Ipsos Curation: Harnessing insights in times of Corona & beyond - Webinar
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Ipsos Curation: Harnessing insights in times of Corona & beyond Webinar Amsterdam, 15th of May 2020
© Ipsos 2020 2
What we would like to share with you today…
It’s the perfect time
for research!
Research using curation…
© Ipsos 2020 3
Joining you on the webinar…
Rosemary Landeweerd Emma Grand Patricia Verhoelst
Associate Research Director, Ipsos UU Director, Global Product Manager Associate Research Director, Ipsos Market
Ipsos Strategy & Understanding
Marion Hoek-Koudenburg Anne Craninx Janneke van Veen
Sr. Lead Consumer Insight EMEA Research Director, Ipsos MORI Strategy & Insight Manager, Danone
Under Armour Nutricia Early Life Nutrition
© Ipsos 2020 4
What is curation?
Emma Grand
Director, Global Product Manager Ipsos
© Ipsos 2020 5
what is… Emma Grand | Global Curation Lead
infoBESITY INFORMATION RICH BUT KNOWLEDGE POOR 7 ‒ © Ipsos
COVID-amplified
FROM INFLUX TO
BOMBARDMENT
• With so much information already available, how can we make
sense of it all for our brands?
• How do we keep up when its changing so rapidly?
• With reduced budgets or capacity, can we make the most of
what we already know?
• Which sources can we trust? Do we have the full context?
• Can we enable the whole organization to make full use of our
insights and align our actions?
8 ‒ © Ipsos
ZERO don’t start from FROM COLLECTING TO CONNECTING & BRINGING INSIGHTS TO LIFE 9 ‒ © Ipsos
KNOW WHAT DECODE
WE KNOW CULTURES
U n c o ve r & s i m p l i f y c o m p l e x c u l t u r a l
S yn t h e s i z e a va i l a b l e i n f o r ma t i o n
nuances to guide potential for brands,
into digested insights that can
p r o d u c t s a n d c o m mu n i c a t i o n s
g u i d e t h e wa y f o r wa r d
DISCOVER & SOCIALIZE
C O N T E X T UA L I Z E C a s c a d e & a c t i va t e c o m p e l l i n g
E xp l o r e a b r o a d e r c o n t e xt t o i d e n t i f y insight stories across the
m e a n i n g f u l i n s i g h t s, t r e n d s a n d o r g ani z at i on
opportunities
10 ‒ © Ipsos | UU Virtual Summit 2020: Curation Session (for internal use only)DECODE
CULTURES
Cultural Insights
Decoding culture
Marion Hoek-Koudenberg
Sr. Lead Consumer Insight EMEA
Under Armour
© Ipsos 2020New insights without new research
Marion Hoek-KoudenburgDo what you can, with what you have,
where you are
| 13QUICK INTRODUCTIONS
THE HUMAN PERFORMANCE COMPANY
THAT GIVES YOU THE EDGE TO PUSH
BEYOND ANY LIMIT.
| 15UNDER ARMOUR AMERICAN SPORTSWEAR
| 16W H Y & W H AT
WHAT
Prioritizing themes
Curating existing Cultural Decoding by local
through relevant global
knowledge IPSOS researchers
trendsBOOK OF KNOWLEDGE
| 20
A LWAYS CO N N EC T Marion Hoek-Koudenburg@underarmour.com
K N O W W H AT
WE KNOW
Digested Insights
Knowing what we know
Anne Craninx
Research Director, Ipsos MORI
© Ipsos
©©Ipsos
Ipsos2020
2020COVID-19
Spotlights
Powered by
Doc Name
© Ipsos | GSK | Month
COVID-19 Year | Weekly
Spotlight Version Digest
# | Public | Internal/Client
6 | May Use1Only
2020 | Version | Strictly Confidential
| Internal/Client Use OnlyOur brief
Cut through the noise
with knowledge that
inspires
Put people at the heart of
what matters
And plan ahead for the
new normal
Powered byFully interactive weekly digests for LTCH –
cascaded down the organisation to ensure congruence
1: Setting the Scene
2: Sentiments,
behaviours in lockdown
3: Communication
4: USA
5: Europe
6: Shopper & recession
7: Lessons from China
8: Experts
9: …
Introduced each week
by senior stakeholders
addressing evolving
business needsMulti-media… and multi-sources. Backed by data
Ipsos ECE CovidWatch
All news sources
Free sources
Concise so that even those with ADHD read it!For this to work… - Ipsos curators, not Ipsos Centric - Collaboration [client & their research agencies] - Weekly calls with senior stakeholders - Alignment with evolving business questions - Established dissemination plan in place
DI S COVE R &
CONTEXTUALIZE
In-context Insights
Discovering &
Contextualizing
Patricia Verhoelst
Associate Research Director, Ipsos Market
Strategy & Understanding
© Ipsos
©©Ipsos
Ipsos2020
2020Helping a candy client make
sense of all the COVID19 insights
© Ipsos 2020This resulted in a short story with clear category insights
Also more stress,
More time with More time for
anxiety & sense
family yourself
of isolation
Influence of COVID19 People are quickly Brands can react in
on how consumers adopting new routines different ways
behave & rituals
© Ipsos 2020 30We collected inspiration from different categories
© Ipsos 2020 31Different phases of the COVID19 crisis & the potential impact for
our client’s business
Disbelief Preparation Adjustment Acclimation Endurance Anticipation
Lock Down phases “New Normal” phases
Low Touch – Economic Vaccine administered – Vaccine administered –
Lock Down phases
recession continued recession after the recession
Occurring/ More indulgence Continued more time at home Continued to watch spending Increased awareness of personal
Expected Trusted brands Continued less events, less Continued fear for safety space
behavior Nostalgia bar/restaurant visits Increased awareness on hygiene
Local suppliers Continued indulgence, while being
contradicted by the need for regaining
healthy lifestyles
Possible impact
for the Candy Temporary surge in indulgence Tension between indulgence & healthy lifestyle
category Focus on known brands Less eager to share/Focused on hygiene when sharing candy
Less eager to try something new Potentially other types of impact
Source: Ipsos opinion defined together with global experts © Ipsos 2020 32But does behavior actually change this quickly?
© Ipsos 2020 33Impact of Covid-19 on general trends
What industries do What about your category?
we expect to truly
change? Indulgence and comfort eating
increases… but people will want a
The travel industry: return to health
During times of crisis, people draw comfort and reassurance
This is a no-brainer during the Covid-19 situation. But even from familiar and indulgent foods. In home candy
afterwards, (airplane) travel will be seen more as an consumption may spike. but if the situation continues for a
unnecessary indulgence – no just because of lingering prolonged period, will consumers feel a need to control their
health fears but in combination with increasing climate weight and their health?
change awareness. Can “flight shame” lead to an upsurge in
staycations, more local activities and increased involvement
in community?
Sharing versus safety
E-Commerce: Candy jars in communal spaces, where anyone can grab a
Corona has been a boom to the large e-tailers, as previously handful of sweets, have obviously lower appeal right now.
offline shoppers are dipping their toes into buying online. Assuming the concerns around hygiene continue to linger, will
Provided e-tailers can get their logistics right (supply and we face a backlash against sharing packs?
delivery), can this be a watershed moment in converting a
large volume of consumers to the convenience of online?
Individual packs versus environmental
Digital service migration: concerns
This pandemic has forced people to adopt digital tools for If we turn to individually wrapped treats to reassure ourselves
previously offline services – which has led to a surge in new, about contagion, how long will it be before we worry about
creative digital solutions in fields from telemedicine to the excessive packaging that individual portions require? And
remote working practices. Once the crisis has passed, at how will we resolve this tension?
least some of these services will now remain online… so will
you have your next dental visit via Zoom?
© Ipsos 2020 34ALWAYS ON
SOCIALIZATION
Actionable Insight Stories
Always On Socialization
Insight Cloud
Janneke van Veen
Strategy & Insight Manager, Danone Nutricia Early Life
Nutrition
© Ipsos 2020Nutricia Insight Cloud
© Ipsos 2020 36curate our insights link insights from various sources
Curation: the cloud as our starting point for every project
Connection the dots: finding the red thread
easy find intuitive insightful ☺
Our Suite of Curation Solutions
K N O W W H AT DI S COVE R & DECODE ALWAYS ON
WE KNOW CONTEXTUALIZE CULTURES SOCIALIZATION
Digested Insights In-context Insights Actionable Insight Stories
Cultural Insights
© Ipsos 2020 42QUESTIONS?
© Ipsos 2020 43Rosemary Landeweerd
+31 (0)6 2511 0396
Rozemarijn.Landeweerd@Ipsos.com
THANK
YOU
© Ipsos 2020 44You can also read
