Chris Walls

Did you know that less than 1 in 4 people in the UK have ever given out a business card? New Ipsos UK Omnibus polling shows that the custom of giving business cards could be on the way out. The most popular response for not using business cards was that there’s no need for them (71%). Other reasons given include that it’s easier to connect on social media (e.g. LinkedIn, X, etc.) (9%), and expensive to print (8%). And, among those who have ever given out business cards, only 23% have done so in the past year, and 52% stopped over 4 years ago. Fore more on the Iposos poll, visit https://lnkd.in/eJwxsGd9

My amazing colleagues in the Innovation Network Eileen Irvin, Marzieh A. and Steven Ginnis have completed an amazing project called Marginal Moments, a Gen AI research and development initiative leveraging synthetic AI personas to predict voter trends in the lead-up to the 2024 UK general election. Our team created five personas of undecided voters, grounded in real electoral data, to track their evolving voting intentions in response to campaign materials. The results were fascinating and insightful, mirroring real-world voting patterns and providing a deeper understanding of voter behaviour. Please check it out and have a think about future applications of this methodology in social research! 🎉👏 #TeamSuccess #Innovation #AIResearch #ElectionInsights #SyntheticRespondents

If you use market research you've probably heard of synthetic data, generated by AI language models, which could in theory be used in place of consumer responses. Our latest article considers how realistic that is, and the cases in which it fails. Find our article here: https://lnkd.in/eYuiM5qK #SyntheticData #MarketResearch #AI

New Ipsos UK Report: Understanding Society: The future of public services We're proud to announce the launch of this year's Understanding Society report! We have focused on the future of various crucial public services, analysing extensive public opinion research and conducting insightful interviews with experts: 🟢The future of the NHS with Tim Gardner, The Health Foundation 🟢The future of AI in public services with Jonathan Bright, The Alan Turing Institute 🟢 The future of policing with Rick Muir, The Police Foundation (UK) 🟢 The future of energy and climate adaptation with Richard Millar, Climate Change Committee 🟢 The future of the UK workforce with Fiona Aldridge, West Midlands Combined Authority 🟢 The future of local delivery with Eleanor Carter, Government Outcomes Lab, University of Oxford 🖱️ Explore the Understanding Society website: https://lnkd.in/eft2RJET Trinh Tu, Gideon Skinner and Keiran Pedley also take you through the highlights of the piece here: https://lnkd.in/eJt2T6UQ Thank you to all those involved in helping produce such a brilliant report ⭐ #UnderstandingSociety #PublicServices #PolicyMaking #MarketResearch #Ipsos

"No easy answers". Some analysis from me using Ipsos UK data that I presented at #CPC24 this week. Key point: 1 in 4 2019 Con voters stayed at home in July and those that did vote split in several different directions. Those switching to Reform and Labour both talk of change. But the key issues are different. Reform voters prioritise immigration / asylum whereas those switching from Conservative to Labour prioritise the NHS and public services. How the new Tory leader messages their offer key. Reform voters key for the Conservatives but to only target them risks wandering up a political cul-de-sac. More here https://lnkd.in/eY3tufBF

NEW Ipsos UK: Navigating the Storm 🌩️ Britain's upcoming #election will be influenced by #PublicServices concerns, amid economic, demographic, & climate changes. The IFS warns of potential post-election spending impacts. How parties address this remains uncertain. Understanding public views is crucial. We've got a report that dives into public opinion & major challenges the next #government will face. Find out more 👉 https://bit.ly/442zLP4  

Wondering what consumers actually want when they talk about sustainability in the grocery sector? Our latest Grocery Eye report has some of the answers. But not all of them, I won't lie, it is complete topic! #Savanta #GroceryEye #Sustainability #MakeBetterDecisions #Supermarket #fmcg

The latest study from Ipsos Karian and Box reveals 37% of employees in the UK are nearing or experiencing burnout. Though concerning, there’s hope as the report uncovers how leader-led initiatives can address burnout while improving the wellbeing of both employees and leaders. To better understand where wellbeing efforts are best spent, the primary causes of burnout and the most critical areas to focus on – download the ‘Wellbeing that works’ report today: https://lnkd.in/eZ2Xp_Qm #Wellbeing #Leadership

Recent Kantar data suggests there is - after a long period of tight repertoires - signs of an increase in the willingness of some shoppers to try new things. Lunches are featuring more categories. Consumers are slowly starting to make healthier choices again. And indulging at home more (take-aways, QSR restaurant offers from Iceland) as eating out costs have rocketed. But with: 34% shoppers “comfortable” 43% “managing” 23% “struggling” And 27.9% of grocery spend bought on promo across all categories, you need to: Give shoppers a reason to trade up and feel like they’ve got a good deal. Like MOJU’s dosing bottle, on offer. Be indispensable to the centre of the occasion to warrant trade-up. Like Bold Bean Co do. Because: Premium own label is growing and trading people across from branded. #shopperinsights #Kantardata #fmcg

Despite a decrease in crime in England and Wales, a majority of Britons, 6 out of 10, believe that crime in the UK has actually increased in the past year, according to new polling by Ipsos UK. The survey also revealed that a significant 79% of Britons view crime as a major issue in the country. When it comes to their local areas, people are a bit more hopeful, with 41% considering crime and anti-social behavior a big problem. However, 43% admit to personally worrying about becoming a victim of crime, especially among those aged 18-34 (56%) and ethnic minorities (61%). Interestingly, 62% of individuals aged 55-75 are not concerned about falling victim to crime. In order to further reduce crime, the public believes that having more police on the streets, improved parenting, and longer prison sentences with no early releases are key factors. Despite this, 67% of individuals rarely or never see uniformed police officers patrolling their local areas, even though a similar percentage believes that having more police officers present would help combat crime and anti-social behavior. The approach to reducing crime differs among Conservative and Labour voters. Conservative voters lean towards initiatives like more uniformed police presence, longer prison sentences, better parenting, improved discipline in schools, and even capital punishment for murder. On the other hand, Labour voters focus on preventative measures such as enhanced parenting, increased youth activities, greater investment in mental health services, behavior change programs, and better support for drug and alcohol addiction. Hannah Shrimpton, Head of Crime and Justice research at Ipsos UK, notes that the poll aligns with our election campaign tracker, indicating that crime and anti-social behavior are becoming more prominent concerns as the election draws nearer. #Crime #ASB #CrimeResearch #GE2024

What is the ‘Messy Middle’ and how do we help customers navigate through it? In our new blog, behavioural economist Mark Earls, shares how mail can transform your marketing by guiding consumers through the 'Messy Middle' of decision-making. ➡️

Last touch attribution is like Tesco having doors 👇 Genuinely one of the best analogies i've ever read on the problems of last touch attribution. I think the first time i read it was on 'How Not To Plan' a few years ago, authored by Les Binet and sarah carter and published by the APG. Anyway, fast forward and i also did my IPA (Institute of Practitioners in Advertising) effectiveness test in 2023. Learned a ton. Made lots of notes. And then kinda left them there. But if you know me, i like to share everything i learn. So i wrote about how the top 1% brands think about measurement, with practical things that definitely helped me wrap my head around all of it (or at least be less shit about it). And i genuinely had fun with this, because measurement can be fun (what!), or if nothing else it's crucial for us to be actually taken seriously by the wider business, not just other marketers. I'm sending a newsletter about it next week. The measurement piece is already live, but if you subscribe to Salmon Theory, you'll get that, other short sharp pieces, and a chance to access our private group: https://lnkd.in/dcBmJhnZ

Despite a downward trend in crime in England and Wales, 6 in 10 Britons believe that crime in the UK has risen over the past 12 months. New polling from Ipsos has found that a substantial majority of Britons (79%) believe that crime is a big problem in the UK. People are slightly more optimistic about crime and anti-social in their own area (41% think it is a big problem locally) compared to the UK as a whole. However, 43% say they are personally worried about a victim of crime. Concern is highest among those aged 18-34 (56%), and ethnic minorities (61%). 62% of those aged 55-75 are not worried about being a victim of crime How can crime be reduced further? The public cite more police on the beat, better parenting, and longer prison sentences/no early releases as the things that will do the most to reduce crime. Two thirds (67%) say they rarely or never see uniformed police officers patrolling their local area despite the same proportion believing more uniformed police officers in their area would be effective at tackling crime and anti-social behaviour locally. Conservative voters are more likely to say more police, longer prison sentences, better parenting, better discipline in schools and capital punishment for murder are more likely to reduce crime. Along with longer prison sentences, Labour voters think preventative policies like better parenting, more constructive activities for young people, more investment in mental health services, more effective programmes for behaviour change and better drug and alcohol addiction support will do most to tackle crime in the UK. Hannah Shrimpton, Head of Crime and Justice research at Ipsos UK, says "This poll chimes with our campaign tracker showing that crime and anti-social behaviour is looming increasingly larger in people’s minds as the election approaches." #Crime #ASB #CrimeResearch #GE2024

5 lessons on attention to transform your creative. Earlier this year Kantar was part of the ARF’s ongoing Attention Validation Initiative where we assessed 40 TV and digital ads. In this article, Paul McClean shares what we learned in the process and how it can help you maximise attention effectiveness in your creative decisions. https://lnkd.in/gvfB-2A8 #Attention #CreativeEffectiveness

I'm very much looking forward to Quirk's Media London tomorrow and Thursday. Clare Michelmore and I are first on the agenda at 10am in room 5 tomorrow presenting about "Scaling the why: How Kimberly Clark is using conversational AI to blend qual with quant". Kathy Cheng and I will be on the inca | Nexxt Intelligence stand (#706) for the duration of the event so if you're attending please come and say hello. #conversationalai #insights #marketresearch

The brilliant James Morrison sharing the headlines of the Laithwaites Wine Medialab Group adam&eveDDB double gold winning IPA (Institute of Practitioners in Advertising) effectiveness award at the Effectiveness Conference 2024. Great debate with simeon duckworth Jo Arden Becky France Jennifer Shaw-Sweet around the topic of ‘Seize what’s starting: the role of experiments’ Headlines from the talk: - many brands are missing an opportunity to run more experiments. - keep asking yourself what the control is. What are you comparing your test result to? - keep the story simple to get wide buy in. - commit to the journey. It will take time. - Experiments create the space to be creative! So be brave! - Use experiments as one part of a holistic measurement learning agenda. - Laithwaites have shown there is no excuse not to make a start, anyone can do it. - Download the paper! Amen! Over many years Medialab Group have established a best in class unified measurement approach and I’m always chuffed to help brands put it into play. Extra legendary status James Morrison for coming on stage holding a Medialab Group branded note book! 😎🙏

Where is YOUR Customer Playbook? This is a really interesting article about getting the most out of all of your research. I've worked with several clients to pull together their existing insight to create a Customer Playbook. Alongside pulling out macro themes and deeper truths, they also make an excellent resource for new starts in your business to get up to speed quickly with how best to service your customers. It also helps focus new requests on building on what you already know and not spending money to hear the same thing played back to you. If this is something you like the sound of then give me and the team at Human8 a shout, even if its just for ideas or finding out what could work best for you.

The first industry-wide benchmarking report dedicated to social media metrics for UK hospitality operators. Delivered from KAM Insight in partnership with Kitch the report will capture critical insights on Instagram, Facebook and TikTok, enabling marketing teams and business leaders to: 📊 Benchmark performance against competitors 💡 Make informed strategic decisions at board level 💸 Back spending with data-driven metrics 🚀 Elevate social performance and solidify brand presence online If this sounds like your bag then get involved below 👇

Do you want your ads to get from playback to payback? Kantar's latest insights into how attention impacts creative and media effectiveness show this relationship isn't anywhere near as simple as you might think. Check out Ducan Southgate's latest article based on new Kantar learnings he first presented last month at the Cannes Lions festival: https://lnkd.in/g6sWhzYp