The negative effects of exposure to advertising female models on women’s self-esteem and body satisfaction are now well known.  But a new negative effect of advertising female models has been uncovered: they can be perceived as real sexual competitors by female consumers and trigger indirect aggression. Female advertising models are highly physically attractive as well …

As the conversation about Gen Z – aged 20 and younger – grows, it is clear that while in some ways they deepen Millennial trends, in others they are quite different. This is particularly the case with the guys who have completely turned what we thought we knew about them on its head. Millennial guys, …

, something that could have saved myself and others a great deal of time earlier in our careers. Which, as we’ll see, is ironic because many businesses regard ethnography itself as time-consuming and costly. The Wrong Research Methodology To appreciate the role of ethnography in creating brand experience, it’s important to first consider how research …

I’m fascinated by younger generations and just how different they are from generations prior. You should be too. Generations Y and Z (Millennials and Centennials) represent a dramatic “C” change where a new genre of “Connected” consumerism is forcing business as usual to cater to an always-on, accidentally narcissistic, empowered, informed, demanding, and counterintuitive generation. …

To understand why customer feedback is vital for any business, you have to look at the foundations of the market economy. The free market is made up of producers and consumers. In the dimension that interests us, companies are producers while individuals and other companies are consumers of goods. To reach success in such a …

Price sensitivity and how it is affected by package design, size, and shelf layout is an interesting phenomenon that can be precisely measured using eye-tracking technology. This methodology for measuring price sensitivity can be applied to brands and categories across all retailers. The key data lies in measuring ‘fixations’ – how long one’s eyes focus …

Anti-heroes are in. One can hardly look around politics, economy, music, fashion or culture and miss a contrarian. The attitude has seeped into society, where it’s cool to be a rebel, or at least, to look like one. “May the bridges I burn light the way,” says Vetements’ oversized zipper hoodie. Romanticism of the rebellion …

Consumers in China, the world’s most populous country, now have both the means and the technology to buy goods from overseas. The middle class is swelling – and looking to western countries including the UK and US, to buy everything from speciality food to luxury goods. Retailers from Amazon to Zara are now targeting the …

The most compelling way to understand people we don’t know is through stories: stories about the challenges they face, the options they consider, and how they decide upon a particular course of action. You probably know that historical figures such as Amelia Earhart and Ernest Shackleton were intrepid risk takers.  But this label falls short …

It’s ‘Open Mic’ night! In this packed-out session, we have 16 global brand, marketing and business experts – each sharing their insights on what it takes to achieve success on the global stage… – – – – – Colin Strong @Colinstrong Head of Behavioural Science at Ipsos www.ipsos.com Forge Data-Driven Experiences We now live in …