what extent do you 75%
72% 72%
agree or disagree with the
following statement? 60%
57%
% agree
We are heading for
environmental disaster
unless we change our
habits quickly.
Base:
500–1,000 500–1,000 adults aged 16–75
(18–75 in US and Canada) per market per year China Brazil US France Australia
Series1
2013 Series2
2016 Series3
2019 Series4
2020 Series5
2021 2022
Series6
Source:
Ipsos Global Trends Series
In some markets, 2022 saw the reversal of years of growing concern about the climate. At a national level we often see immediate
economic concerns being more of a pressing issue for the public than climate change.
22 © Ipsos | Global Trends | Feb 2023 | Version 2 | PublicAUTHENTICITY
IS KING
The days when corporations could focus on providing
good products at good prices and expect the
marketplace to respond favourably are fading fast.
Increasingly, these aspects are taken for granted and
consumers are asking hard questions, such as:
‘What issues do you care about? More than caring,
what do you actually do about these issues? How do
you treat your workforce? What is your ESG
(environmental, social and governance) policy? How
diverse is your workforce and how inclusive are your
working practices?’ and expecting robust answers.
Increasingly, the answers to these questions will drive
marketplace success.
23 © Ipsos | Global Trends 2023
| Feb |2023
Version
| Version
2 | Public
2 | Public52% AGREE
I am generally
willing to spend
extra for a brand
whose image
appeals to me
24 © Ipsos | Global Trends 2023
| Feb |2023
Version
| Version
2 | Public
2 | PublicCLIMATE CONSCIENTIOUS AUTHENTICITY DATA THE TECH PEAK A DIVIDED CAPITALISM’S UNCERTAINTY ENDURING APPEAL SIMPLICITY CHOICES OVER
ANTAGONISM HEALTH IS KING DILEMMAS DIMENSION GLOBALISATION WORLD TURNING POINT & INEQUALITY OF NOSTALGIA & MEANING SEARCH HEALTHCARE
Big differences by country: Generally, people in Asia, the Middle East and
Africa place the highest value on brand image
83
7878 74
To what extent do you 72 71 70 69 67
65 65 64 63 63 62 61
agree or disagree with the 605959 5757
52 53 52 48
4747 47 4646 4545 45 444444
4242 42 41 39 38 38
following statement? 37 36 35
32 3232 31 29
I am generally willing
% agree
Kingdom of Saudi Arabia
to spend extra for a GLOBAL AVERAGE
Dominican Republic
Hong Kong SAR
brand with an image
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Guatemala
Costa Rica
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Thailand
Pakistan
Morocco
Panama
Ecuador
Bulgaria
Vietnam
Sweden
Belgium
Canada
Zambia
Greece
Nigeria
Mexico
France
Poland
Turkey
Kenya
that appeals to me
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Italy
Base:
48,579 adults aged 16–75 across 50 countries, % disagree
interviewed online between 23 September and 14
November 2022
161820
23262324
Source: 3028343133353233
Ipsos Global Trends 2023 363336383941
43 424343
474544445149475050
535154545153555757
585659615962
Filter: 6667
Market: All markets
25 © Ipsos | Global Trends | Feb 2023 | Version 2 | PublicCLIMATE CONSCIENTIOUS AUTHENTICITY DATA THE TECH PEAK A DIVIDED CAPITALISM’S UNCERTAINTY ENDURING APPEAL SIMPLICITY CHOICES OVER
ANTAGONISM HEALTH IS KING DILEMMAS DIMENSION GLOBALISATION WORLD TURNING POINT & INEQUALITY OF NOSTALGIA & MEANING SEARCH HEALTHCARE
The value that people place on brand image is rising in many markets
around the world
78%
To what extent do you 69%
agree or disagree with the 63%
following statement? 53%
52%
% agree
41% 41% 41%
38%
I am generally willing 37%
33%
to spend extra for a
27%
brand with an image
that appeals to me
Base:
500–1,000 500–1,000 adults aged 16–75 (18–75 in
US and Canada) per market per year
France India Australia Argentina
Source:
Ipsos Global Trends Series 2013 2019 2022
26 © Ipsos | Global Trends | Feb 2023 | Version 2 | PublicPEAK
GLOBALISATION
The world remains divided on the benefits of globalisation.
Increasing travel, greater cultural exchange and the rise of
cheap products (facilitated by low labour costs and developed
international supply chains) represent significant benefits to
many. However, the dilution of local cultures, perceived lifestyle
homogenisation, increased consumerism, rising emissions and
faster habitat loss are all among the significant impacts of
globalisation.
Many commentators feel that we have already reached peak
globalisation and are moving to a world where protectionist
policies, shorter, more secure supply chains, and a greater
focus on nationality and local community will create a smaller,
less globalised landscape. We at Ipsos are less sure.
27 © Ipsos | Global Trends 2023
| Feb |2023
Version
| Version
2 | Public
2 | PublicCLIMATE CONSCIENTIOUS AUTHENTICITY DATA THE TECH PEAK A DIVIDED CAPITALISM’S UNCERTAINTY ENDURING APPEAL SIMPLICITY CHOICES OVER
ANTAGONISM HEALTH IS KING DILEMMAS DIMENSION GLOBALISATION WORLD TURNING POINT & INEQUALITY OF NOSTALGIA & MEANING SEARCH HEALTHCARE
In all but five markets, a majority feel that globalisation is a force for good
90 89
85 85
82 81 80 80
77 77 76 76 75 74 74
74 73 73 72 72
70 70 69 69 69
66 66 65 64 64 63 63 63
To what extent do you 61 60 60 59
57 56 54 54
54 52 52 50
50 48
agree or disagree with 44 42 42
39
the following statement?
% agree
Globalisation is good
Kingdom of Saudi Arabia
GLOBAL AVERAGE
Dominican Republic
for my country
Hong Kong SAR
United States
New Zealand
Great Britain
South Korea
South Africa
Netherlands
Puerto Rico
Guatemala
Costa Rica
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Thailand
Morocco
Pakistan
Panama
Ecuador
Bulgaria
Vietnam
Sweden
Belgium
Canada
Zambia
Greece
Nigeria
Mexico
Poland
France
Turkey
Kenya
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Italy
Base:
% disagree
48,579 adults aged 16–75 across 50 countries,
interviewed online between 23 September and 14 8 8
November 2022 13 13 14 13 16 12 12
18 17 17 17 17 19 16 19 19 17 19 20 18 19 19 18
23 21 22 23 22 26 22 23
27 24 24 23 28 27 27 25 27 30 29
Source: 36 39 43 43
Ipsos Global Trends 2023 43
47
51
Filter:
Market: All markets
28 © Ipsos | Global Trends | Feb 2023 | Version 2 | PublicCLIMATE CONSCIENTIOUS AUTHENTICITY DATA THE TECH PEAK A DIVIDED CAPITALISM’S UNCERTAINTY ENDURING APPEAL SIMPLICITY CHOICES OVER
ANTAGONISM HEALTH IS KING DILEMMAS DIMENSION GLOBALISATION WORLD TURNING POINT & INEQUALITY OF NOSTALGIA & MEANING SEARCH HEALTHCARE
In roughly half the markets, particularly emerging ones, a majority feel they
are global citizens but there are plenty where the reverse is true
66
To what extent do you
49
agree or disagree with 41
37
the following statement? 31
26 26
NET Agree 23 22
19 18 17
16 16 14 14
[Agree – disagree] 14 13 13
8 7 6 6
I am more of a citizen 3 5
2 1 0
of the world -1 -1 -1
-4 -4 -4 -5 -5 -6
-8 -9
-11-13
-14
-17-17-18
-23-24
Base: -28
48,579 adults aged 16–75 across 50 countries,
Kingdom of Saudi Arabia
interviewed online 23 September–14 November
GLOBAL AVERAGE
Dominican Republic
2022 -39-39
Hong Kong SAR
-46
United States
New Zealand
South Korea
Great Britain
South Africa
Netherlands
Puerto Rico
Guatemala
Costa Rica
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Pakistan
Morocco
Source:
Thailand
Ecuador
Panamá
Vietnam
Bulgaria
Sweden
Belgium
Canada
Zambia
Greece
Mexico
Nigeria
France
Poland
Turkey
Kenya
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Ipsos Global Trends 2023
Italy
Filter:
Market: All markets
29 © Ipsos | Global Trends | Feb 2023 | Version 2 | PublicCLIMATE CONSCIENTIOUS AUTHENTICITY DATA THE TECH PEAK A DIVIDED CAPITALISM’S UNCERTAINTY ENDURING APPEAL SIMPLICITY CHOICES OVER
ANTAGONISM HEALTH IS KING DILEMMAS DIMENSION GLOBALISATION WORLD TURNING POINT & INEQUALITY OF NOSTALGIA & MEANING SEARCH HEALTHCARE
In roughly half the markets, particularly emerging ones, a majority feel they
are global citizens but there are plenty where the reverse is true
66
To what extent do you
49
agree or disagree with 41
37
the following statement? 31
26 26
NET Agree 23 22
19 18 17
16 16 14 14
[Agree – disagree] 14 13 13
8 7 6 6
I am more of a citizen 3 5
2 1 0
of the world -1 -1 -1
-4 -4 -4 -5 -5 -6
-8 -9
-11-13
-14
-17-17-18
-23-24
Base: -28
48,579 adults aged 16–75 across 50 countries,
Kingdom of Saudi Arabia
interviewed online 23 September–14 November
GLOBAL AVERAGE
Dominican Republic
2022 -39-39
Hong Kong SAR
-46
United States
New Zealand
South Korea
Great Britain
South Africa
Netherlands
Puerto Rico
Guatemala
Costa Rica
Philippines
Singapore
Indonesia
Argentina
Colombia
Germany
Denmark
Romania
Malaysia
Australia
Pakistan
Morocco
Source:
Thailand
Ecuador
Panamá
Vietnam
Bulgaria
Sweden
Belgium
Canada
Zambia
Greece
Mexico
Nigeria
France
Poland
Turkey
Kenya
Japan
China
Spain
Brazil
Israel
Chile
India
Peru
UAE
Ipsos Global Trends 2023
Italy
Filter:
Market: All markets
30 © Ipsos | Global Trends | Feb 2023 | Version 2 | PublicCLIMATE CONSCIENTIOUS AUTHENTICITY DATA THE TECH PEAK A DIVIDED CAPITALISM’S UNCERTAINTY ENDURING APPEAL SIMPLICITY CHOICES OVER
ANTAGONISM HEALTH IS KING DILEMMAS DIMENSION GLOBALISATION WORLD TURNING POINT & INEQUALITY OF NOSTALGIA & MEANING SEARCH HEALTHCARE
Over the past year, there has been a marked return
to global brands Change:
2021 to 2022
Mexico 46% +18%
28%
Peru 53% +15%
38%
Argentina 55% +12%
To what extent do you 43%
China 48% +12%
agree or disagree with the 36%
following statement? Indonesia 48% +11%
37%
% agree Romania 50%
39% +11%
Italy 33%
I think global brands 23% +10%
make better products Chile 48%
38% +10%
than brands that are
India 72%
just local to my country 62% +10%
2022 2021
Base:
500–1,000 500–1,000 adults aged 16–75 (18–75 in The past year has seen an upsurge in appreciation for the benefits of global brands, particularly in Asian and
US and Canada) per market per year
Latin American markets. In no market do we see the opposite tendency.
Source: It may be that the reduced availability of certain international brands (because of Covid-19 and conflict-based
Ipsos Global Trends Series
pressures on global supply chains) forced people to reluctantly do without certain types of products or to use
local brand alternatives that they did not perceive to be of the same quality.
31 © Ipsos | Global Trends | Feb 2023 | Version 2 | PublicEXPLORE THE KEY FINDINGS
Ipsos
Ipsos Global Trends Website 307,512 followers
143 comments • 90 reposts
32 ‒ © Ipsos | KEYS Webinar February 2023BRAND SUCCESS: SHAPING & MEETING EXPECTATIONS Building Successful Brands Moneesha Banerjee Global Lead – Market & Brand KEYS WEBINAR – FEBRUARY 23, 2023 © 2022 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
THE WORLD IS CHANGING • Covid 19 • Remote Work/Education • E-commerce and Delivery • Gig Economy • Climate Change and Sustainability • War in Ukraine • Inflation • Supply Chain Issues • AI 34 ‒ © Ipsos | Doc Name
TIME TO
1 MILLION
USERS
Netflix 3.5 Years
Airbnb 2.5 Years
Facebook 10 Months
Spotify 5 Months
Instagram 1.5 Months
iPhone 74 Days
Chat GPT 5 Days
35 ‒ © Ipsos | Brand
Doc Name
SuccessTHIS OR THAT?
The MIT Beer Experiment
In a blind test when consumers were asked to chose which beer they preferred – A) Regular Brew, B) Regular Brew +
Vinegar
A
30% Prefer B
36 ‒ © Ipsos | Doc NameTHIS OR THAT?
The MIT Beer Experiment
Test 2 - (A) Regular Brew (B) MIT Special Brew
A
30% Prefer B 59% Prefer B
37 ‒ © Ipsos | Doc NameTHIS OR THAT?
The MIT Beer Experiment
Test 3 – B) Labeled as MIT Special Brew BUT disclosed as just regular brew + vinegar (after tasting)
A
30% Prefer B 59% Prefer B 52% Still Prefer B
That’s the power of shaping expectations…
38 ‒ © Ipsos | Doc NameWHAT DO WE MEAN BY SHAPING EXPECTATIONS?
What people feel and know about the brand and category
All the expectations people have about brands, including:
FUNCTIONAL/
SENSORIAL SOCIAL BUYING
EMOTIONAL
39 ‒ © Ipsos | Doc NameEXPECTATIONS HELP US FRAME AND INTERPRET
OUR EXPERIENCES
What people feel and know about the brand and category
All the expectations people have about brands, including:
FUNCTIONAL/
SENSORIAL SOCIAL BUYING
EMOTIONAL
40 ‒ © Ipsos | Doc NameSHAPING PEOPLE’S
EXPECTATIONS
ABOUT "CLEAN
BEAUTY"
41 ‒ © Ipsos | Brand
Doc Name
SuccessRIMMEL
“KIND & FREE” CREATIVE EXPERIENCES EMPATHY & FITTING IN CREATIVE IDEAS
FITS WITH
WAY I FEEL INFORMATIVE
ABOUT THE
I BRAND
LIKE
IT BRAND IS
DIFFERENT
FOR
BELIEVABLE
PEOPLE
UNIQUE LIKE ME
TOLD ME
SOMETHING
NEW
PLACE IN
POPULAR STIRRED
CULTURE EMOTIONS
WILL TALK
ABOUT ON
SOCIAL
PEOPLE MEDIA
ENTERTAINING
WILL TALK
ABOUT IT
SURPRISING
+4.4%
SALES IN 2021
The outspoken ambassador who demands a new
deal in beauty captures people’s expectations about CLEAN
beauty, revealed in the Kind & Free product offer.
42 ‒ © Ipsos | Brand
Doc Name
SuccessCAREFULLY SHAPED EXPECTATIONS ARE WHY
CONSUMERS...
Are able to
find this
“Vision starts with an expectation of what is around the corner.” – Prof. L. Muckli
Expectations are the
Think they will look good root of all experience
Think this... and feel good wearing this...
Prediction is not just one of
... will taste …or carrying this the things your brain does. It
better than this is the primary function of the
neo-cortex, and the
foundation of intelligence.
And find that they do And find that they do
“[the brain] anticipates every fragment of “Emotions are your constructions of – Jeff Hawkins, Author and
sight, sound, smell, taste and touch.” the world.” Neuroscience Researcher
– Prof. L. Feldman Barret – Prof. L. Feldman Barret
© Ipsos | Doc NameBRANDS CREATE VALUE FOR CONSUMERS BY… Helping people find what they need and want And enhancing the experience of using everyday products 44 ‒ © Ipsos | Doc Name
Successful brands come in all shapes and sizes… ..what unites them all? 45 ‒ © Ipsos | Doc Name
Great brands shape Expectations through Empathy for people
& the context of the dynamic & changing world around them.
EMPATHY TO DELIVER ANTICIPATE THE IMPACT TO SHAPE GREAT BRAND
WHAT’S IMPORTANT TO OF CONTEXT EXPECTATIONS
PEOPLE
Shape people’s expectations, so that only your brand experience can meet them
© Ipsos | Doc NameConsumers in the US chose Credit Cards mainly based on
how they deliver on functional expectations
Functional expectations have the single largest impact on brand choice in this category
© Ipsos | Doc Name
US Credit Cards : Ipsos 2023 R&D Findings 47 ‒On the other hand, the Beer categor y in South Africa
shows us how expectations of emotional payoffs can
impact brand choice
Connect with heritage, good Good times, high quality, Impress, high quality,
value for money, takes a sponsorship, inclusivity easy drinking,
stand
Connecting with consumers through things that matter to them, whether by
taking a stand or sponsoring events that resonate brands have found different
ways in, to the hearts of their consumers
© Ipsos | Doc Name
South Africa Beer : Ipsos 2023 R&D Findings 48 ‒Positive Expectations predict future
changes in market share
When people’s expectations of brands surpass their current
3X
share of purchase, this indicates likely future growth.
Because people gradually move towards buying the brands
they expect to meet their needs.
Brands that have more than their fair share of positive expectations are three times
more likely to grow than those that don’t.
© Ipsos | Doc Name
Ipsos Brand Value Creator Database Analysis 49 ‒EXPECTATIONS:
WHAT IT MEANS FOR YOU
WHAT IT MEANS FOR YOU WHAT TO DO
• Identify which expectations • Take existing expectations into
your brand can own, those it account when measuring the
can shape to its benefit impact of marketing and
communications.
• Frame the brand experience
and your brand expressions to • Align experience with
address and connect to these expectations.
expectations
• Know that Context,
experiences with other brands
and categories influence
expectations continuously
Measuring and managing expectations
50 ‒ © Ipsos | Doc NameWE ARE MORE THAN OUR SENSES Meeting Brand Shaped Expectations with Products Dr. Nikolai Reynolds 24 February, 2023
52 ‒ © Ipsos | Keys Webinar
53 ‒ © Ipsos | Keys Webinar
For that individual …who's voting thumbs up or down. That's who we think about… the complete USER experience Steve Jobs 54 ‒ © Ipsos | Keys Webinar
We take most of the money that we
could have spent on paid advertising
and instead put it back into the
Consumer experience. Then we let
the Consumer be our marketing
Tony Hsieh
CEO
Zappos
55 ‒ © Ipsos | Keys WebinarThe future of business
is going to be about the
front line... Connect with
consumers. Listen,
understand, act on the
feedback and learning
Alan Jope
CEO
Unilever
56 ‒ © Ipsos | Keys WebinarQuality perceptions have been little discriminating
independent of financial or pandemic crisis
Overall Liking Score for Product Performance on a 7-Point Scale
7
6
5
4
3
2
1
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
Source: Own analyses on the Ipsos Product Testing database on a 7-point liking scale
57 ‒ © Ipsos | Keys WebinarResearch has shown
product quality is holistically
determined by… TOP-DOWN PROCESSES
Reflect the perceiver’s beliefs, desires,
and expectations.
“there are two brain systems, one involving taste
and one recalling cultural influence ... in the
prefrontal cortex interact to determine BOTTOM-UP PROCESSES
preferences.”
Reflect characteristics of the stimulus
impinging on the sensory organs.
Source: McClure et al. 2004, Neuron, Volume 44, No 2, pp 379-387
58 ‒ © Ipsos | Keys WebinarBOTTOM-UP COVERS THE FIVE SENSES 59 ‒ © Ipsos | Keys Webinar
Sensorial bottom-up experiences inform about product performance The lines on a carpet after it has been vacuumed indicated to consumers that the floor is clean 60 ‒ © Ipsos | Keys Webinar
Sensorial bottom-up experiences inform about product performance The sting of mouthwash is often understood by consumers as an indicator of the strength/efficacy of a mouthwash 61 ‒ © Ipsos | Keys Webinar
Sensorial bottom-up experiences inform about product performance The unique sizzling sound of popping candy 62 ‒ © Ipsos | Keys Webinar
Sensorial bottom-up experiences inform about product performance The smell of cinnamon from a heating pad can be interpreted as its apparent effectiveness 63 ‒ © Ipsos | Keys Webinar
Brand formulated expectations connect with the top-down
process impacting product performance
BIG BIG BIG BIG BIG BIG
BRAND BRAND BRAND BRAND BRAND BRAND
ONE TWO THREE ONE TWO THREE
VS
64 ‒ © Ipsos | Keys WebinarContext can be created or “nudged”
CLT Product CLT Product
testing in winter testing in summer
SIMILAR RESULTS
VR
VR to simulate
summer
65 ‒ © Ipsos | Keys WebinarKNOWLEDGE CONTEXT
SENSORY ANALYSES
66 ‒ © Ipsos | Keys WebinarFurther information on this topic can be found in our Ipsos Views paper Download the POV 67 ‒ © Ipsos | Keys Webinar
THE LUXURY INDUSTRY
What consumers expect from the dream makers
Javier Calvar
24 February, 2023EXPECTATIONS
CONTEXT
EMPATHY
69 ‒ © Ipsos | KEYS webinarLUXURY IS WHAT WE DON’T NEED,
OR IS IT?
Creating value through aspiration and exclusivity
Aspiration
70 ‒ © Ipsos | KEYS webinarLUXURY IS WHAT WE DON’T NEED,
OR IS IT?
Creating value through aspiration and exclusivity
Exclusivity
71 ‒ © Ipsos | KEYS webinarPLAYING
HARD TO GET
Luxury does the opposite to what other categories do
+
Price
-
- Accessibility +
Source: Hermes
72 ‒ © Ipsos | KEYS webinarCONSUMERS’ APPETITE FOR LUXURY HAS REMAINED AS STRONG AS EVER The global luxury industry grew by 21% YoY in 2022 73 ‒ © Ipsos | KEYS webinar
EXPECTATIONS
CONTEXT
EMPATHY
74 ‒ © Ipsos | KEYS webinarDIGITAL HAS BECOME A FUNDAMENTAL PART OF LUXURY Consumers expect seamless interactions through digital channels 75 ‒ © Ipsos | KEYS webinar
CONSUMERS EXPECT TO BUY
LUXURY ONLINE
Gone in 18 seconds: online store sells out million-yuan Maseratis
Italian car-maker launches flagship store on Tmall with 100 Maserati SUV Levante
vehicles
Thu, Mar 24, 2016, 09:28
Source: China Daily
76 ‒ © Ipsos | KEYS webinarEXPECTATIONS
CONTEXT
EMPATHY
77 ‒ © Ipsos | KEYS webinarNOT ALL LUXURY CONSUMERS
ARE CREATED EQUAL
Luxury is an attitude
Fashionists Classics
“Stand out from “Beautiful objects,
the crowd” brand history”
26% of affluent consumers 15% of affluent consumers
Millennial men More women, older
High income Mid income
Source: Ipsos
78 ‒ © Ipsos | KEYS webinarNEW BUSINESS MODELS TO MEET EVOLVING CONSUMER NEEDS Not everyone wants to own luxury 79 ‒ © Ipsos | KEYS webinar
FROM PRODUCT-CENTRICITY
TO CONSUMER-CENTRICITY
“Luxury brands must shift their strategy and
be more consumer centric as opposed to […]
you've created the product and now
consumers come, love it and purchase.”
Erum Chaudhry
Vice President of Marketing, Parfums
Christian Dior
80 ‒ © Ipsos | KEYS webinarSUCCESS BREEDS COMPLACENCY.
ONLY THE PARANOID SURVIVE
Know your consumers, their motivations and expectations
1 Is your brand meaningfully exclusive?
Is the consumer at the centre of your
2 value proposiion?
3 Do all touch-points work well together?
Download the White Paper
81 ‒ © Ipsos | KEYS webinarAccess the recording, presentations JOIN US for our next KEYS webinar:
and resources from this episode Thursday, March 23
11:00 & 17:00 CET
WHY CONTEXT
REALLY MATTERS
Cultures | Countries | Communities
[Webinar] KEYS - Great expectations | Ipsos
© Ipsos | Doc NameYou can also read
