IN SEARCH OF EMPATHY - KEYS - A WEBINAR SERIES BY IPSOS 13th July 2021
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IN SEARCH OF EMPATHY KEYS – A WEBINAR SERIES BY IPSOS 13th July 2021 Watch the recording here © Ipsos | Doc Name
AGENDA INTRODUCTION Jennifer Hubber Head of Ipsos Global Client Organisation THE YEAR SO FAR Watch the recording here Simon Atkinson Chief Knowledge Officer, Ipsos EMPATHY AWAKENED April Jeffries Global President, Ethnographic & Immersive Research, Ipsos GETTING IT RIGHT Douwe Rademaker Global Service Line Leader, Market Strategy & Understanding, Ipsos CONNECTED BRANDS Nanzala Mwaura Chief Client Officer, Ipsos in South Africa 2
THE YEAR (SO FAR) Simon Atkinson Chief Knowledge Officer © Ipsos | Doc Name
Photo of New Year 2021 1. How it started 2. How it’s going (so far) 3. The current context
2021 Predictions
Survey
70% 90% 77%
2020 was a bad year 2020 was a bad year I am optimistic that 2021
for me and my family for my country will be a better year for
me than it was in 2020
© Ipsos | Doc Name | Month Year | Version # | Public | Internal/Client Use Only | Strictly Confidential
Base: c. 15,700 online interviews across 31 markets, 23 October – 6 November 2020. Results here
2021 Predictions
Survey
Unlikely that life will Likely that most
have got back to people will wear a
52% normal after the effects 61% mask in public places
of the COVID-19 a year from now
pandemic
Base: c. 15,700 online interviews across 31 markets, 23 October – 6 November 2020
SIX MONTHS IN: WHAT WORRIES THE WORLD?
Q Which three of the following topics do you
find the most worrying in your country?
Covid #1 concern
Dec 2020 June 2021
47% 36%
June 2021 results (28 countries) here
SIX MONTHS IN: WHAT WORRIES THE WORLD?
Q Which three of the following topics do you
find the most worrying in your country?
Covid #1 concern
April 2020 June 2021
63% 36%
June 2021 results (28 countries) here
#1: COVID NOT #1 WORRY EVERYWHERE
December 2020 June 2021
Belgium Australia
Canada Brazil
France Canada
Germany Germany
Great Britain Great Britain
India India
Israel Japan
Japan Malaysia
Malaysia Peru
Netherlands Saudi Arabia
Saudi Arabia Netherlands
South Korea
Spain
The US
Turkey
Brazil
9 ‒ © Ipsos | Doc Name
June 2021 results (28 countries) here
#2: THE BIG ISSUES DID NOT GO AWAY
Q Which three of the following topics do you find the most worrying in your country?
60%
50% 56%
36% Coronavirus (COVID-19)
40% 34% Unemployment
30% 32% Poverty & social inequality
30% Financial/Political corruption
20%
26% Crime & violence
10%
0%
Dec Jan Feb Mar Apr May Jun
2020 2021 2021 2021 2021 2021 2021
Base: Representative sample c. 20,000 adults aged 16-74 in 28 participating countries, 2013 - 2021.
Source: Ipsos Global Advisor. Global score is a Global Country Average. See methodology for details.
10 ‒ © Ipsos | Doc NameTHE BIG ISSUES: UNEMPLOYMENT AND JOBS
(%) worried in June 2021 in each country
World 34%
South Africa 64%
Italy 59%
Spain 59%
South Korea 53%
Mexico 50%
Colombia 49%
India 44%
Malaysia 42%
Turkey 40%
Argentina 39%
Japan 36%
Peru 36%
Saudi Arabia 33%
Brazil 32%
Chile 31%
Australia 29%
Canada 28%
Russia 28%
Hungary 26%
Great Britain 24%
Sweden 23%
France 22%
Israel 21%
US 21%
Belgium 20%
Germany 13%
Poland 12%
Netherlands 12%
11 ‒ © Ipsos | What Worries the World Base: Representative sample of 19,010 adults aged 16-74 in 28 participating countries, May 21st – June 4th 2021.
Source: Ipsos Global Advisor. Global score is a Global Country Average. See methodology for details.THE BIG ISSUES: POVERTY & SOCIAL INEQUALITY
(%) worried in June 2021 in each country
World 32%
Russia 56%
Hungary 54%
Colombia 48%
Mexico 42%
Chile 41%
Argentina 37%
Germany 34%
Italy 34%
Brazil 33%
South Africa 32%
Canada 31%
France 31%
Japan 31%
South Korea 31%
Spain 31%
Turkey 31%
Great Britain 29%
Peru 28%
Netherlands 28%
Belgium 27%
Israel 26%
Australia 25%
Sweden 25%
Poland 23%
India 22%
US 22%
Malaysia 21%
Saudi Arabia 12%
12 ‒ © Ipsos | What Worries the World Base: Representative sample of 19,010 adults aged 16-74 in 28 participating countries, May 21st – June 4th 2021.
Source: Ipsos Global Advisor. Global score is a Global Country Average. See methodology for details.THE BIG ISSUES: FINANCIAL/POLITICAL CORRUPTION
(%) worried in June 2021 in each country
World 30%
Hungary 60%
Colombia 58%
South Africa 58%
Malaysia 47%
Russia 46%
Peru 45%
Israel 39%
South Korea 37%
Poland 33%
Brazil 32%
Chile 32%
India 30%
Turkey 30%
Argentina 29%
Spain 29%
Mexico 26%
Belgium 23%
Italy 23%
Japan 23%
US 21%
Canada 20%
Australia 17%
Great Britain 17%
Germany 16%
Saudi Arabia 16%
Netherlands 16%
France 9%
Sweden 6%
13 ‒ © Ipsos | What Worries the World Base: Representative sample of 19,010 adults aged 16-74 in 28 participating countries, May 21st – June 4th 2021.
Source: Ipsos Global Advisor. Global score is a Global Country Average. See methodology for details.#3: GLOOMY OUTLOOK?
A MAJORITY SAY THAT THINGS IN THEIR COUNTRY ARE “ON THE WRONG TRACK”
28-country average
“Wrong track”: Top 5
37% 1. Colombia 89%
Right direction 2. South Africa 83%
63% 3.
4.
Peru 83%
Turkey 79%
✓ Wrong track 5. Hungary 77%
Source: Ipsos What Worries the World survey | June 2021“GLOBALLY, ATTITUDES HAVEN’T CHANGED MUCH”
Generally speaking, would you say things in this country are heading in the
Q
right direction, or are they off on the wrong track? (global country average)
100%
90%
80%
70%
63%
60%
50%
40%
37%
30%
20%
10%
0%
Dec… Feb… Apr… Jun…
Right Direction Wrong Track
15 ‒ © Ipsos | What Worries the World#4: OPTIMISM PICKING UP IN SOME COUNTRIES
% saying things in their country are heading in the right direction
60
50
US
Great Britain
40
Italy
France
30
20
10
0
Dec Jan Feb Mar Apr May Jun
2020 2021 2021 2021 2021 2021 2021
16 ‒ © Ipsos | What Worries the World#5: OPTIMISM FALLING IN OTHERS
% saying things in their country are heading in the right direction
80
70
60
India
50
Malaysia
40
30
Japan
20 Turkey
10
0
Dec Jan Feb Mar Apr May Jun
2020 2021 2021 2021 2021 2021 2021
17 ‒ © Ipsos | What Worries the WorldPhoto of New Year 2021
How it’s going
(so far)
16 countries: July results
Essentials@ipsos.comTHEN: New year, same pandemic – following the holidays, more citizens
are living under restrictions and lockdowns DEC/JAN 2021
“Which one of the following phases do you feel best describes your current situation
regarding the COVID-19 pandemic?”
PRE POST
PREPARATION ADJUSTMENT ACCLIMATION OPENING UP RE-START NEW NORMAL
PANDEMIC PANDEMIC
The pandemic I am getting I am reacting I have adapted It seems I am starting to I am doing most I feel the
has not reached ready for possible day-by-day to to the restrictions will do some things of the things I pandemic is
my area, so there new restrictions the restrictions restrictions and soon be lifted again that used used to do pre- behind me, and
have not been and settled into new in my area. to be restricted. COVID. I am moving on
any restrictions establishing routines. with life.
so far new routines.
35%
23%▲
19%
6% 7%▼
3% 4%▼ 4%
Dec 3 - Dec 6 Dec 17 - Dec 20 Jan 14 - Jan 17
Q. There are often several phases or stages that people go through when times are hard. Which one of the following phases do you feel best describes your current situation regarding the
covid-19 pandemic (n=14523)
▼ or ▲ indicate change vs. previous wave (statistically significant @ 95% C.I.)
© Ipsos | Essential Report January 14 to 17, 2021 Fieldwork: For the Exclusive Use of SubscribersNOW: Halfway through year, same pandemic – but more varied picture
JULY 2021
“Which one of the following phases do you feel best describes your current situation
regarding the COVID-19 pandemic?”
PRE POST
PREPARATION ADJUSTMENT ACCLIMATION OPENING UP RE-START NEW NORMAL
PANDEMIC PANDEMIC
The pandemic I am getting ready I am reacting I have adapted It seems I am starting I am doing I feel the
has not reached for possible new day-by-day to to the restrictions will to do some most of the pandemic is
my area, so there restrictions the restrictions restrictions and soon be lifted things again things I used to behind me,
have not been and settled into new in my area. that used to be do pre-COVID. and I am
any restrictions establishing routines. restricted. moving on with
so far new routines. life.
28% “New Normal” or
“Post Pandemic”:
18%▲ US: 39%
China: 39%
14%
12%
10%
6% 6%
6%▼
Jun 3 - Jun 6 Jun 17 - Jun 20 Jun 30 - Jul 4
Q. Which one of the following phases do you feel best describes your current situation regarding the COVID-19 pandemic?
Base: Jun 3 - Jun 6: 14498, Jun 17 - Jun 20: 14499, Jul 1 - Jul 4: 11514
20 ▼Ipsos
© or ▲| indicate change
What Worries the vs. previous wave (statistically significant @ 95% C.I.)
WorldNOW: Halfway through year, same pandemic – but more varied picture
JULY 2021
“Which one of the following phases do you feel best describes your current situation
regarding the COVID-19 pandemic?”
PRE POST
PREPARATION ADJUSTMENT ACCLIMATION OPENING UP RE-START NEW NORMAL
PANDEMIC PANDEMIC
The pandemic I am getting ready I am reacting I have adapted It seems I am starting I am doing I feel the
has not reached for possible new day-by-day to to the restrictions will to do some most of the pandemic is
my area, so there restrictions the restrictions restrictions and soon be lifted things again things I used to behind me,
have not been and settled into new in my area. that used to be do pre-COVID. and I am
any restrictions establishing routines. restricted. moving on with
so far new routines. life.
28% “New Normal” or
“Post Pandemic”:
18%▲ Japan: 7%
South Africa: 7%
14%
12%
10%
6% 6%
6%▼
Jun 3 - Jun 6 Jun 17 - Jun 20 Jun 30 - Jul 4
Q. Which one of the following phases do you feel best describes your current situation regarding the COVID-19 pandemic?
Base: Jun 3 - Jun 6: 14498, Jun 17 - Jun 20: 14499, Jul 1 - Jul 4: 11514
21 ▼Ipsos
© or ▲| indicate change
What Worries the vs. previous wave (statistically significant @ 95% C.I.)
WorldTime Estimation for a Return to “Normal”
Timeline to Normalcy
Things feel normal to me now 8%
Within 1 -2 months 6%
Within 3-5 months 10%
6 months to a year 23%
1-2 years 24%
Longer than 2 years 15%
54%
Never / I have no idea 15%
Q: How long do you think it will take before things feel like they are getting back to normal?
Base: Global Country Average:11514
22 © Ipsos | Essential Report June 30 to July 4, 2021 Fieldwork: For the Exclusive Use of SubscribersReturn to Normal: Trended
Return to Normal in MORE Than One Year
(Including “Never / Don’t Know”)
58%▲
56%▲ 57%
55%▲ 55%▼
53% 53% 54%▲
52% 52%▼
51% 50%▼
Aug 12 - Sep 10 - Oct 8 - Nov 5 - Dec 3 - Jan 14 - Feb 11 - Mar 11 - Apr 8 - May 6 - Jun 3 - Jun 30 -
Aug 16 Sep 13 Oct 13 Nov 8 Dec 6 Jan 17 Feb 14 Mar 14 Apr 11 May 9 Jun 6 Jul 4
Q: How long do you think it will take before things feel like they are getting back to normal?
Base: Aug 12 - Aug 16:15562, Sep 10 - Sep 13:14503, Oct 8 - Oct 13:14581, Nov 5 - Nov 8:14513, Dec 3 - Dec 6:14522, Jan 14 - Jan 17:14523, Feb 11 - Feb 14:14528, Mar 11 - Mar 14:14508, Apr 8 -
Apr 11:14511, May 6 - May 9:14506, Jun 3 - Jun 6:14498, Jul 1 - Jul 4:11514
▼ or ▲ indicate change vs. previous wave (statistically significant @ 95% C.I.)
23 © Ipsos | Essential Report June 30 to July 4, 2021 Fieldwork: For the Exclusive Use of Subscribers(Starting to) Return to Normal? The Example of Travel
Perceived Risk vs. Participation in Travel Activities
Taking a vacation (Large Risk)
55%
45%
38%
35%
34%▼ 30%▼
27%▼
25%
25%▼
23%▼
21%▼
15%
Jan 14 - Feb 11 - Mar 11 - Apr 8 - May 6 - Jun 3 - Jun 30 -
Jan 17 Feb 14 Mar 13 Apr 12 May 9 Jun 6 July 4**
Q: For the following, when are you planning to do each of these activities again? (Base: 11514)
▼ or ▲ indicate change vs. previous wave (statistically significant @ 95% C.I.)
24 © Ipsos | Essential Report June 30 to July 4, 2021 Fieldwork: For the Exclusive Use of Subscribers(Starting to) Return to Normal? The Example of Travel
Perceived Risk vs. Participation in Travel Activities
Any Travel Activity (NET)* (Already doing this)
Taking a vacation (Large Risk)
Perceived risk
55% associated with
travel activities
45%
continues to
38% decline and
35%
34%▼
30%▲ 30% participation
30%▼
27%▲
27%▼ continues to
25%
23%▲
27%▲ 26%▼
25%▼ steadily increase
23%▼
21% 21%▼
15%
Jan 14 - Feb 11 - Mar 11 - Apr 8 - May 6 - Jun 3 - Jun 30 -
Jan 17 Feb 14 Mar 13 Apr 12 May 9 Jun 6 July 4**
Q: For the following, when are you planning to do each of these activities again? (Base: 11514)
▼ or ▲ indicate change vs. previous wave (statistically significant @ 95% C.I.)
25 © Ipsos | Essential Report June 30 to July 4, 2021 Fieldwork: For the Exclusive Use of Subscribers(Starting to) Return to Normal? It starts with domestic travel
Plans for Leisure Trips in the Next 3 Months
Within country (NET) To another country
July 2020:
65%
At this stage, any
62%
59% 59%
55%
international travel
54% 53% 53%
49%
47% 46%
plans focus on
45% 44%
42%
38%
nearby countries
36%
18% 19% 19%
13% 13%
11%
9% 9% 8% 8% 9%
6% 6% 7%
5% 5%
3%
1%
Global
South United South
Country China Spain France Italy US India Russia Australia Mexico Brazil Canada Germany Japan
Korea Kingdom Africa
Average
Q: Are you planning on taking any overnight trips for pleasure to any of the following places within the next three months? Select all that apply
Base: 11514
26 © Ipsos | Essential Report June 30 to July 4, 2021 Fieldwork: For the Exclusive Use of SubscribersPhoto of New Year 2021 What Now? The societal context
SOCIETY IN MID-2021
“COVID-19 recovery
takes priority over
closing gender
inequality globally,
while women bear the
brunt of the pandemic”
© Ipsos | KEYS Webinar July 2021SOCIETY IN MID-2021
Globally the public
ask: “What is the
plan to tackle
climate change?”
© Ipsos | KEYS Webinar July 2021SOCIETY IN MID-2021
“Global Survey points
to a generation gap
around gender identity
and sexual attraction”
© Ipsos | KEYS Webinar July 2021SOCIETY IN MID-2021
“A mixed picture:
support for the
principle of being
able to seek refuge
from war and
persecution, but…”
© Ipsos | KEYS Webinar July 20212021 SO FAR: RESOURCES
WOmends
Report Links
International Women's Day
Earth Day
Pride 2021
World Refugee Day
Ipsos©Update: JulyJuly2021
Ipsos | KEYS Webinar 2021
Download the White Paper hereEMPATHY AWAKENED
Podcast:
Explore the
Cultural
Intelligence
series
here
April Jeffries
Global President, Ethnography &
Immersive Research
© Ipsos | Doc NameEMPATHY AWAKENED A Program of Authentic Connection 07 | 09 | 2021 © 2021 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. IPSOS DOCUMENT CLASSIFICATION: Public | Internal Use Only | Confidential | Strictly Confidential
Global Makeover
Data Tracking Before and After New Appreciation
Travel and Life Outdoors
Meaningful Connections
New Habits New Responsibility
Health / Wellness Revolution of Choice
New Home/ Workplace A Better World
Digitalization
Liu, Peggy J., Cait Lamberton, James R. Bettman, and Gavan J. Fitzsimons. "Delicate Snowflakes and
35 ‒ © Ipsos Broken Bonds: A Conceptualization of Consumption-Based Offense." Journal of Consumer Research 45,
no. 6 (2019): 1164-1193.Why Empathy & Why Now?
Harness the power of two key capabilities
Stay at the forefront of what we see
and know through DATA
EMPATHY is looking beyond the data into
© Ipsos
the life of people...to understand their
motivations and emotionsHOW WE OFTEN TALK ABOUT PARENTING...
“Seeing him grow
every day inspires
the best in us all!”
Mother, SA
37 ‒ © Ipsos | Doc NameTHE REALITY OF PARENTING 38 ‒ © Ipsos | Doc Name
is a powerful
instrument for
solving the
problems of
others and is
physically
rooted in who
we are
© Ipsos
39Allows your HEAD
To affect your HEART
Driving a GUT level
response
To move your FEET
and HANDS towards
action
© Ipsos
40STEP 1: BUILDING EMPATHY MUSCLE
Building Empathy Muscle
Where Do You Stand? Evaluating Empathy
Motivation Ability
Behavioral Science experts at Ipsos have developed 5 key areas to evaluate
Are you motivated to Do you have the skills to
an organization’s empathy profile and to determine the best path for
put empathy at the have real, courageous
improvement:
focus conversations
Processing Physical
Do your routines and Is the environment set
ways of working put real up to support a people
people at the heart of centric focus
what you do
Social
Do the organizational
norms and values
support an empathetic
priority
41 ‒ © IpsosSTEP 1: BUILDING EMPATHY MUSCLE
Ways to Why
See
The principles and skills of empathy
Hear
Deep listening and connection
Hear
See Me
Ethnographic principles of
observation
Understand Me
Human understanding at a level
that drives towards action
Experience Me Experience Understand
Activity designed to connect and
build empathy
© Ipsos
42 ‒ © Ipsos 2021Which do you have?
Listening Opportunities
Dog Conversations
1. Have they got any pictures of these people on their
phones / on a social network / in their wallet/purse?
2. Are any of these people nearby? Can we meet
them?
3. If we can see these people either in person or in a
photo, what can we learn? Are there any similarities
in how they dress, hairstyle, etc..?
Cat Conversations
4. What is their facial expression as they speak of
these people?
© IpsosWhich do you have?
Listening Opportunities
Dog Conversations
1. Have they got any pictures of these people on their
phones / on a social network / in their wallet/purse?
2. Are any of these people nearby? Can we meet
them?
3. If we can see these people either in person or in a
photo, what can we learn? Are there any similarities
in how they dress, hairstyle, etc..?
Cat Conversations
4. What is their facial expression as they speak of
these people?
No offense but…
It's not about you
© IpsosWhich do you have?
Listening Opportunities
Dog Conversations
1. Have they got any pictures of these people on their
phones / on a social network / in their wallet/purse?
2. Are any of these people nearby? Can we meet
them?
3. If we can see these people either in person or in a
photo, what can we learn? Are there any similarities
in how they dress, hairstyle, etc..?
Cat Conversations
4. What is their facial expression as they speak of
these people?
No offense but…
People Questions :
It's not about you
Business Questions :
(all about others) (all about us)
1. How to reassure 1. Build penetration
2. How to make things easy 2. Drive volume
3. How to build confidence 3. Increase frequency
4. How to inspire a moment 4. Improve share – of market, pantry, stomach
45 ‒ © Ipsos© Ipsos 46 ‒ © Ipsos 2021
Which do you have?
Listening Opportunities
1. Have they got any pictures of these people on their
phones / on a social network / in their wallet/purse?
2. Are any of these people nearby? Can we meet
them?
Dog Conversations 3. If we can see these people either in person or in a
photo, what can we learn? Are there any similarities
in how they dress, hairstyle, etc..?
4. What is their facial expression as they speak of
these people?
Cat Conversations
© IpsosGETTING IT RIGHT Douwe Rademaker Global Service Line Leader, Market Strategy & Understanding © Ipsos | Doc Name
create empathetic
brands in today’s
turbulent world
Over 5 hours of Podcast content
summarized in 8 mins
Explore the Podcast
episodes herePEACEFULLY ANCHORED BRAND
50
50Brand strategy in a
‘peaceful’ world
• A clear and robust brand positioning
• Regular brand tracking to ensure brand
is still ‘on anchor’
• Not much contextual changes
• A stable brand portfolio management
51
51BUT … YOUR BRAND CONTEXT IS BECOMING MORE TURBULENT
52
5253 53
54
54Creating brand empathy
in a ‘turbulent’ world
• Use a strong anchor
• Make sure you have a strong
anchor line
• And make sure your anchor
line is long enough
• Keep a close eye at your
surroundings
55
55Step 1
Use a strong anchor
How strong is your brand DNA?
• Strong yet simple DNA
• Have your brands ‘own’ this DNA
56
5657 57
Step 2
Make sure you have a strong
anchor line
How strong is your portfolio’s brand equity?
• A simple brand equity model and
agile tracking system
58
58Step 3
And make sure your anchor line
is long enough
How agile are your brands’ positionings?
• ‘Table stakes’ positionings (sustainability,
brand purpose)
• ‘Local agile’ and ‘global emotional’
brands positionings.
• Use your distinctive brand assets to
strengthen positioning
• Your brand is an experience, not a
product
59
5960 60
Step 4
Keep a close eye at your
surroundings
What is happening in the broader category
and are you staying relevant?
• Develop scenarios to get a grip on a
volatile future and develop flexible
strategies and brand positionings
• Track in-the-moment usage to find new
trends, new occasions, new competition,
and to re-define your category
• Lead the social conversation
61
6162 62
63 63
In summary:
A four-step framework towards
a more empathetic brand
Use a strong anchor
Step 1
Define you brand DNA
Make sure you have a strong anchor line
Step 2
Track your brand equity
Make sure your anchor line is long enough
Step 3
Define agile brand positionings
Keep an eye on your surroundings
Step 4
Track your context
64
64And finally, building data-driven
empathetic brands
• Link sales, contextual, usage, positioning
and equity data in one data platform
• Analyze and track KPI’s with a direct
impact on sales/usage
65
65Thank You
66
66CONNECTED BRANDS – A SUB SAHARAN AFRICA PERSPECTIVE Keys – A Webinar Series by Ipsos 15 July, 2021 Nanzala Mwaura Chief Client Officer, Ipsos in South Africa
North Africa
WE ARE ONE!
….yet one of the most diverse continents in the world
Original Tribes Travel Internet
cultures Traditional beliefs Globalisation SSA
Access to Western
culture
Britain Germany
Colonial powers
Portugal Netherlands
Spain France
Capitalism
Post-colonial
ideologies
Industrialisation Socialism
Christianity Islam
Religion
Traditional beliefs
Liberation
68 © Ipsos 2021 strugglesYou can also read
