How brands can be heard in a world of media overload.
The competition to be heard has never been greater.
People have access to more content, at more speed and across more devices than ever before. How can brands cut through and build connections with people when the choice of what to engage with is so vast?
In this paper, we will investigate:
- How technology and media are impacting attention
- What brands can do to gain attention and be heard through the noise
- How we can use research to measure and increase attention.
Let’s get real for a moment.
We all know that market research can add tremendous value to your business – assessing the numbers and understanding the statistics can really help you build a business case, make better informed decisions, measure success and results, and make your stakeholders happy.
But sometimes, it can be just so clinical and neatly packaged into a few charts or grids. While that has its place, real life just doesn’t always add up so nicely.
There are disruptions and interruptions that can upset that balance. And that’s the point where qualitative research begins to break the surface – understanding those funny little creatures we call ‘people’.
Imagine South Africa today as a village in which 100 adults live. In this village, almost 8 out of every 10 people (77 out of 100) are proud to be South African. Young people of 18-24 years old (including the “Born Frees” are marginally more proud to be South African (80%).
Demographics play a significant role in customer satisfaction in terms of the purchasing and servicing experience of vehicle owners in South Africa. This is clear in the detailed breakdown of the latest Ipsos Competitive Customer Experience which is the result of telephonic interviews with more than 25 000 owners of passenger cars and light commercial vehicles over a 12-month period.
The sample does not include all the brands on the market, but covers 85% of the new vehicles sold through the retail dealer channel.
The Volkswagen Group once again fared very well in the recently announced 2015 Ipsos competitive customer experience (CCE) for people buying or servicing a vehicle in South Africa. Audi took gold in the passenger car sales survey (96.1% – 97.3%) as well as gold for the servicing experience (91.7% - 93.8%), with Volkswagen taking gold for sales and silver for servicing. Volkswagen, along with Isuzu, took gold for sales (93.1% - 95.5%) in the light commercial vehicle segment and these two LCV brands, together with Nissan and Toyota took gold for servicing (86.5% - 91%).."
In a study conducted by Ipsos prior to the announcement of the new e-toll dispensation, the vast majority of Gauteng motorists (74%) were of the opinion that the government should find an alternative to the e-toll system in Gauteng. "It is therefore not very surprising that the news of the fee reduction has not been more positively received," states Mari Harris, Director of Public Affairs at Ipsos. "This will be compounded by the possibility of being unable to renew your vehicle's license in the case of unpaid toll fees."
Bryanston 11 May 2015 – Retaining customers is a big focus in every business, and every business wants to make sure that their customers are happy and loyal – so that they buy more and buy more often. The way to do this is obviously through positive engagement, meeting their needs, and meeting needs better than the competition. This ongoing and increasing spend or share of wallet drives profitability and market share growth.
Bryanston 12 March 2015 – Ipsos in South Africa is pleased to announce the appointment of its new Country Manager – Ryan Gould. This follows the announcement of Harald Hasselmann's departure. Hasselmann will be leading Ipsos's Nordics cluster in Scandinavia
Paris, February 26, 2015 – Ipsos is pleased to announce the launch of Ipsos Connect, a global specialised business to coordinate Ipsos' services in the domains of Brand Communication, Advertising and Media. Ipsos Connect amalgamates the legacy brands of Ipsos ASI and Ipsos MediaCT.
"Following the 2014 General Election, South African adults are marginally more optimistic about the direction in which the country is going. The performance of the government on the economic terrain is also viewed slightly more positively, however, no "pass marks" are achieved yet", says Mari Harris, Director of Public Affairs at Ipsos in South Africa.
Oil Price good for us, but not for Africa
During his keynote speech at Ipsos' 40th Anniversary celebration, independent economist, Cees Bruggemans, outlined the pros and cons of the decrease in the oil price in terms of our economic prospects for 2015 – 2016. The price of oil has a direct effect on South African consumers and businesses – upping their purchasing power by about R100 billion, says Bruggemans. This in turn has a positive effect on the possible growth of our economy
The issue of “Unemployment/job creation/too few jobs” is seen as an absolute priority for almost 9 out of every ten South African adults (87%) when asked: “What are the most important issues or problems facing this country that the NEW government, elected in 2014, should address?”
About half of adult South Africans believe that President Zuma, Deputy President Ramaphosa and the National Government are doing their jobs very or fairly well.(Read more)
The majority of South Africans with access to the internet (63 %) believe that violence against children has become more frequent in the last 5 years. This is in line with the global average of 62% in 28 countries believing that violence against children has become more frequent. This is an important finding in view of today being International Human Rights Day and also the last day of the 16 days of Activism Against Violence Against Women and Children (Read more)
The voice of the consumer has come to the fore in the last week with the dramatic events surrounding the banner that was erected by a disgruntled Cell C customer. The banner proclaimed Cell C to be "The most useless service provider in SA - Cell C Sandton City" and has brought the issue of customer experience under scrutiny. (Read more)
87% of online South Africans have expressed some concern about the possibility of Ebola being transmitted to South Africa. This is according to a recent Ipsos poll conducted online in 24 countries.
Levels of concern in South Africa are higher than the global average (77% of all people interviewed globally say they are concerned about Ebola reaching their country). "This is not surprising, given the proximity of the outbreak and one or two Ebola scares in the South African press lately" states Mari Harris, Head of Public Affairs at Ipsos South Africa. (Read more)
Just over a half of the South African population believe that our government is doing well in the effort to unite all South Africans into one nation. These are some of the prominent findings from a Pulse of the People survey conducted by Ipsos during March and April 2014. Face-to-face interviews were conducted with a randomly selected representative sample of 3730 adult South Africans from all walks of life.
One in every three South African owners rated price as the most important purchase decision influencer, according to a recent study conducted by Ipsos. Price is followed by brand reputation, with roughly 16% of car owners placing great importance on the latter aspect. (Read More)
Ipsos South Africa (part of the second largest survey-based market research company in the world), and its 12 local syndicate members representing 18 brands, have announced both the 2014 product quality and customer experience (service received when purchasing or servicing) awards at the same time. Previously the results were announced separately.
South African motor retailers continue to provide their customers with an exceptionally high level of service in both the sales and after-sales experiences. This has been highlighted in the 2014 Ipsos Quality Awards which were released in Johannesburg today and included personal interviews with the owners or drivers of more than 25 000 passenger cars and light commercial vehicles annually.
South African motorists continue to enjoy the benefits of exceptionally high quality for both passenger and light commercial vehicles (LCVs) they buy. This has again been the outcome of the latest studies conducted by the renowned Ipsos research house and announced in Johannesburg today. The industry average number of problems per 100 vehicles (PP100) has remained around the 40 mark since 2011, which is a huge improvement since 2005 when this measurement indicated a score of over 140 problems per 100 vehicles recorded.
Ipsos presents new thinking on Share of Wallet
About a fifth of women (21%) still believe that boys have more rights to education than girls and 23% believe that when jobs are scarce, men have more rights to jobs than women. There is also a significant proportion – 34% of both men and women – that believes women should be kept in their place! Over a fifth of women (22%) believe that their place is in the house – with 27% of men agreeing with this sentiment.
BRYANSTON – In a time when the economy is so volatile, it is important to understand customers' spending patterns. "Focussing on retaining customers alone does not have a big enough impact on a company's bottom line" states Rentia Kramer, Head of Ipsos Loyalty in South Africa. Even though your brand could be receiving high satisfaction and recommendation ratings from customers, it could still be losing sales if customers are more satisfied with, and more likely to recommend, a competitor. It is valuable and important to measure how happy your customers are and how likely they would be to recommend your, however it doesn't shed any light on how customers are dividing their spending between your brand and its competitors.
BRYANSTON – More than a third (35%) of current car owners who are considering purchasing a new car in the near future say they will possibly purchase a different car brand to the one that they have, according to a recent study by Ipsos. A third of car owners feel undecided.
BRYANSTON – Only 34 % of South Africans have access to the Internet, whilst 63% say they are not able to access it. This is according to a recent poll by Ipsos investigating various online habits of South Africans.
Overall, there is a larger proportion of the younger population accessing the Internet than older age groups. Only 34% of people aged between 35 – 49 years have access to the Internet and this drops to 14% amongst those over 50 years old.
When president Zuma delivers his State of the Nation address to open the new parliament next week (17 June 2014), South Africans would like him to focus on the government's plans for reducing unemployment and focus on job creation and to remind parliamentarians that voters expect them to show moral leadership.
These are the findings from the latest Ipsos Pulse of the People™ study.
BRYANSTON – Ipsos in South Africa has proved its research accuracy through recent pre-election polls that have been conducted by the company. At its latest release of its poll findings (released Friday 2 May), the poll suggested that at a moderate voter turnout, ANC would garner 63% of the votes, and the DA 22%. (Read More)
In the 2014 national election, as with the previous four national elections in the democratic South Africa, there is no doubt about which party will win the election. The ANC will return to parliament with an overwhelming majority of votes – and will most probably be the ruling party in eight of the nine provinces.