1. “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.

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

3. 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

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

5. 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 –

6. 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.

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

8. 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.

9. 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

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

12. 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.

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

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

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

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

17. Fiona Rooney, Managing Director

18. Thank you.