Press Room
JUNE 2010
Online Research School
MARKETING MANAGEMENT / №5-6 / may-june 2010Marketing Management has published "Online Research School", which was prepared by the head writer of the column, Alexander Shashkin (CEO of OMI), together with our colleagues from Ipsos ASI. The subject is about how the views of the target audience of advertising not only motivate a purchase, but also create a strong brand.
Please download the article (Russian version only)
JULY 2009
Exhibitionists' parade
E-XECUTIVE / july 8 2009Why are social networks so popular in Russia? Can this be called a sensation or just a natural outcome of Internet technologies development? The research director Sergey Cheikhetov expressed his expert opinion on this issue.
Please read the article (Russian version only)
http://www.e-xecutive.ru/knowledge/announcement/1087413/index.php?ID=1087413
APRIL 2009
Advertizing goes to the Internet
RBC daily / № 56(619) / april 1 / 2009TV advertizing has a high rate of popularity among advertisers. However, according to Ipsos ASI survey results, during the recession while companies cut off and redistribute their marketing budgets outdoor and Internet advertising gather pace. At that, Ipsos ASI experts mention that the highest advert message efficiency is achieved via concurrent usage of several media vehicles.
Please read the article (Russian version only)
http://rbcdaily.ru/2009/04/01/media/408596
Tired of crisis
RBC daily / № 62(625) / april 9 / 2009The number of Russians who track economics and stock market data has decreased for the first time since the prolonged growth from August 2008. Comment of the senior analyst Konstantin Efimov in which several factors influencing this reduction are mentioned has been released in this regard.
Please read the article (Russian version only)
http://rbcdaily.ru/2009/04/09/media/409691
Save money during crisis
Moscow-Info / № 11 / april 13 / 2009The financial crisis forced the majority of the capital city citizens to review their household budget, to cut down expenses and to give up a lot of sweets of life. "Moscow Info" found out what exactly Muscovites save on. The tracking projects co-director Daria Arkhipova made comments on this matter.
Please download the article (Russian version only)
RBC TV / april 20 / 2009
Elena Speer has participated in program "IN THE FOCUS" on RBC TV, talking about the advertising market.
MARCH 2009
llusion of economy
RUSSIAN REPORTER / № 10(89) / march 2009Sergey Sheikhetov, Qualitative Research director, gave a comment to "Russian reporter" magazine on the topic of so-called "imaginary economy" which is inherited to people at the moment.
"In spite of the crisis, a lot of people still haven't started to economize for real. According to research results, they really wanted to save and have convinced themselves, that they are doing it, but in real the consumption has not been reduced...", says Sergey Cheikhetov.
Please read the article (Russian version only)
http://www.expert.ru/printissues/russian_reporter/2009/10/qa_sheyhetov/
FEBRUARY 2009
From a public speech broadcast on February 13, 2009 by the radio station "GOVORIT MOSKVA" ("This is Moscow speaking").
The program was dedicated to the world financial crisis impact on the product industry and "luxury" services.
Head of the Qualitative Department Alexei Verizhnikov and Research Director Sergey Cheikhetov gave a broadcast talk on the "GOVORIT MOSKVA" ("This is Moscow speaking") radio station (92,0 FM).
Script & audio file (Russian version only):
www.govoritmoskva.ru/sot/090213101014.html
DECEMBER 2008
How to increase sales in shops with communication tools.
ADINDUSTRY / №12 / december 2008How do shoppers behave in store? How can one affect sales? An article called "Growth Point" attempts to overview results of shopper behavior surveys, conducted by different companies (IMCA, GFK, TNS, Qualitative quest etc.). The article includes some results of Shopper behavior survey, conducted by Ipsos Russia in May.
Please download the article (Russian version only)
NOVEMBER 2008
KOMPANIYA / №45 / december 2008
The magazine "Kompaniya" ("Company") published an interview with Co-President of Ipsos Group, Mr. Didier Truchot, which was given during his last visit to Moscow in October 2008.
Please download the article (Russian version only)
The Russian Market of Marketing Research
ADINDUSTRY / №11 / november 2008The magazine "Industriya reklami" ("Advertising Industry") published a review about the Russian Market of Marketing Research. The article presents "The Map of Marketing Research World", including MR agencies which have license-based methodologies. The role of these methodologies in the competitive battle as well as the place occupied by Ipsos Russia on the "Map" are described in the article "Sekretnoye Oruzhiye" ("Secret Weapon").
Please download the article (Russian version only)
"Might is Right"
ADINDUSTRY / №11 / november 2008TThe variety and cultural diversity of the markets as well their geographical scope should seemingly force the transnationals to adapt their marketing policies with regard to this great complexity. Whether this is really happening? Please find the answers in the article by Alexey Verizhnikov "Pravo silnogo" ("Might is Right").
Please download the article (Russian version only)
OCTOBER 2008
The Culture Code for Homo Post-Soveticus
ADINDUSTRY / №10 / october 2008To 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?
The issue is explored in the article "The songs with the core meanings" (October 2008. "AdIndustry") written by Alexei Verizhnikov, Ph.D., Head of the Qualitative Department, IPSOS Russia.
Please download the article (Russian version only)
AUGUST 2008
Nation-specific perception of brand
ADINDUSTRY / №7-8 / july-august 2008In Russia, which still does not fully meet a definition of "highly developed consumerist society", the perceptions of brands differ significantly from those in Western Europe and North America. In the West, consumers are accustomed to the great variety of brands and feel at ease in navigation in the equally great number of the brand-stories and brand-legends. They easily read the context behind the brand communication and enjoy the play relating a brand to this or that style or fashion. In Russia, due to the historical circumstances, consumers have a poor orientation in the world of styles. Russian consumers frequently do not grasp the context behind the international brand communication. Respectively, in their minds the brand communication could start to leave its own life somewhat different from the original message.
This issue is discussed in the article "Story about Power" (August 2008. "AdIndustry") written by Alexei Verizhnikov, Ph.D., Head of the Qualitative Department, IPSOS Russia.
Please download the article (Russian version only)
JUNE 2008
Folk Art
ADINDUSTRY / №6 / june 2008Consumers have started interfering more and more actively into the sphere that ad makers are used to consider their own. Nowadays each more or less remarkable advertisement - TV or print -immediately becomes the question under discussion in Internet. Having hit the pages of blogs and forums, creators' ideas start living their own life, at times getting an absolutely different meaning than the one their creators put into them. This issue is discussed in an article by Sergey Cheikhetov, Research Director of Qualitative Department, IPSOS Russia.
Please download the article (Russian version only)
APRIL 2008
All women do it
Vodka "Damskaya" [Lady's] recently hit the market, but though the brand has made a lot of noise
SALES BUSINESS / №5 / april 2008Max Spector, Senior Consultant of Ipsos' Qualitative Department, commented to "Sales Business" magazine on the problem of positioning women's vodka: "To create
a segment of women's vodka and be able to keep up with the competition is easier with lower price positioning (100-150 rub per bottle)".
Please download the article (Russian version only)
Foreign countries will help us
Could Russian advertising be evaluated by European standards?
ADINDUSTRY / №4 / april 2008The rules of creating an effective advertisement are well known. The advertisement must be recognizable, memorable and create a desire to purchase the product. However these rules are hard to put into practice because there are too many "local peculiarities" which influence people's behavior. Nevertheless, Ipsos' research shows that from the point of view of creating a basic criteria for effective advertisement, Russia does not differ from Europe, and a universal measure of advertisement effectiveness still exists. This does not mean that some amount of "fine tuning" of advertising is required in order to address the peculiarities of any particular country. How this 'fine tuning' is put into practice is described in an article by the Managing Director of Ipsos ASI Russia & Ukraine Elena Speer, as published in "Advertising Industry" magazine.
Please download the article (Russian version only)
MARCH 2008
Image-makers of new generation
Trend-hunters: another new rare profession appearing in Russia
ITOGI / №11 / march 2008The magazine "Itogi" published commentaries of Sergey Sheikhetov, Deputy Director of Qualitative Research Department concerning the issue of trend-hunters as the newly-appeared rare profession in Russia.
"During 90-ies none of any intricate marketing strategies were needed. There were certain goods and they were bought, - says Mr. Cheikhetov, - but now goods must have a certain image, something enchanting about them to be sold successfully".
Please download the article (Russian version only)
FEBRUARY 2008
AFISHA / №3 / february 2008
Alexei Verizhnikov, Ph.D., Head of the IPSOS Russia Qualitative Department, gave an interview to the "Afisha" magazine. It was devoted to the so-called "gopniks", the specific local subculture making up a substantial portion of the Russian population. Who are the "gopniks"? What is the difference between them and inhabitants of the Western "inner city"? Why do we need to pay attention to this segment? Answers to these questions are found in the article "Don't say Gop."
Please download the article (Russian version only)
Where do "gopniks" come from and what do they do?
From a public speech broadcast on February 3, 2008 by the radio station "GOVORIT MOSKVA" ("This is Moscow speaking").Where is our middle class? Sociologists and political scientists have been making vain attempts to designate the middle class in Russia, but it has not yet been formed by all appearances. A great deal of people in Russia might form part of this middle class. Who are they? One might call them "gopniks" ("intellectual bullies") - a somewhat forgotten word. These people are 20 years old or so, working in small private companies. Who are these "new gopniks"?
Alexei Verizhnikov, Head of IPSOS Russia's Qualitative Research Department and Sergey Cheikhetov, IPSOS Russia's Qualitative Research Director, answer these questions of: 'how did you trace this category of people'; and 'what urged you to start this research'?
http://www.govoritmoskva.ru/politic/080205215455.html
What's the difference between bloggers and users?
ADINDUSTRY / № 2 / february 2008There are already several millions of weblog authors and bloggers on the Russian Internet. After having progressed from niche coteries, their open avowals are now part and parcel of mass netiquette. According to weblog authors, their main distinction is their love for freedom. How does this change the strategies of Internet advertisers? This issue is discussed in an article by Sergey Cheikhetov, Research Director of Qualitative Department, IPSOS Russia. Quantitative data is also provided by Evgenia Khoprichenkova, the IPSOS Russia Quantitative Department Deputy Director.
Please download the article (Russian version only)
JANUARY 2008
ADINDUSTRY / № 1 / january 2008
In Russia, currently brand communication is overwhelmingly aimed at the two major targets - on the one hand, to so-called "sovoks", i.e. ageing former Soviet citizens over 40 and, on the other hand, the so-called "yuppies", the ambitious and successful young managers working in big international and local companies.
However, the population of some intermediate types is definitely overlooked by the marketing and research communities; one of these overlooked types is the so-called "gopniks."
Who are "gopniks"? What are the ways of evolution of this social group? What is the value of this segment while developing the marketing and advertising strategies?
Answers to these questions are discussed in the article "Gop-Stop" (January 2008. "AdIndustry") written by Alexei Verizhnikov, Ph.D., Head of the Qualitative Department, IPSOS Russia.
Please download the article (Russian version only)
DECEMBER 2007
"Admarket", in cooperation with Russian advertising agencies and researchers, offers its best wishes for the Seasonal Holidays. We offer our congratulations to colleagues of other companies and of course from our management.
http://www.admarket.ru/interactive/reporting/reporting_26.html
NOVEMBER 2007
SALES BUSINESS / №11 / november 2007
Jared Moran, the IPSOS ASI Co-director of Tracking Research Department, was interviewed by "Sales Business" magazine.
Jared described visiting a number of large supermarkets and home appliances shops, and commented on the sphere of services.
In particular, Jared commented that "the Russian retail market looks more and more like the USA; the operating hours are becoming longer and the service is improving. However, the improvement in service appears primarily in the larger shops. For example, sales clerks are generally very friendly and attentive to customers as consumers enter a store, asking how they could be of help, available and ready to provide information about the products they offer in the store."
Please download the article (Russian version only)
OCTOBER 2007
MARKETING MANAGEMENT / № 10 / october 2007
"Marketing Management" magazine published an article by Co-director of the IPSOS ASI Tracking Research, Darya Arkhipova. The article is devoted to the topic of the efficiency of the use of "stars" or "celebrities" in advertising.
According to Darya, "On one hand, the celebrity can "eclipse" an advertised product. The celebrity can draw excessive attention, with the result being that the consumer will remember only the star, and will forget which product is advertised. On the other hand, the celebrity is a usual person and his or her behavior in real life can strongly harm the image of the brand. For example, usage of sportsmen in advertising can often be connected with a similar problem. If the sportsman starts to lose, it can affect the image of the brand - brands for losers".
Please download the article (Russian version only)
SEPTEMBER 2007
PLANUNG & ANALYSE MARKET RESEARCH / september 2007
An article "Generation of the 2000s in the Light of Blog-Sphere", written by of Sergey Cheikhetov, Konstantin Efimov and Ivan Bezdenezhnykh of the IPSOS Qualitative Department, and the IPSOS Quantitative Department Director, Maria Potanina, was published in the German magazine "Planninng & Analysis".
Please download the article
AUGUST 2007
ADINDUSTRY / № 15-16 / august 2007
"AdIndustry" published the results of the Russian Luxury Marketing research done by IPSOS France in the spring of 2007.
"According to the marketing research of Russian Luxury held by IPSOS France, in Moscow alone there are 88 thousand millionaires purchasing luxury brands. This figure is equal to 6 % of all luxury consumers worldwide. There are as many millionaires living in the Russian capital as in New York, and there are 8 thousand more than in London."
Please download the article (Russian version only)
ADINDUSTRY / № 15-16 / august 2007
In "AdIndustry" magazine, Sergey Sheikhetov, Deputy Director of the IPSOS Qualitative Research department, commented on the problem of usage of revolutionary styles in advertising.
"The idea of uncompromisingness, mutiny against an established order and internal democratic character contradicted values of a target audience unlimited tariffs". Sergey Sheikhetov describes the problem of "Che Guevara "campaigns" of the Sonnet. In the 90's the business the audience was still very far from emphasizing nonconformism and individuality. Other models of behavior were attractive to potential buyers of unlimited tariffs; not Che Guevara, but the Rothschild and Rockefeller".
Please download the article (Russian version only)
JUNE 2007
SALES BUSINESS / №6 / june 2007
An article published in the "Sales Business" magazine quoted the IPSOS Senior Project Manager of Qualitative Department, Maxim Spector. The article discusses the position of regional and federal brands within the alcoholic beverage market.
In particular, Maxim noted, "Basically, a successful regional brand is nowadays doomed either to breaking through to the federal level or to entering a package of a large-scale federal or international manufacturer, and this is suggested by the mere logic of business development. Within the framework of the alcoholic beverage, in particular, beer business, too large a role is played by advertising budgets, federal brands having much bigger ones, to say nothing of such international manufacturers as Heineken, Sun Interbrew, SAB Miller, Diageo, Beverages and Trading, etc.".
Please download the article (Russian version only)
360° revolution
ADINDUSTRY / SPECIAL ISSUE / june 2007How much demand is there for multi-media communication in Russia and Europe? Legislative restrictions and consumer behavior force market specialists to look for new ways to interact with the audience. Are advertising agencies ready to develop multi-media communication? What are the obstacles for new channels in Russia and Europe? IPSOS research answers these questions.
Please download the article
MARKETING MANAGEMENT / № 6 / june 2007
"Marketing Management" magazine published an article by Oksana Gromova, the Senior Research Manager of the IPSOS Qualitative Research Department. "Consumption bears symbolic character: when choosing different brands, consumers demarcate their social space, denoting their position in this space and in the social environment, with the latter revealed to people around by means of chosen brands of watches, perfumery, clothes, beer, cigarettes or motor-cars. Consumption cannot be torn apart from the social context since the brands bear significance namely in the frame of social context.
To realize what male and female consumers exactly want nowadays, Gender Studies are often conducted. The referenced article results from the analysis and experience gained by our company in qualitative research activities."
Please download the article (Russian version only)
MAY 2007
ADINDUSTRY / № 9 / may 2007
Sergey Cheikhetov, Deputy Director of the IPSOS Qualitative Research Department, was also interviewed by the "AdIndustry" journal on trend research.
"In trend research, we adhere to the ethnographic methods. Observations or interviewing in clubs, in the streets, at work, at stores or at respondents' homes. However, the most active method is the online blog research. It is quite simple in execution, for the users are already split in groups by interests, and the popularity of each of them can be traced by the number of virtual friends. IPSOS employees find participants in the LiveJournal, the so-called trend-setters, who then participate in a series of research events both on- and off-line".
Please download the article (Russian version only)
MARCH 2007
On March 2nd, "AdMarket" magazine conducted an interview with Sergey Cheikhetov, Deputy Director of the IPSOS Qualitative Department. The topics included 'trendsetters' and 'research ideas of youth on the internet'.
Please visit the web site admarket.ru http://www.admarket.ru/interactive/interview/2007/03/12/interview_64.html
FEBRUARY 2007
ADINDUSTRY / № 3 [126] / february 2007
Companies operating in В2В markets often attend to their brands without due diligence. IBS set to improve its image and positioning as late as in the tenth year of its existence; now they are assessing the results of their second rebranding.
The article describes use of research work done by IPSOS Russia in 2005.
Please download the article (Russian version only)
360° revolution
ADINDUSTRY / № 3 [126] / february 2007How much demand is there for multi-media communication in Russia and Europe? Legislative restrictions and consumer behavior force market specialists to look for new ways to interact with the audience. Are advertising agencies ready to develop multi-media communication? What are the obstacles for new channels in Russia and Europe? IPSOS research answers these questions.
Please download the article (Russian version only)
NOVEMBER 2006
BUSINESS-MAGAZINE / № 22/ november 2006
Marketing research activities have changed marketing in a way, because the new marketing policy is primarily targeted at consumers and their needs. When interviewed by "Business-Magazine" about current and future trends in the marketing research area, the Group-Director of IPSOS Russia Maria Potanina commented, "I'd raise the three major problems now faced by market research companies in Russia. The first one is concerned with operations, logistics "as a whole", including work with regional subcontractors… the second - with current taxation policy, unfavorable for the researchers… the third one - with labor market…".
Please download the article (Russian version only)
SEPTEMBER 2006
BUSINESS-MAGAZINE / № 17/ september 2006
Maria Rosсhina, Research Project Manager, defines the following differences between male and female purchasing behavior, "A male buyer tends to save time and make his purchase choice more rational, primarily thinking of its functional purpose and expedience. A woman sets higher importance to aesthetical values and advantages".
Please download the article (Russian version only)
MAY 2005
ADINDUSTRY / № 1 0 [8 4] / may 2005
Rating of Russian research companies. Rating indicators as of December 31, 2004.
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JUNE 2004
"NOBODY'S UNPREDICTABLE"
COMPANY / #24С320) / june 2004Co-President of IPSOS Didier Trouchot is sure that research is easy.
Didier Trouchot founded IPSOS in 1975, having six years of research experience and having studied English language in high school. 30 years later Trouchot still manages IPSOS, which is now one of the biggest research companies in the world.
Please download the article (Russian version only)
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