“Why do I need to learn that?” “Will I ever use that in the real world?” © 2018 Ipsos.  All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

Problem solving in the work place Research skills to solve problems at work Why is innovation in research important? The latest innovations in research

Research skills to solve problems in the workplace An advertising campaign Media planning and buying Bench marking attitudes Testing the creative Tracking results Calculating Return on Investment Multiple computations within a fixed budget Return on every £1 spent – straight calculations to complex econometric modelling BUDGET Measure attitudes Measuring levels of awareness, influence, message understanding, change in attitudes and change in behaviour Test if the creative resonates with the audience

Why innovation is important? Survey fatigue Mobility Busy, time poor lives Clients want more Clients want innovation

People’s REALITY has changed 221 times/ day 12 seconds in 2000 to Attention span went from 12 seconds in 2000 to 8 seconds today** Smartphone users connect in short bursts 221 times/ day on average* Uses their phone for 1372 minutes a week* **Statistic Brain – www.statisticbrain.com

The Latest Innovation in Research Research is constantly adapting… Fuelled by technology and the changing expectations of both participants – in terms of how we engage them - and end clients - in terms of how they receive and use the outputs.

Our technologies need to constantly evolve Excluding mobile respondents from our research prevents us from listening properly 7

case study The in-flight customer experience The Ipsos Mobile app was used as part of a multi-methodology approach. This involved physically and technologically accompanying airline passengers through their total flying experience, from booking the flight until leaving the airport at their destination The app took over when respondents boarded their flight, meaning they could continue to provide feedback whilst on board. This ensured respondents were able to record their ‘in the moment’ experience of all on-board journey touch-points (such as in flight entertainment and food & drink). The Ipsos Mobile app also enabled respondents to take pictures and record short video clips of their experience, so we could re-live on board moments and see the extent of their highlights and frustrations, which gave us powerful material to use within the debrief workshop.

behavior over time 2 1 3 Facilitating a more involved at-home exercise What was the client’s business issue? 2 What solution did we recommend and use? 3 What were the results/benefits? The client conducted a 3-day national food and beverage consumption diary. They needed a way to facilitate a high level of engagement that would simplify and streamline a complex procedure to count nutritional value in combination with eating habits Ipsos combined traditional research with mobile innovation. Fieldworkers conducted a pre survey (covering habits, measurements, weight etc.) Consumers then recorded everything they eat or drank during that period through their mobile devices – in real time. All of the information was linked to a real-time dashboard for coding and analysis The client received a complete and accurate picture of consumption during the 3 day period through the guidance of the fieldworkers and the mobile tools used. And, the real-time coding platform enabled them to summarise and analyse the data quickly and effectively

Facial Coding A measure of emotional engagement Understanding people’s emotional response to video assets

Automated Facial Coding Artificial intelligence detects facial muscles Facial muscle movement encoded based on FACS* Behavioral modeling / machine learning decodes facial behavior *Facial Action Coding System developed by psychologist Paul Ekman.

Understanding emotional engagement with ads The Sainsbury’s Christmas Ad ‘Christmas is for Sharing’ 14

Viewers experience an emotional journey during the ad, with the stronger peaks of engagement more apparent in the second half of the film…. … with the football scenes and sound (especially music) causing positive emotional engagement, building response Viewers experience an emotional journey during the ad, with the stronger peaks of engagement more apparent in the second half of the film…. … with the football scenes and sound (especially music) causing positive emotional engagement, building response 15

The ‘Christmas for Sharing’ message introduced when Otto finds the chocolate bar ensures the ad ends on a positive emotional note The Sainsbury’s brand introduction is at the peak of engagement, with a further build when the Royal British Legion connection is revealed The ‘Christmas for Sharing’ message introduced when Otto finds the chocolate bar ensures the ad ends on a positive emotional note The Sainsbury’s brand introduction is at the peak of engagement, with a further build when the Royal British Legion connection is revealed 16

“Why do I need to learn that?” “Will I ever use that in the real world?” Every job depends on research As you have seen the advertising continues to exist because of GOOD research Research which is delving deeper into how we feel as well as our opinions and attitudes But in order to do GOOD research the basic research skills are essential and maths and statistics are an essential part of that After 25 years in the business the question I still get asked the most is: IS THAT STATISTICALLY SIGNIFICANT OR A STATISTICALLY SIGNIFICANT DIFFERENCE

Fiona Rooney, Managing Director 028 9050 0800 Fiona.Rooney@Ipsos.com

Thank you.