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Comment & Analysis

Ipsos MORI boasts world renowned experts on political, social, media and consumer research. Read our analysis of the latest social and consumer issues.

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Mr. & Mrs A. N. Other – rediscovering Delight to create change 20 February 2012 Jonathan Weeks discusses why manufacturers must understand why consumers love their products in order to survive and thrive in difficult times Mr. & Mrs A. N. Other – rediscovering Delight to create change
Of mascara and make-believe 12 November 2012 Jo Lee, Research Manager at Ipsos ASI looks at how make-up brands have to walk a fine line when advertising to avoid falling foul of ASA's guidelines. Of mascara and make-believe
Steve Jobs fact #65 10 November 2011 Louise Brice of Ipsos ASI writes in Media Week on Steve Jobs as a brand guardian at Apple and how a single minded vision, delivered across platforms, is the key to successful advertising. Steve Jobs fact #65
Store brands gain ground on national brands 17 May 2012 Heather McCarthy examines the effect of store brands' success on national brands in Brand Republic. Store brands gain ground on national brands
The Brits' approach to innovation - our understated nation 14 August 2012 In this year of celebration Britain has the opportunity to showcase its innovative spirit, writes Jennifer Fisher of Ipsos Marketing in Brand Republic. The Brits' approach to innovation - our understated nation
The Entertainer: Youth and Advertising 25 October 2011 Tara Beard-Knowland writes in Campaign about young people and how they interact with media, technology, advertising and brands. The Entertainer: Youth and Advertising
The search for white space 25 May 2012 How do we understand the world of evolving psychological needs, asks William Landell Mills of Ipsos Marketing in Brand Republic. The search for white space
The Value of Biometrics 10 February 2012 Partnering biometrics and conventional research can increase our understanding of what makes powerful creative work, writes Keith Glasspoole of ASI in Brand Republic. The Value of Biometrics
When celebrity endorsements go wrong 24 August 2011 With 27% of consumers saying they would consider ditching a product if the celebrity endorsing it misbehaves, Matt Williams looks at the potential damage to brands by scandalous celebs. When celebrity endorsements go wrong
Who makes the brand choice in your house – the chicken or the egg? 17 October 2011 Do we shape our children's future brand choices or do they help to shape ours, asks Laura Furniss in Brand Republic magazine. Who makes the brand choice in your house – the chicken or the egg?
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