News
2011
12.10.2011, Paris.
Ipsos announces the successful completion of the acquisition of Synovate, creating the third largest global market research company.
Ipsos announces that it successfully completed yesterday the acquisition of the Synovate business for an enterprise value of #525 million. Following this transaction, Ipsos becomes the third largest global market research company with 16,000 employees working in 82 countries.We are very excited. Ipsos and Synovate are two research agencies with shared values. The synergies and understanding of our industry and the business at hand is immense, as is the mutual respect for each firm's people, products, and capabilities.
For our clients that will translate to more and more varied research possibilities as thousands of talented professionals come together to implement a widened portfolio of analytic solutions, leverage an advanced operational infrastructure, and offer expanded counsel with more knowledge on the ground offering more insight in more countries than ever before.
Ipsos Russia and Synovate Comcon have proven their success over the years in which they have been operating in Russia. Both companies have established themselves on a basis of providing a high quality of service, competence, professionalism and flexibility. Both companies have products and values which are highly reputable in the market.
This is why we believe the process in Russia will require more time than in some other countries, and over the next three years we will work towards making it happen. This decision, made jointly between Ipsos and the Synovate Comcon co-owners, was deemed to be the best for Russia, both for our clients and our employees.
The two companies will continue to play a key role in the Russian market. They will continue to work independently and maintain their own brands and their full range of products, ensuring stability and continuity in supporting your business needs.
27.07.2011, Paris.
First half 2011, Good news and very good news
Revenues: 558.2 million eurosOrganic growth: +6.3%
Net profit attributable to the Group: +17.8%
Paris, 27 July 2011. Following 6.2% in the first quarter, Ipsos achieved organic growth of 6.3% in the first half of the year, again above the target of “over 5%” set at the start of the year.
Read the full press release at www.ipsos.com
27.07.2011, Paris.
Ipsos has reached an agreement to acquire Aegis Group plc’s market research business Synovate, creating the third largest global market research company.
Jean-Marc Lech and Didier Truchot, Ipsos Co-Presidents, are delighted to announce today that Ipsos has entered into an agreement with the Board of Directors of Aegis Group plc (”Aegis”) to acquire 100% of Synovate, excluding Aztec, for an enterprise value of £525 million (€595 million).Read the full press release at www.ipsos.com
27.04.2011, Paris.
First quarter 2011
Growth confirmed: Revenues up 9.8% to 260.1 million euros
- Organic growth was 6.2%, fully in line with the full year target of “over 5%” already announced by the Group; this was despite the persistent downturn in the UK opinion research market – which had been expected – and the effects of the crises in the Middle East and Japan – which had not.
- Exchange rate effects contributed 3.5% to growth at Ipsos, reflecting the strengthening of several emerging economy currencies against the euro as well as that of the Australian and Canadian dollars.
- Scope effects related to the integration of the Survey division of TMG (Panama and Costa-Rica) account for 0.1%.
Read the full press release at www.ipsos.com
21.04.11, Moscow.
Ipsos Russia held the conference entitled "C.O.D.E. Ipsos" based on the constantly changing market conditions in Russia and on a global scale relating to the Customization, Optimization, Digitalization, and Evolution of market research tools, marketing processes and advertising trends in Russia.For more information, please visit the conference website at code.ipsos.ru
2010
01.12.10, Moscow.
Ipsos ASI Russia and CEE - Management Changes.
Elena Speer (leading the Ipsos ASI in Russia and Ukraine for the past five years and increasing business 5 fold) takes over the roles of President of Ipsos ASI in Central and Eastern Europe. In her new role, Elena will be supporting the talented and experienced teams we have in place throughout the region today, helping them to further accelerate the growth of Ipsos ASI business.Jared Moran is appointed Managing Director of Ipsos ASI in Russia. Jared, joining the Russian Ipsos ASI team in 2007, will be responsible for implementing and maintaining solid administration of the Ipsos ASI business and ensuring the strategic management of all Ipsos initiatives in advertising research in Russia. Since he joined Ipsos ASI in 2003 in Parsippany, New Jersey, Jared has extensive experience in both Copytesting and Tracking specialties, and helping to grow the Tracking and Copytesting Divisions in Russia.
27.11.10, Paris.
Third quarter of 2010
+6%, +9%, +10.5%
Here's to growth!
Up 21.3% to 812.5 million euros,
Organic growth: 8.7%
On a like-for-like basis and at constant exchange rates, revenues were up 10.5%, after a first quarter at +6.0% and a second quarter at +9.1%. It is the first time since the first quarter of 2007 that Ipsos has registered double-digit organic growth.
Ipsos' revenues for the first nine months of 2010 totalled 812.5 million euros, up 21.3% compared with the same period of 2009. At this stage, it is clear that for the first time, Ipsos' annual revenues will exceed by far the one billion euros mark.
Read the full press release at www.ipsos.com
28.07.10, Paris.
First half of 2010
Ipsos regains its crescendo
Revenues: 528.8 million euros
Total growth: 18.1%
Organic growth: 7.7%
Read the full press release at www.ipsos.com
20.06.10, Moscow.
Research innovations for marketing innovations.
BrandStretchTM, Market LandscapeTM
(since 2010 under the Brand PerceptorTM)
And while package designs, concepts or price range testing is more or less helpful in helping Marketing with next steps, the so called strategic research (Market segmentation, U&A, etc.) tended to be more abstract, providing quite a vague answer to "what should I do next" question. IPSOS provides a new, state-of-art SERVICE of integrated market segmentation, devoid of the aforementioned criticism and giving a practical opportunity to elaborate very precise (substantiated by measures-based not theoretical) recommendations on:
- optimization of current brand portfolio, detailed recommendations on:
- Optimization of positioning - both relating to consumer needs and brands choice drivers as well as optimizing your target audience definitions
- Verification of brand names/descriptors' compliance with consumer understanding of the market
- Checking whether your pack communicates the right and meaningful things to the consumer
- Optimization of retail strategy
- Optimization of brand portfolio, possible delisting opportunities
- Recommendation on directions and strategies for innovation:
- Search of niches in the market - based on consumer needs and satisfaction - including quantitative prioritization of opportunities
- "White space" in the category signifying possible trends of innovation
- Quantitatively defined directions for brand stretching, numeric assessment of stretch possibilities
- Indication of the higher-potential innovation platforms
- Testing of product and brand concepts / ideas
- Sales forecast for the worthy ideas
Importantly, this rich body of data is visualized and graphically presented as maps - i.e. a new market niche or new innovation platform can virtually be 'discovered' on the map. That facilitates marketers' dealing with large amounts of U&A/segmentation data.
Maria Potanina: "I'm so much so impressed by the actionability of conclusions and recommendations resulting from a Market Landscape study. Cutting-edge complex analytics behind this approach is not the goal in itself, but rather helps arriving at simple and clear recommendations as to how the brand should develop in the future".
For more details please contact: +7 (495) 981 5646 or Maria.Potanina@ipsos.com
20.05.10, Moscow.
Beyond the Fringe - 2010. Ipsos Russia Conference
Ipsos Russia held the "Beyond the Fringe - 2010" conference dedicated to new marketing research approaches which allow to go beyond the standard marketing tools and establish new guidelines for marketing, advertising and brand consulting.
Questions which typically remain understudied while using the traditional research approaches were answered by experts of the company.
Issues addressed by the Ipsos speakers included: Is advertising successfully reflecting social changes and values; Research innovations for marketing innovations: Brand Perceptor; Ideation: Open your mind and foster creativity!; Sponsorship effectiveness; Push advertising to ultimate edge with Next*Connect.
The best 2009 ads awards closed the conference. Winners were Schwarzkopf & Henkel, Samsung, Colgate Palmolive and P&G. Nearly 120 clients were in attendance.
For more information, please visit the conference website at http://fringe.ipsos.ru
11.05.10, Paris.
First quarter of 2010
A return to growth:
Revenues up 14.3% to 236.9 million euros
Read the full press release at www.ipsos.com
2009
30.07.09, Moscow.
Ipsos ASI Launches a New Post-test Product.
Brand*Graph Express is a new fast, affordable tool to assess and maximize copy and media performance. This light post-test instrument allows to evaluate ad in any media and answer if the ad had an impact on driving sales / consumption profile and created emotional response, should we use the same copy in future and what media plan is optimal in terms of achieving needed level of brand awareness, Equity parameters and purchase intent.Brand*Graph Express provides insights and recommendations on how to enhance advertising performance and media efficiency so that you can most effectively build your brand.
- Is my advertising reaching my intended audience?
- Is my brand being linked to the ad?
- Are key messages reaching consumers?
- Is the ad engaging and effective?
For more details on this and other market research solutions, tools, and products, visit www.ipsos.ru/asi/products.html
July 2009, Moscow.
Two New Research Tools Help Clients Build Their Brands
Ipsos Marketing Launches New Brand Research Products to
Strengthen and Extend Brands.
PERCEPTOR Plus advises consumer product companies on how to optimize consumer share of choice and increase loyalty to their brands. The new tool uses a dynamic, predictive model that considers all aspects of a brand's composition: functional properties; brand image; emotional needs served; and personality. It also assesses the brand's value by taking into account the importance of price to predict brand choice.
BRANDStretch helps consumer product companies identify categories that represent the best opportunities for extending their brands. The tool answers critical questions about the brand, its place in the market, the potential opportunities for extending into new categories and addressing new needs, and the impact that extension would have on the brand.
"Brands behave similar to living beings, so it is important for Marketers to understand what feeds the brand, what growth potential it has, and how consumers will interact with it," says Lauren Demar, CEO of Ipsos Marketing, Consumer Goods. "These two new products enable Marketers to nourish and grow their brands. PERCEPTORPlus takes a holistic view of the brand's essence-its body and soul-and BRANDStretch examines opportunities to give a brand new life in different categories. Knowing how and where a brand can grow will allow it to thrive and succeed."
Sunando Das (Vice President, Global Product Center) and Curt Stenger (Senior Vice President) of Ipsos Marketing, Consumer Goods were heavily involved in the development of these new offerings. According to Das, "Our clients are committed to their brands and need the latest and most relevant information to keep those brands flourishing. Ipsos Marketing is equally committed to that task. By developing innovative products such a PERCEPTORPlus and BRANDStretch, we continue to meet those needs and provide our clients with information that is fresh, insightful, and actionable."
PERCEPTOR Plus and BRANDStretch are part of a continuously innovative suite of products designed by Ipsos Marketing to help clients build, maintain, and grow successful brands throughout all stages of the product life cycle. For more details on these and other market research solutions, tools, and products, visit www.ipsosmarketing.com.
22.04.09, Moscow.
Ipsos Marketing Russia presented new Ipsos qualitative research techniques employed on different stages of the innovation funnel. The presentations were held within the frames of the «More of high-quality products!» conference that took place in Marriott Courtyard Hotel.
“Finally, the qual department of Ipsos Russia got its own set of Ipsos branded products and solutions. From now on, we can offer our clients the inter-departmental holistic branded approach – exactly what they need – and work in full synergy with our colleagues from the quant and ASI business-units. We are fully armed and properly equipped to deal in the highly competitive Russian market,” - commented Alexei Verizhnikov, Head of the Qualitative Department.
The modern situation in the world presents many companies with a dilemma – on the one hand, it’s crucial to develop and introduce new goods and services, be first with offering them. On the other hand, implementing novelties implies incurring certain expenses and there is no guarantee that the novelties would find ready market. Thus, a problem of search for those particular innovations which would be noticed and put forth arises. Trend Tours™ technique considers a trend’s generation conditions, and various factors, the input of which could influence its potential and power.
The Trend Tours™ is performed for developing new market segments, making important changes in product’s format, for implementing new technologies, as well as for introducing large scale modifications of packages. “The technique is workable first of all when it’s needed to do a break through, to move product on a brand new level. It’s employed for such segments as food products, fashion and style, interior decoration, beauty industry, car business, tourism”,- Ekaterina Kutikina, Senior Consultant of Ipsos Russia’s qualitative research department, explained.
The dream of most manufacturers is to become closer to their consumers, to get to know them better, to obtain first-hand information. And, as opposed to traditional focus-groups, Consumer Direct™ technique provides an opportunity not just to obtain such information, but also to communicate with consumers directly. “The technique allows to immediately check consumer response towards the ideas generated by client in the course of discussion, which finally saves time and makes a positive impact on the process’ overall efficiency”,- Anna Bolshakova, P&G Team Leader of Ipsos Russia’s qualitative research department, reported.
Creativity and forcefulness of Internet communities simply do not allow ignoring their opinion, especially when it concerns new products’ development or ads’ testing. The size of the Internet audience, which as of the autumn of 2008 made 37.9 million people (users aged over 16), would be 5-6 millions larger if taking into account adolescents. It’s more than 30% of total Russia’s population.
Most research tasks could be solved with the help of on-line methods; meanwhile this group of techniques works extra efficiently for studying the audience aged below 25, as far as a manner and etiquette of communication adopted in the RuNet is more familiar and, thus, allows them talking more freely and broadly. On-line is applicable for learning trends and searching for new businessniches: in order to spot a trend while it just originates, capture changes in target audience’s preferences and be able to use the opportunity emerged, it’s needed to permanently monitor the condition of the Internet communities. Consumers’ creative potential might be used while creating new products and advertising concepts. Along with this, the advantage of the Internet medium is that it allows very quickly and precisely identifying those who are really able to generate new ideas. On-line techniques are widely applicable for studying the level of satisfaction with a product, a service, or a trade mark.
Such categories as cars, home appliances, electronics, bank services, air companies, hotels, and etc. are best fitted for on-line researches. To conduct online researches, Ipsos Russia employs such approaches as Mystery chatting (the most authoritative experts in a category are identified in the RuNet, and at the final stage such “category trendsetters” are invited to give a personal interview), on-line community, on-line focus-groups.
As a minus of on-line researches, mystification might be considered. “Actually, it is uncustomary to disclose one’s personal information to the first comer in the web, but it’s either uncustomary to conceal it. Any incidents when girls write pretending to be a guy or, for instance, young men introduce themselves as worldly-wise, grayhaired professionals, are rare enough. And, tellingly, such hoaxers can be easily spotted. A respondent may conceal his age, sometimes - income, but he can’t simulate his knowledge of the category under discussion”, - Sergey Sheykhetov, Research Director of Ipsos Russia’s qualitative research department, said.
The results of Shopper purchase behavior research conducted by Ipsos Russia in April 2009 were presented within the conference. Basing on the study results, the conclusion can be made that people are not ready to abandon a habitual level of consumption, and an accustomed level of comfort. Any abandoning is perceived as asperities. Many manufacturers and retailers have well seized purchasers’ sentiments and have already made «anti-crisis offers» to their buyers. “As the study has shown, any communication reminding of the crisis, and all the more suggesting to save on / reduce / abandon consumption of accustomed products and to replace them with goods of a lower price segment, just offends”, - Anna Bashkirova, Business Development Director of qualitative research department, commented.
Demand for immediate getting of information on interests and needs of the audience has served as a reason for developing the Qualitative Media Panel. “This research approach helps getting the latest update as it’s seen by consumers”, - Raisa Levshina, a senior manager of qualitative research department, reported. The notion of "the economics of attention" was considered in the presentation of Konstantin Efimov, a senior analyst. Using spectacles with an integrated camera, one can study a structure and a kind of reading, measure the time spent on reading of some or other articles in a newspaper, or a magazine. While doing “shelf” exercise, one can see what particular covers attract attention in the first place. Camtasia Studio software is used for testing web-sites’ interfaces and software products. It allows revealing typical users’ mistakes and fixing the time needed for decision making, as well as an interest towards particular sections or site pages.
At conclusion of conference Sergey Sheykhetov presented PackLab, and Maria Potanina announced the Next Generation of Forecasting.
31.03.09, Moscow.
Ipsos ASI Russia held a client Breakfast "Anti-Crisis Menu". The Breakfast was focused on Advertising Research innovative tools that help to optimize creative part of the campaign as well as communication media plan in the current crisis environment.
Over 120 clients were in attendance, including BeeLine, Citibank, GE Money Bank, Kraft Foods Int, Mars, Michelin, Nestle Russia, Procter & Gamble, Reckitt Benckiser, SAB Miller, Wrigley, SEB Group to name a few.
Theses
Vinaigrette"The Global Crisis"
Alex Gronberger, President of Ipsos ASI for Developing markets.
- Crisis is calmless time full of discussions, assumptions, suggestions, advices from all around. Who if not world marketing Gurus aware of the numerous previous crisises can help with their expert opinions in these hard times?
The presentation is focused on typical misleading opinions arising among companies in the crisis periods. It is shown what consequences can follow these misleading ideas. The presentation contains the examples of the some world famous companies activities in the crisis periods, which probably would be helpful for you. The expert advices of the top marketing professionals regarding the ways of crisis overcoming are analysed. Blini with Caviar
"Crisis in a Russian manner"
Elena Speer, Managing Director Ipsos ASI Russia & Ukraine
- Crisis - Is it myth or reality? How crisis is perceived in our consumers' mind? How the living standards of different social classes have changed? Has the basket of goods changes? What products could be rejected by consumers during crisis?
The main objects of this survey are to define and summarize consumers' behavior tendencies in Russia during crisis. We evaluate crisis influence on living standards of different social classes; range needs by importance and necessity in daily life. We analyze changes in consumer basket of goods: what people could refuse and on what they are going to save money, what is going to be basic and constant need and what will be popular among consumers and be much in demand. Also we can define what impact of crisis will be on consumers' trends of different categories in future.
Download PDF (Russian version only) 
"Next*360: how to cook the creative campaign"
Julia Choutova, Client Service Director
-In today's dynamic media environment, savvy marketers no longer rely on single ads in traditional media. But how do you know whether you multimedia communications are working together?
Ipsos ASI has the expertise and the research tools to evaluate multiple ads and multimedia campaigns holistically - and to measure the contribution of each message - to engage the consumer, drive sales, and reinforce brand equity, across the whole range of consumer touch point. Next*360 brings the proven methods and sales-validated measures of Next*TV to an interactive, multimedia pretest. Evaluative measures gauge the campaign's overall potential for visibility, branding and persuasion. A unique rotation analysis shows you what each message contributes to the whole. In-depth diagnostics reveal what's working, what's not, and why, to help you refine the fit and the mix across media.
Download PDF (Russian version only)
"Brand*Graph 360: how to optimize media plan" (methodology and summary of experience)
Dasha Arkhipova, Co-Director, Tracking
-How to optimize the advertising investments in the situation of the world crisis?
Brand*Graph 360 methodology allows to answer this question. Basing on data received during this kind of studies, we can evaluate which of the chosen media channels worked well and which ones did not work to the full extent. Not effective channels can be avoided in the future campaigns and either redirect the investments into more effective channels or even reduce the amount of investments. After conducting significant number of Brand*Graph 360 studies in Russia and abroad we could summarize the data regarding performance of different channels. Which channels are more effective in Reaching the audience? Which channels make better Impact? You can fins answers in this presentation.
Download PDF (Russian version only)
"On-line order"
Tatyana Maryina, Project Manager
- How to reach sophisticated business audience and save time/ money at the same time? How to make procedure of surveying and data quality controlling easier? How can a respondent be involved into fascinating performance instead of boring interviewing and put his answers in convenient moment and place?
Researches in global web open up fundamentally new horizons. Growing Internet users incidence, good representativeness of professionals and other narrow targets, targeting profile capacities, time and cost efficiency, real flexibility and considerate intrusion into private respondent's life, no interviewers bias and no interviewing/ regional supervising control: all these factors drive Clients to apply for research via Internet.
Russian panel of Ipsos is a part of international Ipsos Interactive Services Panel which accesses to over 2 million panelists in 24 countries and has more than 10 years experience of online researches and panel management.
Since autumn'08 we started to enrich Russian panel by contacts of respondents from our F2F surveys and conduct programming in our office. Ipsos ASI product range is already adapted to online. Multimedia capacities (visuals, videos, virtual shelves, sounds, flash technics) and conversational mode make survey stimulating for respondents and create insightful questionnaires with use of our special instruments such as MagTest/ MagContest, HotSpot, Emotitrace, Emotiscape, Sound assisted system, etc.
Download PDF (Russian version only)
"AdLab: express Copy Testing"(methodology and demonstration)
Alexandra Arablinskaya, Senior Client Service Manager
Ànastasia Vakulenko, Senior Project Manager
-Crisis makes time more valuable, including time for pre-airing advertising evaluation. How to pre-test ads really fast?
Next*AdLab is the latest of Ipsos ASI's Next pretesting solutions in Russia but already gained its credit abroad and among those Russian Clients who have used it. Next*AdLab offers real-time results which gives you opportunity to discuss the results right during the test. Therefore Next*AdLab is a flexible and fast tool that helps to test any kind of creative (animatic ads, storyboards, videoboards and even advertising strategies) in very short periods with up to 3 stimuli being tested in a single day. In the morning, our clients arrive with their ads, and in the evening they know what actions need to be taken next.
Download PDF (Russian version only)
2008
09.10.08, Moscow.
Ipsos Russia held a Conference entitled "Emotional Marketing", dedicated to the role of consumer emotions and emotional response to brands and to advertising.
The 2008 TV Ads Awards closed the Conference and were awarded to P&G and SC Johnson.
"Homo Post-Soveticus" Cultural code.
To a considerable extent, consumer decisions are taken under the impact of the subconscious archetypes emerging within the framework of this or that national culture.- Why this elementary truth was ignored for so many years in the international market and research communities?
- What are the challenges for Russia at the current moment?
- What does the culture code for Russia consist of?
- Alexei Verizhnikov, Director of the Qualitative Research Department:
- "There is no any "Masonic" plot behind what concerns the unwillingness of Western multinational companies to take into account the national specifics of developing markets. The problem lies in eternal egocentrism of the West which perceives itself - let it be right or wrong - as the "Navel of the Globe." From this egocentric perspective, the culturally determined nuances of developing markets are disregarded. However, the configuration of the world power centers seemingly changes. Such developing markets as China, India, Brazil and Russia are coming to the fore.
So, for international corporations it would be expedient to explore the culture codes at least of those four current locomotives of the world economy. Summing-up, in order to meet adequately ever more complicated consumer demands on the developing markets, it is necessary to pay greater attention to the national specifics. This is to be done as local consumers are becoming more self-confident and proud of their identity. Concerning Russia in particular as one of the biggest developing markets, under these new circumstances, it is absolutely necessary to understand what does "Russia's culture code" consists of. Without this understanding, any marketing strategy will never be truly successful".
Alternative middle class: Who are those people?
The Russia's middle class. Despite the availability of several hundreds definitions for the given social group, a more or less similar stereotype has been established in the Russian marketing community - a young person working in a Western company, purposeful and rational, spending holidays abroad, and trying to emulate the western consumer standards in general. To what extent does this stereotype meet the reality?- Sergey Cheikhetov, research director, qualitative research department:
- "The study conducted by the Ipsos qualitative department in 2008 showed that a considerable part of the Russian middle class consists of the people whose way of living and value system differ radically from those of a typical representative of corporate culture. They also have little in common with the western lifestyles in general"
- Konstantin Efimov, senior analyst, qualitative research department:
- "Foreign travel often serves as one of the key markers of belonging to the middle class. But whether this is applicable to the considerable part of the middle class we are talking about?
Our study showed that the interest of the above segment to other cultures is rather low, especially what concerns the age group 25-30. The issue is not the language barrier, but the cultural isolationism: lack of interest to any cultural context that is different from the one they were socialized in. Participants of the study were truly bewildered why they should cover such a big distance while travelling abroad if they can get at home all that they really need - swimming, fishing and drinking".
The study was conducted in Moscow and Yaroslavl and comprised ethnographic research (friendly "triads" at respondents' homes, and shadow-tracking in leisure venues) for alternative middle class, as well as in-depth interviews with yuppies.
More detailed information on the study can be obtained from Sergey Cheikhetov or Konstantin Efimov by calling: (495) 981-56-46
Emotions and other factors influencing product choice.
Understanding the role of different drivers of brand/product choice is an important though already rather conventional task. Existing research tools already offer a broad range of instruments for brand positioning and asset evaluation. Currently Ipsos is completing the development of Perceptor Plus - a new instrument that will be offered to the Russia's market in 2009.Perceptor Plus addresses a need for a Holistic, Diagnostic and Predictive model which explains the drivers of Brand Choice in the context of different sets of attributes relevant in consumer decision choice process
- holistic
The model comprises an analysis of both traditionally included in modeling explicit (pronounced functional and image attributes of a brand/product), and implicit components (emotional needs and values/ social identity) - diagnostic
Rich diagnostic capabilities allow reveal specific factors and leverage for consumers' preferences - predictive
The model possesses a fair prognostic potential and allows evaluating market share surplus through strengthening of one or another factor (both rational, and emotional)
- Maria Potanina, Director of quantitative research department:
- "The model's distinctive feature is that it's not the influence of different factors on a declared intent to purchase, which is studied, but the influence on real choice of respondents made in competitive environment. Besides, price factor is introduced into the model basing not on an abstract perception level, but on the base of analyzing real product choices in various price scenarios. That allows drawing the modeling results considerably nearer to reality".
- Maria Potanina:
- "our study has shown that naturally the role of price in this market is very important: respondents' choice can just 60% be explained by their general preference, and 40% - by price.
Along with that the analysis of general preference made prior to considering the price factor showed that the premium alcohol market is somewhat less "emotional", than it might have been expected. Total share of functional attributes (such as color, taste, smell, beautiful bottle, technology/product's purity) in the general preference makes 39%. Other 30% - fall at brand image (mainly - respectability and fashion). Aggregate "weight" of factors related to emotional needs- 21%, to personal values - 10%".
The study was conducted in Moscow in September of 2008 using 400 on-line interviews with buyers of premium price segment alcohol were conducted. Resultant analysis including a simulator of which predicts the effect on share of choice as a function of specifc marketing positioning strategies is available for review.
More detailed information on the study and extracted results can be obtained from Maria Potanina by calling: (495) 981-56-46
Brand Associations across the 5 Senses.
The development of consumers' loyalty to a brand and the ability of a brand to generate purchase interest depends not only on our advertising and communication programs. Whether consumers want to or not, they intepret and evaluate products based on their five senses, which in categories where product performance (with similar forrmats and price) is similar, differentiation across emotions and the senses can provide a competitive advantage. The Sense*FULL module helps our clients understand how strongly consumers associate brands across the five senses (touch, look, taste, smell, sound), to identify unique strengths, weaknesses or opportunities for further driving brand success.- Jared Moran, Director - Client Service, Tracking & Copytesting:
- "...different senses activate different areas in the brain, and the more senses a brand can activate, the more consumer involvement - and the better chance a brand will be retrieved later. Moreover, from our internal research using this module, we see that consumers' committment levels to brands increase along with sense associations".
Non-verbal evaluation of emotions in advertising.
Often, the accent in market research is made on evaluation of consumers' rational interpretation while ignoring the influence of emotions which is in part, due to the complexity of isolating and identifying the emotional impact. Nevertheless, emotions are strong contributors to consumers decision making and require our understanding.Ipsos, as part of our continued Research & Development, has developed Emoti*Scape, a additional tool based on a map of emotions which helps us better understand respondents' emotional response to both advertising and the brand itself.
Based on our internal research using this tool, we see a very strong relationship between emotions and consumers intent to purchase a brand. The more emotionally positive respondents’ attitude to a brand, the stronger their desire to buy it. Moreover, stronger emotional evaluations are seen for brand which consumers identify as "Brand Bought Most Often" and "Favorite Brand", where as the latter, which in itself demonstrates a more emotional connection with the brand, shows strong evaluations, especially among female consumers.
- Daria Arkhipova, Ñî-director of tracking projects department:
- “Why is the non-verbal evaluation of emotions important? Emotions influence a consumer's attitude to a brand. However, often it is difficult for people to describe their emotions with words. Therefore, we use the Emoti*Scape, our map of emotions, in order to evaluate respondents’ emotional response to a brand and advertising”.
ASI Secrets: how emotions influence KPIs of the advertising
across countries (incl. Russia)
- Elena Speer, Managing Director, Ipsos ASI Russia & Ukraine:
- "Overall, the Western and Eastern Europe are similar in terms of factors influencing advertising effectiveness.
However, in Eastern Europe those commercials which get positive emotional evaluation, show better results than in Western Europe.
At the same time, for more sophisticated Western European consumers some rational aspects of advertising are more important - whether it carries some new or important information on brand. Nevertheless, in both regions the advertising shows itself more effectively, if it has balanced combination of rational and emotional components in the message.
Apart from that, evaluation of a brand advertising by consumers in Eastern Europe largely depends on how the advertised brand is perceived, which is less typical for Western Europe".
19.06.08, Moscow.
Ipsos Russia held a Conference entitled "Shopper Insight", dedicated to shopper research.Heather McCarthy, Global Shopper Research Director, presented Ipsos approaches to Shopper Research as well as learnings and trends in the international shopper sector.
Maria Potanina, Group Director, Ipsos Marketing, presented Ipsos credentials in Shopper.
Using research specifically commissioned for this event, Evgeniya Khoprichenkova, Quantitative Deputy Director, Ipsos Marketing, presented a local perspective which combined quantitative results with observational data from modern trade retail.
Purchases in supermarkets. Plans and reality.
When entering the supermarket, 80% of buyers already know what goods they are planning to purchase.
However, the overwhelming majority of buyers purchase much more categories and products than was planned by them initially.
This behaviour is more characteristic for major "weekly" purchases, when the number of actually purchased product categories is more than twofold exceeding the planned purchases named at the store entry.
The overall variety of purchase baskets can be conventionally divided in several types (segments):
The number of supermarket shoppers with different "purchase baskets"
Corporate brand of trade network.
Corporate-branded products of "PEREKRYOSTOK" store chain are highly popular with the buyers. 47% of shoppers have bought at least one item of goods under the brand "PEREKRYOSTOK". The most popular product categories include dairy products (23% of all buyers put PEREKRYOSTOK-branded dairy products in their purchase baskets and 19% - non-alcoholic beverages).
Combination of acceptable quality and attractive price is the major benefit of PEREKRYOSTOK-branded products. 59% of buyers of these products mentioned this reason as predominant for their product choice.
It should be also noted that PEREKRYOSTOK Brand has already molded a certain number of its loyal consumers, who 'are permanently buying goods of this Brand" (19% of the total number of Brand's purchasers).
Shopper behavior near the store shelf.
The study was also dedicated to particularities of shopping behavior near store shelves in different sections of supermarket with estimated efficiency of different efforts. Among the buyers choosing products in different store sections (but not among the passers-by), the most typical behavior algorithms include:
- "Remote" viewing (the type - "Observers") - they generally stand aside from the middle of the section at such distance so that to overview the whole section. Such consumers don't come up to the shelves too closely during choice-making and don't take products in hands (except when buying them)
- Search - the shoppers walk to and fro along the section, moving chaotically in search of necessary products without close "contacting" with products on the shelf (that is - they don't take products in hands, don't scrutinize them)
- Examination - The products are closely examined, the shoppers take them in hands for better scrutinizing and study the info on the pack, comparing several variants.
About the study
The study was held in April-May, 2008 within "Perekryostok" chain of Moscow supermarkets and covered individual interviews with shoppers (at the entry / exit of the store) as well as observations of their shopping behavior. In the frame of the study there were held 837 interviews with more than 13000 analyzed observations.
2007
26.09.07, Moscow.
Ipsos ASI Russia held a client Breakfast "NEXT STEPS IN ADVERTISING".The Breakfast was focused on Advertising Research and new innovative tools that are available for measuring media performance. Ipsos ASI Russia specialists presented a whole range of research tools for evaluating advertising at different stages of development and in market performance: from choosing and optimizing ad strategies to assessing brand positioning and identifying further potential for growth. One of the most engaging moments of breakfast was real-time testing of AdLab method. At the end of event, clients also participated in a quiz testing their recall of the previous presentations with the lucky winners taking away a copy of the book "Gimme!" by John Hallward.
Please visit our web page www.ipsos.ru/asi to learn more about a whole range of research tools.
15.03.07, Moscow.
Ipsos Russia held a clients’ conference called "INNOVATION RESEARCH" was dedicated to new product development and research techniques that help clients along the innovation funnel. Ipsos specialists presented a whole range of research tools for assessing new initiatives at different stages of the innovation funnel - from the early stage of concept generation and development to in-depth assessment of different mix elements and market potential forecasting.
15.03.07, Moscow.
Beyond the Fringe. Ipsos Russia Conference
Ipsos Russia held a client's conference "Beyond the Fringe". The Conference intended to highlight the issues which typically remain understudied while using the traditional research approaches.The event took place in a highly regarded Art Gallery.
- Is that true that consumers have definite male and female decision-making stereotypes?
Konstantin Lebedev, Quantitative research department deputy director:
- Our research has revealed 4 types of respondent - beside the "stereotype" males and females, there are also intermediary types - females making "male" decisions, and males who are more often considering "female" criteria in decision-making.
- What is the difference between the 2000's generation and the young people of the 1990's, and how is it reflected in their consumer awareness?
Sergey Chekhetov, Qualitative research department deputy director:
- Nowadays young people don't want to purchase prestigious goods, they do not believe advertising in general and are making their best to stay apart from the "consumerist society". Ipsos Russia has undertaken a complex research of the millions-strong virtual young audience, that is, the Russian-speaking blogging space. Blogs seem to be a rather powerful factor of cultural formation in Russia. Most of the new trends in the youth's culture - in hobbies, slang or fashion - are appearing and spreading via blogs.
Konstantin Efimov, project manager, Qualitative research department:
- There is an obvious trend setting in to reject the "achieving" values - status, successfulness and consuming. Despite the fact that money still remains a significant motivator, its value is never absolutized as it used to be in the 1990s. It is becoming just one of the resources, a means rather than the goal. For bloggers, new vivid impressions, freedom and authenticity seem to be becoming more valuable.
- Is the brand communication in Russia perceived precisely in the way it was initially intended to by its developers and the clients?
Alexey Verizhnikov, Qualitative research department director:
- The mind of Russian consumers readily and emotionally accepts mainly the brands which provide a clear message style, which is free of context and the necessity to discriminate. The rest of the brands are turning, by and large, into symbolic markers allowing a consumer to get oriented among the various price-quality patterns.
- Which communication channels could help in establishing and maintaining strong consumer-brand ties? Anna Bashkirova, Business development Director, Qualitative research department:
- Advertisers are starting nowadays to pay attention to alternative communication paths to the consumer. Non-standard solutions are gaining importance now: vividness and provocativeness allow to attract more attention and set the brand apart in the mind of the consumers, as well as provide for better retention of an advertising campaign.
- Which basic communications are used in present-day Russia and which ones are of the best perspective?
Elena Speer, Managing Director, Ipsos ASI Russia & Ukraine:
- The results of the research made in 2006 by Ipsos ASI in cooperation with the "Advertising industry" journal, the main communication channels used at present in Russia are the traditional ones: sales area advertising, press and the TV. Unlike in European countries, street advertising is wider used in Russia, while online and mailing list communications are quite weak. The least used, though in all countries studied, is the cinema channel, as well as non-traditional carriers and cell phones. Judging all the communication means by the usage effectiveness criterion, Russia appears to be peculiar to have a local brand - BeeLine - as its leader, unlike other European
countries where international brands lead, such as Coca-Cola and Nike.
Alejandro Gronberger, President Ipsos ASI Europe, presented a new consumer research tool "Brand*Graph 360°"
The conference closed with the awards of the most effective TV commercials of 2006. The winners were Mars and Inbev.
The conference was attended by over 130 clients, among them BBDO, BeeLine, Ñîñà-Ñîlà, Danone, Japan Tobacco International, Masterfoods, Nestle, Pepsico, Procter & Gamble, Reckitt Benckiser, Siemens, Unilever, Visa International, etc.
2006
28.04.06, Moscow.
Ipsos ASI team resumed internal ASI breakfasts which are conducted each Friday.The theme of this Friday breakfast was “An introduction to Ipsos-ASI. Advertising Evaluation System”
The following issues were on the agenda:
- Our Philosophy on Brand Building and Advertising
- Ipsos-ASI Portfolio
- Next*TV
Julia Choutova, Director of Ipsos ASI Copy Testing, stated in her speech with Ipsos ASI copy-testing tools - Next range which is Next TV, Next TV Express, Next AdStrat, Next Idea, Next Print, Next Outdoor, Next Multi. Special consideration was given to Next TV.
ASI breakfast was attended by representatives of qualitative, quantitative, data processing, marketing divisions and management.
01.04.06, Moscow.
Effective April 1st, Natasha Laskorna, currently key account manager for Kraft EMEA (Europe, Middle East and Africa) will be relocating to our newly established Geneva office (Switzerland), as Ipsos Insight Manager for P&G. She will be supporting their categories and developing new business with them. Masha Roschina will take on the new role of Kraft key account manager for the EMEA region, based in Russia.Jeff Stewart, Managing Director Ipsos Russia & Ukraine, said: "It is critically important that our team in both Russia & Ukraine continue to grow and develop, and we take pride that we will go to extra lengths to assure this for anyone in the company that desires continued career growth within the group. Joining the P&G team in Geneva is an important move in Natasha's career , and we support it. Masha is also facing a big challenge: our largest account in Russia, Kraft is critically important for the future success of Ipsos in Central Eastern Europe. I wish them both the best in their new roles."
Giorgio Caporusso, Managing Director of the Geneva operation, commented: "I am extremely happy Natasha accepted to be part of the Geneva team. I am sure she will contribute a lot to the success of our initiative. Natasha has demonstrated strong accounting skills with Kraft in Russia which, I am confident, will be beneficial for P&G. Her professional background will further contribute to make the Geneva staff a real multicultural and international team."
30.03.06, Moscow.
Elena Speer, managing director of Ipsos-ASI Russia & Ukraine, took part in the conference "Advertising Testing: How? Why? Is it necessary?" organized by the Art-Director Club Russia (ADCR) in co-operation with MAS Events. The conference came as a part of the Client-Agency Dialogue meeting program aimed at achieving greater efficacy of joint activity involving a client and an advertising agency in creative development.In her speech, Elena addressed the following issues: How to test final execution of a TV commercial, a printed ad, or an outdoor? Will your advertisement arrest consumer attention, and will it sell the product? Special consideration was given to advertisement efficacy assessment methods used by Ipsos. These included: Next*TV (in-home TV commercial testing), Next*Print (printed ad testing), Next*Kids (testing of advertisements targeted at kids), Next*Outdoor (outdoor testing).
"The subject of the conference addressed by advertising business professionals (Why is advertisement testing necessary?) shows that advertising here has grown out from the embryo phase (advertising professionals wouldn't raise such question five years ago) into babyhood", Elena comments.
Among the conference participants, there were representatives of such companies as McCann Erickson, Qualitative Quest, TNS, A/R/M/I-Marketing - Millward Brown, MAGRAM Market Research, Coca-Cola, Master Card, Lowe Adventa, and a number of other major advertising agencies.
28.03.06, Moscow.
Maria Potanina, Group Director, Quantitative Methods and Strategy IPSOS, took part in a seminar "What Women Want", organized by magazine "AdIndustry".The seminar agenda included the following issues:
- Target audience portrait
- What advertising works for the female audience? Specifics of marketing communications with female audience
- How to get the brand values across and make communications with the target audience more effective. New insights
- Brand-new technologies in promoting products for women.
In her report, Maria Potanina spoke on consumer segmentation and discussed criteria of its efficiency, she went through the stages of segmentation work process, starting with identification of consumer differentiating factors and ending with verification of segmentation results. In conclusion she gave examples and case studies, including on segment attractiveness evaluation and basic options for positioning a trademark or a company.
22.03.06, Moscow.
Elena Speer, managing director of Ipsos-ASI Russia & Ukraine, took part in the talk-show "Celebrities in Advertisement: How Much Are They and Are They Worth That Much" organized in joint effort by the Industria Reklamy magazine and BMC as an event at the Design and Advertising exhibitionThe talk-show was held with advertisers and advertising agencies who had engaged celebrities in product advertising, producers, and representatives of casting agencies and research companies which provide celebrity ratings.
The following issues were on the agenda:
- Why do celebrities enjoy so great popularity with advertisers? What objectives do they help attain? Opportunities and threats of celebrity engagement in advertising.
- How is celebrity fee for starring in advertising established? How to understand possible effect from engagement of particular celebrity in product advertisement? Are there any rational criteria possible in this instance?
- Celebrity ratings: whether trustworthy, how to use?
Based on the Ipsos ASI global research findings, Elena stated in her speech that celebrities didn't work really effectively in advertising. Even though celebrities starring in ads get consumer attention, a lot of consumers, regrettably, fail to remember brand names. Consumer trust to such ads is not really great, either.
However, if the celebrity is actually an expert in the area advertised product belongs to, such an ad will work. For example, a chef advertising a restaurant.
Among the talk-show participants, there were representatives of major advertisers (Gloria Jeans, Wild Orchid, Nidan, Baltimor, Econica), research companies (Gallup, COMCON, ROMIR Interactive), advertising agencies (BBDO, McCann Erickson, TWIGA) as well as a number of other eminent Russian market research and advertising professionals.
2005
29.11.05, Moscow.
Moscow's Advertising BoomBy Shaun Walker
Russia Profile
From his office on the 23rd floor of one of Novy Arbat Street’s infamous book-shaped skyscrapers, Vladimir Makarov has a magnificent view over Moscow. The location is strangely appropriate for the office of the head of the Moscow Government Advertising Committee. The gargantuan Novy Arbat thoroughfare was finished in 1967 as part of the commemorations of the 50th anniversary of the October Revolution. Since the fall of the Soviet Union, it has become lined with bright lights, giant advertising billboards and numerous casinos – a small, meretricious piece of Las Vegas in the heart of Moscow. Makarov’s building, like the three other “book” skyscrapers, has one side completely draped in a 24-story-high advertisement for the MTS mobile phone company, screaming out to passing motorists: “You’re the Best!”
While many would argue that there was not much of architectural value to spoil on Novy Arbat in the first place, the flood of advertising that has descended on Moscow’s historic center has caused concern in some quarters. The criticism reached such a level that Makarov announced in August after consultations with the city government that advertising in the center of Moscow would be reduced by 30-40 percent over the next two years.Muscovites are bombarded with advertising at every step – in the form of billboards, large video screens, and television commercials. Advertising even dominates the metro, where posters and stickers are supplemented by audio clips played to passengers as they descend and ascend the escalators. A spot check on the metro revealed over one hundred different advertisements in a single wagon, not counting the illegally posted stickers offering help with solving all problems from work permits to erectile disorders.
Jeff Stewart, a recently-arrived American who is the managing director for Russia and Ukraine at market research firm Ipsos, was taken aback by the advertising market in Moscow. “I haven’t seen anything like it in the West, or in the rest of Eastern Europe or Asia for that matter. There is only one place in the whole of the United States that has anything even comparable to the advertising intensity all across Moscow – Times Square.”
Possibly unique to Moscow is the concept of the “fa?ade advertisement,” in which the entire fa?ade of a building – and thus the windows of whatever offices or apartments it may contain – is covered with a near-opaque advertisement. Indeed, Russia Profile’s own office building is adorned with a giant cell phone ad, while just down the road residents of an apartment block open their curtains each morning to view Moscow through the image of an oversized cup of Nescafe. While the notorious Moscow traffic ensures that bored motorists will inevitably make eye contact with such strategically-placed advertisements, there is no doubt that the situation has reached the saturation point. “When you see twenty billboards on one square, you know it can’t be effective,” says Elena Speer, who also works for Ipsos, and has been working in Moscow advertising since the mid-1990s.
Things have changed dramatically since then. One of the earliest television advertisements featured a young man simply addressing the audience: “I am urging you to guarantee your future and buy shares in Bank Menatep – it’s a commercial bank!” The man was Mikhail Khodorkovsky. Meanwhile, the infamous “Lyonya Golubkov” character told Russians every evening how easy it was to get rich – all they had to do was invest in a company called MMM.
When these schemes began to unravel, people became more and more skeptical about promises made in advertisements. Over the last few years, Speer feels that advertising techniques in Russia have gradually become more sophisticated: “There has been a move from rational promises to more sophisticated emotional devices. People are beginning to understand that brands are about emotions. The mobile phone operator Megafon is a good example, with its slogan ‘The future depends on you!’ It plays on the positive attitude in large parts of Russia today.”Stewart suggests that the Russian market is following a familiar pattern. “Media spending is booming,” he said. “In addition to traditional consumer packaged goods, we’re seeing more investment by IT companies, pharmaceuticals and auto manufacturers, as well as advertising for financial services. The trend is exactly what we saw about eight years ago in the United States.”
Despite the country’s cultural specifics, most advertising professionals seem to believe that what works elsewhere also works in Russia. “Emotions are the same everywhere,” says Speer. Cristina Sau, retail marketing director at Alfa Bank, agrees. “You can approach Russians with more or less the same aspirational messages as in the West,” she said. “The only thing that does not work is the promise of future prizes. Russians are much more attracted by immediate discounts.” She also feels that sponsorship and endorsements of celebrities do not work so well in Russia as in the West. “It’s difficult to choose whom to sponsor. There is nothing here that can be what soccer players and rock stars are to Europeans,” he said.
The symbolism of the advertising boom is hard to miss, with pictures of consumers flush with happiness after receiving a bank loan instead of pictures of contented Soviet citizens, or catchy cell phone slogans replacing political propaganda. And the new look that advertising has given the city has divided Muscovites. “I knew Moscow when there was no advertising here at all – just the letters KPSS [Communist Party of the Soviet Union],” says Makarov. “Of course I’m against the idea that historical buildings should be covered in advertisements. But on the other hand, the market could not develop without advertising.” Stewart also feels that all the color brightens up an otherwise dull metropolitan vista: “It adds glamour to the city. Without it, Moscow would be a little bit gray.”
Not everyone is so happy about the new face of Moscow, however. Many cultural conservatives have expressed disgust at what they see as a blot on the cityscape, and certain religious commentators have more fundamental problems with advertising. The religious organization “For the Moral Revival of the Fatherland,” refers to Moscow in its manifesto as a “moral disaster zone,” and vows to fight “immoral advertising.” Meanwhile, Russian Orthodox Patriarch Alexy II has blamed advertising for alcohol consumption among young Russians.
Makarov, however, insists that advertising actually brings not just economic but also social benefits to the city. “The municipal budget received around 1.7 billion rubles ($59 million) from advertising revenues in 2004,” he said. “There is also a large part of advertising space that is reserved for social programs and general information.” This includes the posters that adorn Moscow shop windows around the time of public holidays, and anti-terrorist posters, such as those directing Muscovites to call or email the FSB if they come across suspicious personages: “Your call can tie the terrorists’ hands.”
On Trubnaya Square, one towering billboard is itself symbolic of the chaotic Russian advertising market. A giant cucumber is placed next to a ruler, with the caption: “Size Does Matter!” – an appropriate slogan in Moscow’s world of colossal billboards. The ad is for Russky Razmer (Russian Size) vodka. Although it is illegal to advertise liquor in Russia, several brands get around this by making adverts ostensibly promoting “dummy” products, such as mineral water, a clear sign of the lack of regulation in the market. In mid-November, the Duma announced measures aimed at closing this loophole.
As Russia’s mad dash into capitalism settles into a steadier pace, initiatives aimed at reducing space for advertising and greater content regulation could remove some of the absurdities from the market – perhaps leaving both the marketing executives and the cultural conservatives happy.
08.11.05, Kiev.
Sergei Kornev has joined Ipsos Ukraine as Group Director, Quantitative Methods and Strategy.
Sergei Kornev, 33, has joined Ipsos Ukraine as Group Director, Quantitative Methods and Strategy bringing his 8 years of expertise in marketing and social research. Sergei is to focus on building competitive quantitative research resource for Ipsos Ukraine to also promote locally the advanced range of Ipsos branded tools.Sergey started his career in social opinion research - Center of Sociological Investigation, Center for Comparative Social Research, Independent Expert Foundation. His researcher and analyst track-record to date combines working on the client side - Coca-Cola Ukraine, BBH (Baltic Beverages Holding) Ukraine, JSC JV Donetsk Brewery Sarmat, DP FoodMaster (TM Bilosvit) and working for renowned agencies in Ukraine, such as UMG (Ukrainian Marketing Group), BrandAid. Sergei also contributed to train marketing and data processing professionals at International Solomon University and Kiev National T. Shevchenko University.
Sergei possesses Master's degrees in Sociology from Kiev National T. Shevchenko University and degree in Applied Mathematics from Kiev Polytechnic Institute.
07.10.05, Moscow.
Qualitative Research Division NewsTwo new senior research managers will join Ipsos Russia Qualitative Research Division team on November 1, 2005. The new appointment will expand the division staff up to 16 managers, 9 of them being senior managers. This is the largest share of senior personnel (more than 50%) among the qualitative research staff in MR companies on the local market.
Ipsos Russia Qualitative Research Division unites the highly qualified professionals who have a rich experience in qualitative research including the previous experience of working for other leading MR agencies. This ensures that within Ipsos corporate-culture framework the clients receive a creative amalgam of qualitative approaches and experiences. The cross-market qualitative experience molded by Ipsos identity results in the success in most difficult projects as well top-quality client service.
In 2006 Ipsos Russia Qualitative Research Division is planning certain steps to consolidate its current achievements:
- Revamping of the three existing facilities for focus group and in-depth interviews in line with the highest international standards of market research industry;
- Implementation of Ipsos latest qualitative techniques and branded methodologies (including Krisis® methodology);
- Further upgrade of professional skills of the division staff through a system of continuous training with the involvement of Ipsos global qualitative gurus.
To learn more about the division and its staff, please contact Alexei Verizhnikov, Qualitative Research Director, Ipsos Russia: alexei.verizhnikov@ipsos.com.
01.10.05, Kiev.
Irina Baleva joins Ipsos as General Manager Ipsos UkraineIpsos, has appointed Irina Baleva
as General Manager Ipsos Ukraine, reporting to Jeff Stewart, Managing Director of Ipsos Russia & Ukraine. In addition to managing the operations in the Ukraine, Irina will be responsible for prioritizing which segments of the marketplace offer the greatest growth potential for the Ipsos brand.
Irina comes to us from TNS where she was Head of Department, AdHoc Research Division in the Ukraine. Irina has played a major role in the overall development and growth of TNS Ukraine, and has led efforts on a number of multi-country projects with TNS Branded Solutions in Ukraine such as NeedScope, MarketWhy's, Miriad and Optima. This experience is especially critical to Ipsos as we begin to migrate some of our key offerings to the Ukraine such as ASI and Novaction.Some of Irina's main clients include Pekao SA, Foxtrot, Snaige, PZU-Ukraine, TNK-BP Ukraine, Nestle Ukraine, BBH/Carlsberg, Penn, Schoen & Berland Associates, Ferrero Ukraine, NOP World, P.A.S.A. (Gallina Blanca ), Confectionery concern AVK (running research in all product groups: snacks, chocolate, chocolate sweets, candies, waffles, biscuits, cookies), KOMATSU Machinery, ICTV (television channel.
Irina received a Bachelor's degree at National Shevchenko University in Radio Physics, as well as a Specialist's degree in Radio Physics at National Shevchenko University.
01.10.05, Kiev.
Oksana Pleskova
has been promoted to Key Account Director Ipsos Ukraine, reporting to Irina Baleva, General Manager Ipsos Ukraine, and Jeff Stewart, Managing Director of Ipsos Russia & Ukraine. In her new role, Oksana will be responsible for supervision of the key account managers, and devote most her time to developing relations with Ipsos key Clients, learning their business needs in the marketplace, and providing with the best Ipsos research solutions.Oksana has been with Ipsos since 2002 occupying position of qualitative project manager, and servicing the key company accounts such as JTI and Nestle. In October 2003 Oksana was promoted to the position of Client Service Director. She was responsible for new business development, supervising JTI, Nestle and Turkcell key accounts, as well as continued cooperation with these companies on the qualitative side.
01.10.05, Moscow.
Elena Speer joins Ipsos as head of Ipsos ASI Russia & Ukraine.
Ipsos has appointed Elena Speer, Ph.D. as Managing Director Ipsos ASI, Russia & Ukraine. Ipsos ASI is the advertising research unit which helps clients define their advertising concepts, and measure and forecast the effectiveness of their advertising campaigns. Their precise analysis measures return on media investments, and helps strengthen market share.Elena has spent the last two years as Strategic Planning Director of Leo Burnett Moscow and before that was Strategic Planning Director of BBDO Worldwide Moscow. She has over ten years experience in advertising and marketing.
Elena's ten year career has been dedicated to research and strategic planning. Working for international agencies such as Bates Saatchi & Saatchi, BBDO and Leo Burnett". she has worked with a range of clients in packaged consumer goods, white goods, retailing and consumer services companies including P&G, Philip Morris, Merloni, General Motors, IKEA, Alfa Bank and Megafon.
For the last five years she has headed Strategic Planning departments, working on brand and communication strategies, portfolio management, research and marketing planning.
She will report to Jeff Stewart, the managing Director IPSOS Russia and Ukraine.
Elena holds a Ph.D. in Psycholinguistics from Moscow Linguistic University and has a double degree in marketing from the Plekhanov Acadaemy's International Business School and their partner institution the Utrecht Hogeschool of The Netherlands.
22.09.05, Moscow.
In an effort to recognize its most productive fieldwork staff, Ipsos Russia organized "The Best Interviewers Event", at the Sheraton Palace Hotel. The event was attended by the General Manager, the quantitative managers, fieldwork department managers and the 50 best field interviewers.
Elena Demshina, Fieldwork Director of Ipsos Russia, explained: "Quantitative project managers presented case studies. This event was a real opportunity to thank all our field interviewers for their great job."
Special medals were also remitted to those of the supervisors who have been working with Ipsos since 1997.
20.09.05, Paris.
Ipsos in the first half of 2005
Margins improve in a solid market Growth
expected to gather pace over the rest of 2005
and in 2006
Operating margin: up 18.0% to ˆ 24.8 million
Profit before tax: up 31.4% to ˆ 20.5 million
Profit (group share): up 19.6% to ˆ 10.4 million
Revenue for the first half was ˆ 321.8 million, an increase of 12.5% on the first half of 2004. Currency effects remained negative, although to a lesser extent than in the last three years, at 1.4%. Organic growth of 7.8% was ahead of the market average and above the rates seen at the group's main competitors. This growth figure was all the more satisfactory because the first half of 2004 had also seen a strong performance. The picture remains mixed from one region to the next. There was very strong growth in the Asia/Pacific region, the Middle East and Latin America, whilst figures in Europe were no better than average. The integration of new companies, particularly in Asia, contributed 6.1% to revenue growth.
The accounts summarised below are presented under IFRS for the first time.
|
(in millions of euros) |
IFRS | |||
|
H1 2005 |
H1 2004 |
Change |
Full year 2004 |
|
| Revenue | 321.8 | 286.0 | +12.5% | 605.6 |
|
Gross margin Gross margin / revenue |
190.6 59.1% |
166.0 58.0% |
+14.8% |
354.9 58.6% |
|
Operating margin Operating margin / Revenue Operating profit / Gross margin |
24.8 7.7% 13.0% |
21.1 7.4% 12.7% | +18.0% |
50.8 8.4% 14.3% |
| Profit before tax | 20.5 | 15.6 | +31.4% | 37.8 |
| Profit (group share) | 10.4 | 8.7 | +19.6% | 22.2 |
Profitability - Gross margin, which is equivalent to revenue less direct external costs, most notably the cost of data collection, grew faster than revenue, reflecting resilient prices and the benefits of the shift to on-line data collection systems.
Operating margin, calculated under IFRS, came to 7.7% of consolidated revenue and 13% of gross margin, a 30 basis point improvement on the first half of 2004. It grew by 18% compared to the first half of 2004. In keeping with the pattern of past years, operating margin will improve over the second half as contracts are completed.
Profit before tax was ˆ 20.5 million, a 31% increase on the first half of 2004. The effective tax rate under IFRS was 35%, corresponding to the global average tax rate of general taxation regimes. The tax charge now includes a charge to deferred tax liabilities which cancels out tax savings resulting from the tax deductibility of goodwill amortisation in certain countries, although such deferred liabilities will only fall due in the event of the businesses concerned being sold. The actual tax rate paid by Ipsos was 25% in 2004 and will remain below 30% over the next few years.
Profit (group share) rose 19.6% from ˆ 8.7 million in the first half of 2004 to ˆ 10.4 million this year. Here too, seasonal effects suggest that profit will be higher still in the second half. In 2004 the first half contributed less than 40% of total net profit for the year.
Financial position - Equity was increased to ˆ 261 million at 30 June 2005, thanks in part to the absence of goodwill amortisation. Net financial debt stood at ˆ 198 million, from ˆ 159 million at 31 December 2004, due partly to the traditionally higher level of Working Capital Requirement at the midpoint of the year, and partly to financing of ˆ 26 million for acquisitions. Gearing was stable at 75%.
Markets and Ipsos outlook - The market research market has seen a resumption of strong growth. According to the latest data from ESOMAR, the market was worth a total of USD 21.5 billion in 2004, an increase of 7.5% at constant exchange rates. This growth is being driven by the growing need for companies and institutions better to understand and anticipate the behaviour of individuals as citizens, consumers and clients. Market expansion also reflects recognition that market research companies make a valuable contribution to enhancing the marketing and advertising campaigns of their clients and ensuring their effectiveness.
Market growth has come against a background of concentration of expenditure on international companies that can work on any geographical scale - be it a country, a region or the whole world - and also offer reliable operational resources, respond quickly, control costs and offer services using the latest techniques. Such companies are also in a position to bring together expert teams and thus offer clients the methodologies and skills they need to improve their market intelligence and optimise their decisions.
In terms of business volumes, Ipsos is the world's third largest survey-based market research company. It is making a positive contribution to the development of the industry. Ipsos' management team is convinced that the company's growth will not only continue but that it will gather pace. To achieve this Ipsos can draw on the density of its geographical coverage, the quality and commitment of its staff, its presence in promising specialities and sectors and the loyalty of its clients. Ipsos is now in a position to raise its medium-term growth targets.
In 2005, on the basis of information available, and assuming that the euro's exchange rate against other major currencies will remain at around its August levels for the period from September to December, the company expects full year revenue of ˆ 700 million, with an operating margin of 9% under IFRS rules.
By 2007, and using current exchange rates (1 euro = 1.25 USD), Ipsos now expects to have revenue of at least ˆ 1 billion, with operating margin of over 10%. This will represent revenue growth of more than 40% and profit growth of more than 50% over two years. All other things being equal, these latest targets are between 10% and 15% higher than the previous targets, which assumed parity between the euro and the dollar.
Achieving these targets will require unchanged economic and financial conditions. They will be made possible by organic growth that will remain strong and the consolidation of new companies, particularly in countries and regions that Ipsos views as high priority (USA, UK, Asia - Pacific) and in the specialist areas where Ipsos plans to establish itself as a market leader.
16.08.05, Paris.
First-half 2005 revenues up 12.5% to ˆ321.8 million. 7.8% organic growth.Ipsos posted first-half 2005 revenues of ˆ321.8 million, up 12.5% compared to
first-half 2004.
Negative currency effects depressed revenue growth by 1.4%, while newly-acquired
companies had a positive impact of 6.1%. Organic growth amounted to a highly
satisfactory 7.8%, significantly outperforming the market and Ipsos' main
rivals.
|
Consolidated revenues |
2005 |
2004 |
2003 |
|
First quarter |
143.5 |
127.1 |
118.6 |
|
Second quarter |
178.3 |
158.9 |
145.7 |
|
First half |
321.8 |
286.0 |
264.3 |
|
Third quarter |
- |
141.2 |
136.6 |
|
Fourth quarter |
- |
178.4 |
168.8 |
|
Second half
|
- |
319.6 |
305.4 |
|
Full Year
|
-
|
605.6
|
569.7
|
All business lines contributed to Ipsos' growth, but to varying degrees.
Generally speaking, the most internationally-integrated business lines -
particularly those involved in advertising research and CRM (customer
relationship management) research - delivered stronger growth than business
lines that have maintained a local client base and organisation.
| Contribution by business line (millions of euro) |
H1 2005 |
H1 2004 |
Change |
Organic growth |
| Advertising Research |
75.3 |
65.4 |
15% |
16% |
| Marketing Research |
172.9 |
149.5 |
16% |
6.5% |
| Media Research |
25.5 |
25.2 |
1% |
2% |
| Customer Satisfaction |
27.3 |
24.7 |
11% |
10% |
| Opinion & Social Research |
19.4 |
18.9 |
2.5%
|
2.5%
|
| Other |
1.4 |
2.3 |
-
|
-
|
| First-half revenues |
321.8 |
286.0 |
12.5%
|
7.8%
|
Ipsos' growth rates varied from one region to another. Growth was very strong
in emerging markets, supported by a buoyant market, robust positions in several
key countries (e.g. Brazil, Mexico and China) and market share gains among
multinational businesses as well as local clients.
For the first time, combined revenues from Asia-Pacific, the Middle East and
Latin America accounted for 20% of consolidated revenues in first-half 2005,
reflecting the healthy momentum in these markets and Ipsos' determination to
play a major role in these regions.
Growth in North America held steady, underpinned by an evenly-balanced
performance across all client segments and business lines.
Growth in Europe slowed down slightly, coming in below Ipsos' 5% annual target
for this region. This was mainly due to sluggish economic conditions, prompting
many clients to keep a check on their marketing expenditure, especially in mass
market industries, where Ipsos is very active. This slowdown is also
attributable to an unfavourable comparison basis, as growth in Europe was far
stronger in the first half of 2004 than in the second. Despite these factors,
Ipsos is confident that it is on track to meet or exceed its 5% annual growth
target, backed by the adaptability of its teams and the solid relationships they
have forged with their clients.
| Contribution by region (millions of euro) |
H1 2005 |
H1 2004 |
Change |
Organic growth |
| Europe |
148.2 |
144.3 |
3% |
4% |
| North America |
109.9 |
102.4 |
8% |
7% |
| Latin America |
29.5 |
21.4 |
38% |
30% |
| Asia – Pacific and Middle East |
34.2 |
17.9 |
101% |
22% |
| First-half revenues |
321.8 |
286.0 |
12.5% |
7.8% |
2005 outlook
The market is set to continue expanding by at least 5%.
In 2005, Ipsos' organic growth will exceed its 2004 level, driven by strong
performances in Latin America, Asia-Pacific and the Middle East; and a faster
pace of progression in Europe and North America, mainly fuelled by Ipsos' more
internationally-integrated business lines and its key global accounts.
Also, Ipsos will pursue a selective acquisition policy especially in North America, the United-Kingdom and in emerging countries as well as in its business lines in order to respond to the needs expressed by its clients for solid, international, specialized partners that are able to deliver information and analysis that is reliable, explanatory and predictive of the behaviour of individuals, citizens, consumers and clients.
Note : First-half consolidated financial statements are due to be released on 20
September 2005 at 5.45pm (Paris time).
August 2005
Krisis. The New Qualitative Approach from Ipsos.General approach: Krisis works there where the standard projective techniques turn to be not enough helpful. Reflecting increasing consumer disillusionment and disloyalty, Krisis has been constructed around the idea of conflict. To allow conflict to take place means both staging it and defining the conditions under which it will unfold.
Recruitment: The recruitment process incorporates a preliminary interview before the qualitative group session.
Moderation: To moderate a Krisis group demands a new and special approach, halfway between a private conversation and the use of group dynamics.
Analysis: The Krisis analysis does not stop at commenting on the progress of the group. Pre-session appraisal is undertaken in co-operation with our clients in order to give them a post-session understanding.
Waking the Soldier Kali
The two words that describe and speak of our consumer questioning methods are older than our profession itself! A century before Gallup invented extensive surveys (polls) and more than a century before Merton developed intensive surveys (focus groups), the words quantitative and qualitative started to take root in language.
Consider: qualitative analyses (1842) determine the nature of the constituents that make up a substance, but without taking account of their proportions; they belong to the realm of chemistry. In turn, quantitative analyses (1845) identify and measure the qualities of the constituents of this same substance.
One hundred and fifty years later, we are still trying to understand the mystery of how social groups function. Of course, as these groups have become accustomed to our investigations, the way we go about things has become increasingly sophisticated. As far as the qualitative component of our job is concerned, the mixture of functionalism and projection-focus groups playing games charged with precise codes - is suffering from fatigue.
The failures due to this fatigue are precise and identifiable: composition and recruitment of the groups, moderation of meetings, and analysis of the identified content. The routinisation of these three elements, which are central to our work, causes studies to lose much of their effectiveness. In recognition of this, Ipsos is updating our qualitative approach.
Krisis is the product of these observations. We have to reawaken the soldier Kali and give her the weapons she needs to fight today's battles. This special edition of Ipsos Ideas proposes a new interpretation of an age-old word.
From the Pleasure Principle to Disillusioned Consumption
The development of marketing research methodologies, the qualitative domain in particular, is founded on the assumption that consumer society was born when the pleasure principle took over from the need principle.
This state of affairs is positive for industrialists and for advertising agencies, not to mention the research institutes. The consumer adopts an attitude of well-meaning curiosity -he "spends," in the sense that he is no longer content to buy what is useful to him but instead purchases what appeals to him - as Georges Bataille's analyses proposed.
The pleasure principle results in a relatively direct contract between the brand, the media, and the sender of the message and the consumer who buys, watches, or votes for whatever it is that seduces him, speaks about it, and speaks out without hiding anything when asked about his motivations, his hesitations, and his desires.
Introduced during the 1970s, at a time when consumer society was booming, projective methods continue to be founded on this research and its implications. They postulate that it is necessary to adopt a projective approach in order to liberate speech, bypass the superego, short-circuit the unconscious, and await a genuine insight into the factors that lead to decisions. This has given rise to methods involving the association of ideas, projections, analogies, role-playing, and anticipation; the qualitative tools used to go beyond the limits of rationalisation and self-justification. However, the quality of the projective methods is dependent on the quality of the contract (the desire to tell the truth) that links the consumer with the source of the message (brand, media, politician, etc.).
A Radical Change in the Relationship with Consumption
Is this contract lasting and sustainable? In reality, it corresponds to an initial, idealised, experience of consumer society. However, it is changing quickly, as a function of a whole set of factors that are liable to interfere with the pleasure principle:
- A vast range of offerings that complicate choice and make decisions between products more and more frequent (hyper-choice).
- The desire to differentiate oneself, increasingly individual, fragmented behaviour encouraged by brands that target "micro-niches."
- A less naive relationship with advertising which has become a sort of "necessary evil;"2 after initially being seduced by the showmanship, self-taught consumers now decode communications more quickly.
- Market research studies have become an everyday reality: consumers know that they are being watched and monitored, and, over time, have acquired evasive skills.
- The popularisation of brand strategies; consumers understanding that they are targets because they see what goes on behind the scenes in the marketing or political world and consequently try to "fool the enemy."
Seen in this light, France reveals another feeling. After the pure pleasure of consuming, after a feeling of product offering and advertising redundancy, the relationship with consumption has undergone a radical change: the public is disenchanted, anxious, and disloyal. These sentiments have repercussions for professional marketing researchers. This attitude, which can be observed in France, is subdivided into three periods and can be extrapolated to the international level.
After the dynamism induced by spending, we are now witnessing a period of retention, of economy in every sector (money, information, spontaneity, etc.), and of negotiations or delusions that cloud the contract. Even if No Logo is not a slogan that everyone can share and the "anti-advertising" movements have remained marginal, consumer attitudes have changed: traceability, an ethical dimension, and a desire to take precautions have hardened perceptions of brands and messages.3 Consumers no longer feel guilty. Surfing from brand to brand just as they surf from TV channel to TV channel, consumers are, above all, there to take in offers and make choices like free electrons, intent on benefiting from what is available.
Qualitative Studies Must Adapt
How can we track this disloyalty in the light of the three factors that engender it? That is, the return to the reality principle, which is related to an unpromising economic context and a general mood of pessimism; refuge in the politically correct, which may result in self-censure and a schism between public pronouncements and real actions (which the Chirac/Le Pen duel in April 2001 was emblematic of in France); and the ground gained through dissimulation, encouraged by reality TV in particular, which places the emphasis on the influence exerted by Mr. or Mrs. Anyone, who win because they know how to be more manipulative than others.
Qualitative research now has to adapt to this third period, the age of consumer disenchantment characterised by individuals who have less and less belief in brands and tend to dissimulate and/or manipulate by giving the researcher a message which is actually intended for the brand. Consumers have become strategists whose speech is characterised by imagery, which is no longer really a circumlocution, but has instead tended to form a code (e.g., the language of reality TV). The imaginary representation has become a general-purpose mode of expression that is used by everyone. These considerations lie at the origin of Krisis.
This Discontinuous, Partial, Arrhythmic Loyalty... That We Call Disloyalty
The projective methods used to gather information in qualitative groups were introduced and developed during earlier market phases, that is to say, during the period of consumer society, then of consumers. Their relevance and effectiveness are directly related to the nature of the personal contract that, at one time, bound the public to brands, institutions, and other advertisers.
Anticipating Erosion
In our opinion, this contract has undergone a profound change. With the media exposure of their crises, brands have inevitably revealed fault lines and profound inconsistencies among their constituent parts: institutions towards their civic undertakings, trademarks towards their clientele, companies towards their internal audiences, etc.
The public has learned to understand itself and its multifarious social embodiments in terms of what brands communicate to us: citizens, economic actors, private individuals, consumers. The public's relationship with brands has become more complex and more ambivalent. Their words and messages have become more difficult to decode and anticipate.
Projective methods therefore run the risk of revealing only a single, socially acceptable half-truth.
From a Mechanical Model to a Dynamic Model
Ipsos wanted to anticipate the erosion and potential weaknesses of qualitative methods. Therefore, to complete our range of qualitative services, we developed a new qualitative protocol, Krisis, intentionally and strategically constructed around the central notion of conflict.
Indeed, during the honeymoon period -that is to say, within the context of a fuller, more hedonistic relationship with brands - crisis precipitated the break between consumers and brands. Nowadays, crisis structures and organizes the brand relationship. Crisis generates discontinuous, partial, arrhythmic loyalty... that we call disloyalty. And our task now is to understand it.
Krisis is based on two assumptions: (1) crisis is a normal state, which can only be resolved on a transient, elusive basis; and (2) conflict is fundamental to the human psyche. The observable manifestations - both verbal and behavioural - are simply the (apparently unified but unstable) expression of deep-seated antagonistic principles (of pleasure and reality, of life and death, of convention and transgression, etc.).
The concept of Krisis is to allow the interviewees to publicly re-enact their internal conflicts and their provisional modes of resolution; to access individual disputes beneath the mask of the collective agreement; and to identify the deep-seated mechanisms of involvement and distancing at work beneath the minor compromises with brands.
Krisis is based on a dynamic model, thus attenuates the risks of a projective model that is becoming increasingly mechanical and reductionist.
A New Spatial Organisation
The conditions that produce conversation during the information-gathering phase make the aforementioned clear. The way in which a social group is structured can be interpreted through the group's spatial organisation. The arrangement that the participants are obliged to adhere to, a "U" in the case of projection groups and a circle in the case of Krisis sessions, is therefore a metaphorical representation of the proposed society and its internal dynamic. Here, the "U" represents convergence and peace making. It is a sort of semicircle in which compromises are negotiated and a consensus reached.
Located at the opening of the "U," the moderator is the focal point for speech and tensions alike. He or she is a tacit reminder for the group to stick together, even though the strongest of its inclinations is division. The circle, on the other hand, represents opposition and confrontation. It is reminiscent of the arena in which everyone is simultaneously on display and in confrontation with everyone else. The moderator's role is to induce conflict.
Giving Recruitment (New) Value
The development of a new protocol represented an opportunity to take a fresh look at the recruitment of the actors, recruitment staff, and consumers.
Recruitment Becomes a Preliminary Interview
For many years, the recruitment phase has been constantly overlooked, and thus a source of great hypocrisy, with clients imagining that the participating consumers are constantly renewed and that the recruitment staff are trying (with varying degrees of fervour) to avoid excessive professionalism among participants. Everyone's interest is focused on the recruitment questionnaire, which is often very long and almost always unexploited, except for the selection of individuals on the basis of simple criteria such as the consumption of a particular brand or product, or within a given age group.
The thought we devoted to the question of recruitment during the development of the Krisis protocol led us to greatly enhance the value derived from recruitment by converting this phase into a preliminary interview before the group session.
The content of the recruitment interviews is contained in the Krisis report. It makes it possible to identify an individual's relationship to an offering, the initial motivations or resistance to a brand, a universe, or an idea, the first images, and personal values. The material derived from this interview may also help flesh out or explain certain positions taken by individuals within the group context.
A Key Step in the Formation of the Subgroups
This more profound recruitment interview also makes it possible to check the personality characteristics that are required for proper group functioning. Participants should not be shy, hesitant, or easily influenced; they should be spontaneous, imaginative, and able to express their point of view with clarity.
Among the fundamental considerations that gave birth to Krisis, this recruitment procedure is crucial for the formation of the subgroups. In effect, a Krisis group consists of three subgroups, each of which represents a specific marketing profile or specific opinion. These subgroups are determined in co-operation with the client and based on strategic criteria.
This triadic approach constitutes a break: the structures of more traditional groups are almost always homogeneous. To illustrate this approach, take the example of the mass consumer market, which may be divided into core targets, rejecters, and prospects. Another example, which relates to cosmetic surgery: people who do it, people who refuse it, people who hesitate.
Controlled Selection
This subgroup-based approach is supported by the fact that the Krisis protocol creates situations in which the representatives of the three perspectives on the client's issue can express themselves and directly confront one another.
This confrontation makes it possible to reveal the decision-making process and the sources of tension that underlie their choice. By confronting the refuters with the enthusiasm of those who are convinced, it reveals both reinforcements for loyalty and new temptations to act.
This destabilising confrontation reveals the conditions under which refuters can be changed into undecideds (from negative to neutral) or undecideds can be transformed into active purchasers (from neutral to positive). This polarisation of tendencies and the way they are monitored throughout the group session has an extremely positive effect on the quality of the results obtained from the group session and their descriptive, explanatory, and prospective value. Finally, the fact that an individual has already taken part in a group session before being asked to participate in a Krisis group is not a problem, because the Krisis group session does not allow participants to establish parallels between what is required of them during the Krisis session and what they have done during earlier experiments. Nevertheless, the methods used mean that the same person cannot take part more than once in a Krisis-type group. This is possible and manageable because Krisis has been exclusively developed by Ipsos and we control the entire selection process. This means that it is easy for us to identify individuals who want to participate for a second time.
Moderating Krisis. A New Attitude: Moderator, Agitator, Agent Provocateur
To moderate a Krisis group means adopting a totally new and particular approach. First, there are two moderators of equal status, who work well together, listen intently to what goes on, complement one another, and are able to swap roles.
Half-Way Between an Individual Interview and a Group Dynamic
As moderators, we are not confronted with a group but are instead part of the group. Our authority is therefore less evident than in situations where the full group addresses us. This means that the moderator's function is more discrete. The moderator incites dialogue between participants and encourages discussion, while also respecting the objectives that are to be achieved and treating all the subjects to be discussed with the appropriate mixture of intervention and retirement, support and incitement, receptiveness and partisanship.
Seen from the outside, this seems simple, simpler than the moderation of projective groups. Once the discussion has been started, the moderator should do no more than disappear.
Seen from the inside, it turns out that it is important to listen closely in order to identify the areas of conflict and amplify them, to detect the contradictions in real time and use them to provoke the participants, and to prevent the discussion from resulting in a consensus.
To Authorize a Conflict, It Has to be Staged and the Conditions Have to be Imposed
While conducting a projective research group, the moderator constantly addresses the group as a whole, without speaking to any individual in particular. The moderator gains attention by repeating what has already been said. In Krisis, we are restoring the principle of non-directivity: active listening and following the logic of the participants, but without respecting the non-intervention rule.
This attitude, which merges the position of the interviewer during a face-to-face interview with that of a moderator initiating a group dynamic, is crucial: it is an approach that makes it possible to understand each profile, as both an individual within the collective, in order to identify interactions and influences.
There is also the booth, a room close by, in which each of the two moderators can speak separately with a participant, at either the participant's or the moderator's request. Here, the hot-blooded can calm down, the timid can start to talk, and the shy can show what goes on behind the mask. The participant then re-enters the group, better prepared to debate and state their positions. While this happens, the other moderator advances the session.
To be able to encourage discussion and authorise conflict, it is necessary to stage the session and impose the necessary conditions. The first step is to arrange the chairs in the form of a circle, although the moderators have no specified places.Then, present the study in a way that explains its objectives, stating the rules that focus on the value of expressing different opinions and the need for the various individuals to adopt, at the very least, a defensive attitude - but preferably an aggressive attitude. Also, remind participants of the fact that they were chosen because of the diversity and robustness of their opinions.
Catalysts to Ignite Debates
Reverse presentations, in which participants introduce their neighbour based on his or her appearance, represent another way of stimulating the 'crisis' because everyone involved feels both simultaneously hidden and unveiled.
In addition, to extend the discussion and unveil arguments that might otherwise remain undisclosed, as moderators we have a number of catalysts at our disposal: role-playing controversies and conflicts through a trial, a "war," or a divorce; playing with the product or brand on stage; mimicking the opponent; taking a physical position; allowing freedom of movement or attitude.
Even when there is a break, the moderators remain watchful: the participants are not allowed to say whom they really are or attempt reconciliation.
However, at the end of the session, everyone is asked to re-establish their own identity in order to disarm these explosive charges. And when the participants have left, happy at having been able to express themselves with such freedom, and when the clients/observers have listened to them, happy and interested at hearing something new, there are still two moderators there to continue the discussion!
Faster, Further, Simpler: Forwards!
Analysing and presenting a Krisis study means first forgetting. Forget the peripherals and paraphernalia and go straight to what is important. Forget esoteric terms and analyses in favour of simplicity. Forget the dismal slides overloaded with illegible terms, randomly designed to give the client a finished product and a dynamic, expressive mode of presentation.
In a sense, this is going back to the heart of our profession. It is also to attempt to better understand the problems encountered by our clients.
An Analysis Backed Up by Resources
Because Krisis places the focus on conflict, the analysis does not have to adopt the conventional circumlocutions and detours. The fractures are apparent and individual positions vigorous and clearly identifiable.
The possible points of convergence between opposing opinions that may emerge during the confrontation no longer form the traditional flabby consensus due to context. Instead, they form the foundation for actions that can either support or invalidate them.
The analysis makes it possible to understand how the core topic of the debate is organised, grasp the mechanisms underlying confrontation, identify the primary features, and the points of disagreement. It gains in relevance by contributing to our understanding in operational terms without debarring an analytical approach. Benefiting from an enhanced impact, escaping the risk of insipid dissipation, and with increased relevance, the analysis draws its value from its simplicity and its enhanced rigour.
The Krisis analysis provides a response and takes a position. It is not limited to a description of the progress of the session. Instead, it takes sides. Krisis is not just an innovative method, it is not just a tool; it is a pre-session appraisal undertaken in cooperation with our clients in order to give them a post-session understanding.
Strengthened Cooperation with our Clients
The submitted report is short, simple, and clear. It makes genuine recommendations and is characterised by a veritable commitment to concision and precision. It is a surgical strike, not carpet-bombing. The presentation is made dynamic with the use of video. Depending on the type of presentation the client opts for, he or she may receive different film formats that can then be reused internally for training company teams or for various events. Through its use of conflict, Krisis breathes life into the group, and this continues throughout the presentation phase.
The development of a Krisis report and presentation represents strengthened cooperation with our clients: ahead of the session itself, in the definition of the problems that are to be resolved, during the conduct of the group session, and during the presentation. Krisis is not intended as a simple market research service that concludes with the submission of a report; it is an intelligent partnership.
Faster, going straight to the heart of the issue without any unnecessary frills; more profound, dissecting the problem while ignoring subsidiary themes; and simpler, yielding explicit results that can be immediately exploited: the analysis must help boost relevance and strengthen the relationship between Ipsos and its clients. Krisis, or the welcome breath of fresh air.
What our clients think
Over the last ten years, the luxury sector has been turned upside-down.
Everyone's Talking Luxury
New brands have been introduced and enjoyed success despite their lack of history and expertise, which were once the golden rules. Gucci is successfully selling watches. Dior offers jewellery. Fashion and luxury are becoming entwined. The marks of luxury are everywhere: in a coffee, caviar body lotion, an airplane seat, cat food, a spa. Everyone talks about it. Not a week goes by without a newspaper or TV program revealing the recipe for success, divulging the levers of luxury marketing, analysing product offers, or decoding the latest trends. And where are the consumers in all this?
Sometimes lost, often over-informed, and increasingly playful. They mix up an H&M top with a Chanel skirt, a Cartier watch, and an Agatha ring. They mix and match. Their recipe for luxury is becoming more personal, their consumption more individual.
Luxury Unmasked
How can we take the pulse of a market as unstable as this? The luxury sector, a sector that sells emotion, makes great use of group sessions and qualitative methods. However, this world has changed, the consumers have changed. Consequently, the methods must change too.
A classic group session organised for the luxury sector often offers up a number of well-worn ideas, extracts from analyses read in the papers, and certain longstanding archetypes.
We are thus often faced with a lost heir who falls back on outmoded, formal discourse, a moral vision of luxury; or an informed newcomer to the luxury market who offers a rehash of analyses read in Elle or Vogue; and a player, who plays not only with luxury and its codes, but also with the group discussion method, which he or she both masters and manipulates.
It was essential to find a method which, on the one hand, would shake up the rules of the game in order to strip off the masks worn by customers in the luxury sector and, on the other hand, would help individuals differentiate and express themselves within the group.
Krisis makes this possible.
Through the segmented composition of the group, through the moderators' role as catalysts and destabilisers, through the opportunity for participants to express themselves both individually and within the group (thanks to the use of the separate "confessional" booth), Krisis is able to reveal true, unadorned expressions faster. It leaves behind the politically correct debate about luxury in which everyone has his or her particular role.
We no longer call on the cerebral areas of the brain to yield a comfortable discussion that simply goes round in circles. We call on the brain's reptilian components. Obliged to defend their positions, individuals express their deep-seated desires. It was essential to make this transition if we are to understand what is happening in the luxury market today.
Krisis: Revelation Born of Crisis
Media messages concerning the benefits and fears relating to certain food products have become not only abundant, but also sometimes contradictory. Not a week goes by without the opinions of journalists, organisations, or scientists either putting us on guard or vaunting the merits of some foodstuff. Ultimately, this results in consumers adopting controversial viewpoints.
The Krisis method helps us understand more clearly. Krisis makes it possible to amplify certain commonly proposed ideas or rumours concerning food products, and it helps us identify the extent to which consumers' arguments are robust and well founded. The way in which participants are able to respond and contradict one another when subjected to extreme or fear-inducing scenarios makes it possible to differentiate and choose between superficial speech and deeper convictions.
Krisis brings a dynamic that is genuinely different from more conformist qualitative group techniques. All the participants are asked to be genuine actors both in the projective exercises and in the many roles they play. The stimulating, watchful moderators do not hesitate to push the participants back to entrenched positions in order to reveal their strong resistance.
July 2005, Paris.
The latest edition of Ipsos Ideas, our global magazine, explores the evolution of customer satisfaction and retention models, from the quality movement to the database age to the present, and the misperceptions that have accumulated along the way.Experts from Ipsos Loyalty—Ipsos’ dedicated customer satisfaction management, customer relationship management, and employee climate management research practice—identify pervasive loyalty myths that have been delivering false hopes and disappointing results. With the myths exposed, the authors describe the loyalty truths and processes that can generate a truly successful loyalty program.
Loyalty: Myths and Realities about Desire -- Download the complete issue.
» read more
29.04.05, Moscow.
Jeff Stewart
is appointed Managing Director of Ipsos Russia and Ipsos Ukraine, reporting to Shane Farrell , CEO, Central Eastern Europe. In addition to directing the operations in both countries, Jeff's priorities are to analyse which additional segments of the marketplace offer the greatest opportunity for expansion of Ipsos' operations within the rapidly expanding Russian market.Jeff, 36, started his career in 1993 with The Gallup Organization as Director of Marketing for the Central U.S., eventually becoming Vice President, Business Development. In 2000, Jeff joined Taylor Nelson Sofres (TNS) holding a number of positions during his tenure, most recently being SVP, Strategic Account Development where he focused on both US and International account development , as well as serving as the Global Key Account Director for Kraft.
Shane Farrell commented: We are delighted to have someone of Jeff's calibre on-board. We believe his extremely strong commercial focus and background, dovetailed with the continuing growth opportunities in Russia, ensures Ipsos will not only expand upon its leading position in the marketplace, but also guarantee growth for the company as a whole as we continue to expand..
28.04.05, Moscow.
Alexei Verizhnikov has been appointed as the Director of Ipsos Russia's qualitative research department. Alexei was formerly a senior account director within the department, managing a number of the company's key accounts from the qualitative side. Before joining Ipsos in 2001, Alexei was a research expert with the EU overseeing research programs for the Commonwealth of Independent States. Alexei holds a Ph.D. degree in sociology having studied in Russia, Austria, Czech Republic, and Poland.Alexei has taken charge of Ipsos, Russia's sizeable Qualitative Department of 20 staff members. His focus will be on rejuvenating and growing, what is already considered to be the largest of qualitative departments among the agencies in Russia.
15.02.05, Paris.
Ipsos generated consolidated revenues of 605.6 million euros in full-year 2004, up 6.3% relative to 2003.Exchange rate effects dragged growth down by 3.8%, while changes in the scope of consolidation boosted growth by 2.6%.
At constant scope and exchange rates, Ipsos' revenues came in up 7.5% relative to 2003. This represents the sixth consecutive year since its IPO in which Ipsos has outperformed its market and other international research companies.
This figure is the result of slower growth during the last quarter in Europe, due to a high base for comparison - following a very strong fourth quarter in 2003 - along with reduced marketing activity among some fast moving consumer goods clients in the last few months of 2004. Information currently available suggests that this slowdown is likely to be temporary.
Looking at regional figures, Ipsos' best performances came in Asia, the Middle East and Latin America. In North America, revenue growth remains firm, despite the ongoing switch to online data collection systems, which is reducing the market growth rate.
Revenues per geographic zone (in millions of euro) |
2004 |
2003 |
Change |
Organic growth |
2004 revenue breakdown |
Europe |
299.6 |
289.7 |
3.4% |
6% |
49% |
North America |
210.1 |
210.3 |
(0.1%) |
6% |
35% |
Latin America |
51.7 |
45.2 |
14.3% |
22% |
9% |
Asia – Pacific and Middle East |
44.2 |
24.5 |
80% |
17% |
7% |
Annual Revenues |
605.6 |
569.7 |
6.3% |
7.5 % | 100% |
South Korean research company Active Insights Korea, Inc entered Ipsos' scope of consolidation on 1 January 2004. Hispania Research Corporation (based in Puerto Rico and Panama) and TQA Research Pty (based in Melbourne, Australia) have been consolidated since 1 July. Finally, Japanese company Japan Statistics and Research Co Ltd entered Ipsos' scope of consolidation on 1 October. On the other hand, EORG, through which Ipsos - Inra Belgique and other partners managed the Eurobaromètre contract on behalf of the European Commission, left the scope of consolidation on 1 July 2004.October 1.
Ipsos is maintaining its growth in all business
lines. This is particularly the case in advertising
research, due to its integrated organisation -
operating under the single brand of Ipsos ASI
- and in customer relationship management research,
in which Ipsos has had an integrated organisation
under the Ipsos Loyalty brand since 2004.
Revenues per business area |
2004 |
2003 |
Change |
Organic growth |
2004 revenue breakdown |
Advertising Research |
136.8 |
127.1 |
7.6% |
13% |
23% |
Marketing Research |
328.5 |
304.7 |
7.8% |
7% |
54% |
Media Research |
49.0 |
48.4 |
1.1% |
2% |
8% |
Customer Satisfaction |
53.2 |
45.9 |
15.9% |
9% |
9% |
Opinion & Social Reserach |
35.1 |
40.9 |
(14.2)% |
5% |
6% |
| Other | 3.0 | 2.7 | 11.1% | N/S | 0% |
| Annual Revenues | 605.6 | 569.7 | 6.3% | 7.5% | 100% |
Ipsos expects operating margin of 9% for 2004. This performance would correspond to a slight improvement on an excellent 2003.
2005 outlook
In 2005, the market is likely to grow by 5%, as
in 2004. Ipsos is targeting stronger organic growth
than in 2004.
This ambition is driven by the conviction
that the company is well placed to respond to
changes in the market, which are reflected by
increasing demand for services that require:
- The ability to carry out coherent, homogeneous and simultaneous research programmes in a number of countries.
- Constant improvements in working procedures, resulting in information being produced with ever-increasing quality and speed and at ever-lower cost.
- The ability to improve the explanatory and predictive power of data, such that they can be used immediately in brand management, innovation plans and the definition of communication policies.
Ipsos' strategy in meeting this demand remains unchanged, and has five main aspects:
- Selective acquisitions in Asia-Pacific, but
also in the key markets of North America and
the UK (see today's press release on the acquisitions
of Descarie & Complices in Quebec and Shifrin
Research in the USA).
- An ongoing programme to enhance and differentiate its offering in its five business lines.
- Efforts to strengthen partnerships with major international customers.
- An initiative to increase the proportion of research carried out online.
- Constant focus on the quality and professionalism of staff, guaranteeing the excellence of Ipsos' services and maintaining its reputation.
This strategy ensures that Ipsos' growth will continue, and that it will achieve its aim of being acknowledged by customers as one of their key partners in its specialist areas.
The successful pursuit of this policy comes at a price. It requires large amounts of R&D expenditure, the provision of additional production resources, particularly in online research, and efforts to expand the workforce and improve its quality. As a result, Ipsos expects operating margin to remain stable in 2005.
This forecast factors in the implementation of
a new plan to enhance variable remuneration systems,
the details of which will be announced alongside
full-year 2004 results. It also includes the impact
of recognising the cost of stock option plans
in operating expenses.
18.01.05, Moscow
Alexei Verizhnikov is appointed as the acting Qualitative Research Director,Alexei Verizhnikov joined Ipsos Russia in 2001 having before 12 years of experience in social research.
Alexei services the key company's accounts and is specialized in the qualitative research of image-rich categories (cigarettes, alcohol, automotive). Starting from January 2005, Alexei was appointed as the acting Qualitative Research Director. He currently manages the department of 11 people continuing to supervise the JTI key account on qualitative side.
Educational background: Moscow State University named after Lomonosov, faculty of economics; Central European University, Prague, faculty of sociology (MA); Graduate School for Social Research, Warsaw (PhD).
2004
08.10.2004, Moscow
Ipsos Russia conducted The Client Conference on the latest consumer trends, which took place in Zona Club Moscow. The conference consisted of five presentations.Valerie Chasse (Qualitative International Development Director, Ipsos, France) opened the conference with the results of Trend Observer for the years 2003-2004.
Elena Mosicheva (Deputy Managing Director, Ipsos, Russia) and Tatyana Ziglina (Account Director, Chief Methodologist, Ipsos, Russia) presented the results of the Trends research in Russia from the experts' perspective. The presentation unveiled the specifics of socio-cultural and consumption trends in Russia for the last 10 years, as well as corresponding discourses in advertising and marketing.
Then Dmitry Shoulgin (Deputy Managing Director, Ipsos, Russia) and Maria Potanina (Group Director, Quantitative Methods and Strategy, Ipsos, Russia) presented the Moscow citizens' consumer perceptions of the most popular brands of today and tomorrow for various product categories (brands popularity rating).
Afterward Alexei Verizhnikov (Chief Analyst, Ipsos, Russia) discussed the problem of so- called metrosexuals: genesis of the phenomena and its historical analogies. The following questions were raised: did the social phenomena exist before it was actually ascribed a certain identification term? Had they been hiding deeply underground awaiting for legalization through the means of mass media or had they been totally unaware of their own identity?
Simon Priadko (Director of Ipsos-ASI in Russia), completed the seminar with a speech on trends in Russian advertising, focusing on the key themes of communication and how the relate to trends in the society.
The Event was conducted in one of the most avant-guard venues - Zona Club. It was a great success with about 100 clients attending. To name just a few: SABMiller, Avon, BBDO, Beiersdorf, Colgate, Daimler Chrysler, Danone, Frito Lay, Johnson& Johnson , Japan Tobacco International , Lowe Adventa, Masterfoods, Nestle, Pepsico, SC Johnson, Siemens, Unilever, etc.
2010
28.07.10, Paris.
Ipsos regains its crescendoThe figures speak for themselves. Ipsos achieved growth of 14.3% in the first quarter of 2010, and 21.4% in the second, making 18.1% for the first half as a whole.
» learn more
20.06.10, Moscow.
IPSOS provides a new, state-of-art SERVICE of integrated market segmentation. Brand Perceptor™.» learn more
20.05.10, Moscow.
On May 20 Ipsos Russia held the "Beyond the Fringe - 2010" conference dedicated to new marketing research approaches which allow us to go beyond the standard marketing tools and establish new guidelines for marketing, advertising and brand consulting.» learn more
11.05.10, Paris.
Ipsos released its revenues for the first quarter of 2010.» learn more
2009
30.07.09, Moscow.
Ipsos ASI Launches a New Post-test Product.» learn more
July 2009, Moscow.
Ipsos Marketing Launches New Brand Research Products to Strengthen and Extend Brands.» learn more
22.04.09, Moscow.
Ipsos Marketing Russia presented new Ipsos qualitative research techniques employed on different stages of the innovation funnel. The presentations were held within the frames of the «More of high-quality products!» conference that took place in Marriott Courtyard Hotel.» learn more
31.03.09, Moscow.
Ipsos ASI Russia held a client Breakfast "Anti-Crisis Menu". The Breakfast was focused on Advertising Research innovative tools that help to optimize creative part of the campaign as well as communication media plan in the current crisis environment.» learn more
2008
09.10.08, Moscow.
Ipsos Russia held a Conference entitled "Emotional Marketing", dedicated to the role of consumer emotions and emotional response to brands and to advertising.» learn more
19.06.08, Moscow.
Ipsos Russia held a Conference entitled "Shopper Insight", dedicated to shopper research.» learn more
2007
30.05.07, Moscow.
Ipsos Russia held a clients’ conference called "INNOVATION RESEARCH" was dedicated to new product development and research techniques that help clients along the innovation funnel.» learn more
15.03.07, Moscow.
Ipsos Russia held a client's conference "Beyond the Fringe". The Conference intended to highlight the issues which typically remain understudied while using the traditional research approaches.» learn more
2006
28.04.06, Moscow.
Ipsos ASI team resumed internal ASI breakfasts which are conducted each Friday. The theme of this Friday breakfast was “An introduction to Ipsos-ASI. Advertising Evaluation System”» learn more
01.04.06, Moscow.
Natasha Laskorna, currently key account manager for Kraft EMEA (Europe, Middle East and Africa) will be relocating to our newly established Geneva office (Switzerland), as Ipsos Insight Manager for P&G. She will be supporting their categories and developing new business with them. Masha Roschina will take on the new role of Kraft key account manager for the EMEA region, based in Russia.» learn more
30.03.06, Moscow.
Elena Speer, managing director of Ipsos-ASI Russia & Ukraine, took part in the conference "Advertising Testing: How? Why? Is it necessary?" organized by the Art-Director Club Russia (ADCR) in co-operation with MAS Events. The conference came as a part of the Client-Agency Dialogue meeting program aimed at achieving greater efficacy of joint activity involving a client and an advertising agency in creative development.» learn more
28.03.06, Moscow.
Maria Potanina, Group Director, Quantitative Methods and Strategy IPSOS, took part in a seminar "What Women Want", organized by magazine "AdIndustry".» learn more
22.03.06, Moscow.
Elena Speer, managing director of Ipsos-ASI Russia & Ukraine, took part in the talk-show "Celebrities in Advertisement: How Much Are They and Are They Worth That Much" organized in joint effort by the Industria Reklamy magazine and BMC as an event at the Design and Advertising exhibition» learn more
2005
29.11.05, Moscow.
Moscow's Advertising BoomMuscovites are bombarded with advertising at every step – in the form of billboards, large video screens, and television commercials. Advertising even dominates the metro, where posters and stickers are supplemented by audio clips played to passengers as they descend and ascend the escalators.
» learn more
08.11.05, Kiev.
Sergei Kornev has joined Ipsos Ukraine as Group Director, Quantitative Methods and Strategy.» learn more
07.10.05, Moscow.
Qualitative Research Division News» learn more
01.10.05, Kiev.
Irina Baleva joins Ipsos as General Manager Ipsos Ukraine» learn more
01.10.05, Kiev.
Oksana Pleskova has been promoted to Key Account Director Ipsos Ukraine» learn more
01.10.05, Moscow.
Elena Speer joins Ipsos as head of Ipsos ASI Russia & Ukraine.» learn more
22.09.05, Moscow.
In an effort to recognize its most productive fieldwork staff, Ipsos Russia organized "The Best Interviewers Event", at the Sheraton Palace Hotel.» learn more
20.09.05, Paris.
Ipsos in the first half of 2005.Over the first half of 2005, Ipsos demonstrated its ability to pursue its goal of becoming a major international market research company, active in all key regions and countries, and a leader in its chosen specialist areas.
» learn more
16.08.05, Paris.
Ipsos posted first-half 2005 revenues of ˆ321.8 million, up 12.5% compared to first-half 2004.» learn more
August 2005
Krisis. The New Qualitative Approach from Ipsos.» learn more
July 2005, Paris.
The latest edition of Ipsos Ideas, our global magazine, explores the evolution of customer satisfaction and retention models, from the quality movement to the database age to the present, and the misperceptions that have accumulated along the way.» learn more
29.04.05, Moscow.
Jeff Stewart is appointed Managing Director of Ipsos Russia and Ipsos Ukraine.» learn more
28.04.05, Moscow.
Alexei Verizhnikov has been appointed as the Director of Ipsos Russia's qualitative research department.» learn more
15.02.05, Paris
Ipsos generated consolidated revenues of 605.6 million euros in full-year 2004, up 6.3% relative to 2003.» learn more
18.01.05, Moscow
Alexei Verizhnikov is appointed as the acting Qualitative Research Director, Ipsos Russia.» learn more
2004
08.10.2004, Moscow
Ipsos Russia conducted The Client Conference on the latest consumer trends, which took place in Zona Club Moscow. The conference consisted of five presentations.» learn more
