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Le meilleur des études Ipsos à travers le monde – Mai 2017
1.
Version 1© Ipsos
MORI IPSOS UPDATE May 2017 A selection of the latest research and thinking from Ipsos teams around the world
2.
Version 1© Ipsos
MORI . WELCOME Welcome to the May edition of Ipsos Update – our round-up of the latest research and thinking from Ipsos teams around the world. The underlying idea of Ipsos Update is simple: to present aspects of the “Best of Ipsos” in an easily digestible format. We have not tried to be comprehensive; the focus is on content which will be relevant to more than one market or specialist research area. Links are provided to the various points of view and information sources, as well as the Ipsos colleagues responsible for each piece of work. We hope you find this useful. Please email IKC@ipsos.com with any comments or ideas, or if you would like to subscribe to future editions. Thank you.
3.
Version 1© Ipsos THE
ECONOMIC SITUATION IN LATAM: The latest views from Latin America FLAIR ITALY 2017: The Bespoke Reality The latest in the Ipsos Flair series – our focus on a country, its values, its people. In Italy, we find a country pessimistic about growth and uncertain about where Europe is heading. IN THIS EDITION TURKEY REFERENDUM: Voting patterns in the constitutional referendum April’s constitutional referendum divided the nation. For example, “Yes” votes were concentrated particularly among 25-44-year-old males, while the majority of young first time voters said “No”. DIGITAL ADVERTISING: Marketers need to know the metrics that matter How to get noticed amid the clutter? It’s imperative for success in digital advertising to start off from the right place — with a clear focus on the metrics that matter. BRAZIL PULSE: Politics, the economy, consumer behaviour and the social agenda FRAUD SURVEY 2017: Is corruption and bribery rife in the workplace? A look at business perspectives on fraud across Europe, the Middle East, India and Africa. One in two say it remains a widespread problem in their country. POPULISM OR A BANANA? The rise of a new political agenda Are we seeing something significantly different when it comes to politics, both domestically and globally? Just what is going on? Many have called it “populism”. Is that the case or is it something else? Ratings of the country’s direction of travel and Presidential approval scores both remain in negative territory, as does consumer confidence. Our regular survey of opinion leaders in the region finds more optimism about the economic prospects for countries on the Pacific rather than the Atlantic coast.
4.
Version 1© Ipsos POPULISM
OR A BANANA? The Rise of a New Political Agenda Are we seeing something significantly different when it comes to politics, both domestically and globally? And what is going on? Many have called it populism. Is that the case or is it something else? The world has entered a new political “supercycle”, where citizens are supporting political leaders who promise to upend broken institutions. The 2016 United States presidential election is a prime example of this development. Across party lines, a majority of Americans believe the “system is broken.” This belief stretches beyond the United States. Coupled with nativism, this largely explains why confidence in institutions such as the media and political parties is low throughout the world. In this presentation, Cliff Young defines populism as a political strategy with three necessary conditions: 1) the presence of a political entrepreneur willing to break the rules, 2) a sense of insecurity among the people, and 3) the belief that the system is broken. When these variables align, we often see populist change, such as the 2016 U.S. presidential election and the Brexit referendum.READ MORE DOWNLOAD CONTACT
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Version 1© Ipsos Italy
no longer trusts in Europe It seems that the foundation of the pact has been called into question. Many associate the EU with ongoing austerity. Meanwhile there is deep disapproval of Europe’s response to the migrant crisis. Italy’s families are in an increasingly precarious situation As many as 97% of families find themselves in an income situation equal to or lower than in 2005. Few anticipate growth in consumption and especially not in employment. Italy has seen a boom in organic food Growing by 11% between 2010 and 2014, the organic food market has snowballed in recent times. The estimated turnover is around €3 billion and involves an increasingly high number of operators (over 55,000 companies). Italy threatens to miss the digital economy’s opportunities Italians spend 78% of their online time via mobile, and 89% of this time is spent using mobile apps. However, mobile consumption is concentrated on a limited number of apps and multi-platform (desktop and mobile) usage is lower than in US, UK and Spain. READ MORE DOWNLOAD The latest report in our Ipsos Flair series is on Italy, a country in a precarious situation FLAIR ITALY 2017: THE BESPOKE REALITY CONTACT
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do key opinion leaders think about Latin America? DOWNLOAD THE ECONOMIC SITUATION IN LATAM READ MORE CONTACT
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REFERENDUM On the day of the referendum on the proposed constitutional amendment package, Ipsos in Turkey’s Social Research Institute conducted an exit poll for CNN TURK TV Channel. Some of the insights from the survey: • “Yes” votes mainly came from 25–44 age, male, middle school or lower graduate voters while “No” votes were more concentrated in the 18-24 and 45-64 age groups, as well as among females and the better educated. • The majority of young first time voters voted “No”. • 90% of the ruling Justice and Development Party’s (AKP) supporters said “Yes” in this referendum. Meanwhile, the majority of the main opposition Republican People’s Party (CHP) and the Peoples’ Democratic Party (HDP) supporters said “No” (95% and 91% respectively). • “No” voters are deeply disappointed: one in four say they are now planning to move to another country. These people are particularly likely to be well-educated younger people. READ MORE DOWNLOAD CONTACT Ipsos in Turkey’s analysis of voting patterns in the recent constitutional referendum
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ADVERTISING’S PERVERSE INCENTIVES To succeed, marketers need to know the metrics that matter It is imperative for success in digital advertising to start off from the right place — with a clear focus on the metrics that matter. Peter Minnium examines the evidence. The metrics for success are important because they determine how we go about achieving our goals. Choosing the wrong metrics can lead to the opposite of the intended outcome — a phenomenon known as “perverse incentives.” The biggest challenge brands face today is getting noticed amid the clutter. Consumers are exposed to a seemingly infinite amount of content: how can brands improve the chances that their communications will gain attention? Three principles can help: 1. Mandate viewability – ads must be seen to have an impact 2. Prioritise brand impact – be sure that viewers spend time with and give credit to the brand 3. Optimise to context – different journeys require different tactics Start your digital journey with a clearly drawn map of the outcomes you wish to achieve and the measures to gauge your progress. READ MORE DOWNLOAD CONTACT
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PULSE Pulso Brasil covers politics, the economy, consumer behaviour and the social agenda READ MORE DOWNLOAD CONTACT Every month, Ipsos produces a snapshot on what’s been happening in Brazil. Here are this month’s lead stories. The direction of travel People remain very gloomy: 90% think Brazil is heading in the wrong direction. There are ongoing questions regarding the current Government – reform is on the agenda, but many find the plans difficult to understand. The public is feeling insecure. Presidential ratings Assessments of Michel Temer’s administration continue to be negative, with 62% of people taking a critical view. The political instability and the institutional crisis the country is experiencing is part of the explanation for this – coupled with questions about the future of the current administration. Consumer confidence index Confidence is stagnating. Despite the Federal Government having announced 35,000 new formal jobs in March, the unemployment data continues to be alarming – there are now 13.5 million out of work. The consumer confidence indicator is now at 71 (out of 200) compared to 137 in January 2015.
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SURVEY The EMEIA Fraud Survey 2017 explores current business conduct, including technology’s role in detecting fraud and corruption • • • READ MORE DOWNLOAD CONTACT
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MORI New year, new opportunities While the Lunar New Year in Asia has been and gone, Ipsos is following through the time-honoured tradition of examining how different brands engaged with the festivities. We’re passionate about unpacking cultural phenomena and across Southeast Asia we conducted an auto-ethnographic study of the festival. By documenting and reflecting on the celebrations, we’ve concluded there are several untapped opportunities: - With food such a big part of celebrations, there could be a opportunity to highlight homophones to develop awareness e.g. the Mandarin for ‘cheese’ sounds similar to the word for ‘knowledge’ - The trend for nostalgia in the region is a chance for ‘lost’ traditions to be revived - Brands could address boredom among children by gamification of these cultural events READ MORE SHORT CUTS Best-in-class customer experience READ MORE French election This month sees the second round of the French presidential election taking place on Sunday 7th May. Ipsos’ polling for the first round of the election produced estimates very close to the final outcome, with Emmanuel Macron and Marine Le Pen emerging as the candidates to face the vote in the second round. Some 82% of the French electorate say they are interested in what happens in the election, including 57% who say they are “very interested”. On the other hand, rather fewer – 36% – say they have found the campaign itself “interesting”. Next month’s Ipsos Update will include full analysis of the election outcome. In the meantime, the latest results can be found on the global and Ipsos France websites. READ MORE There’s no doubt that CX is a big business and it’s getting bigger. Some estimates put the measurement and implementation of CX programmes at $11 billion globally by 2020. Most would also agree that building and maintaining a good CX system that delivers real results is hard work. In fact, many C- Suite executives will admit that they have not seen significant return on their investment. So why is this the reality? This white paper by Trish Dorsey, Jon Atkin, Nancy Costopoulos and Kate Barker, investigates how we can ensure that the programmes we build are not among the failures. These are the four key areas: Engagement: without it, there’s no traction! Insight: without it, there’s confusion! Action: without it, there’s frustration! Embedment: without it, there’s protraction!
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MORI Click to edit Master title style CONTACT All the information within this Ipsos Update is in the public domain – and is therefore available to both Ipsos colleagues and clients. Content is also regularly updated on our website and social media outlets. Please email IKC@ipsos.com with any comments, including ideas for future content. www.ipsos.com @_Ipsos
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