With the tagline “Nobody’s Unpredictable,” global independent market research company Ipsos makes a bold statement about what their potential clients can expect: that with the powerful research Ipsos brings to its prediction-making, anyone’s actions can be understood. Ipsos provides its clients with insight into six areas: advertising; marketing; media, content and technology; loyalty, quality and customer relationship management; opinion polls and social research; and survey management, data collection and delivery. Once Ipsos’s clients understand why the individuals in their target markets act the way they do, they can better select the best messaging to engage them.
“Nobody’s Unpredictable” also extends to the company’s North American blog, Ipsos Ideas Spotlight. It provides — predictably — just enough insight into the work Ipsos does to whet their potential clients’ appetites. Ideas Spotlight covers a wide array of subjects and frequently makes use of the knowledge experts inside the company who author the posts, from who’s watching what on TV (*cough* … Walking Dead … *cough*) to whether Mystery Shoppers or customer satisfaction surveys provide better insight into how a retail outlet is performing (the answer: they’re not interchangeable… use both!). Blog readers don’t get the same in-depth information the company provides to its clients, but the fact that the blogs leave us wanting more is no accident. They keep Ipsos’s name top-of-mind so that we already know the answer when we find ourselves asking, “Who can we call to find out more about that?” The media also take note of the snappily-written bits and keep Ipsos experts programmed into their mobile phones for regular interviews.
And while we here at Brandsplat think it’s a great idea to feature posts written by your employees, not every company is set up that way. Even if your company has subject matter experts who write well and manage to find the time to sit down and regularly compose a blog (so, yeah… maybe just Ipsos?), it’s still a good business decision to turn to content experts to help keep your blog fresh and interesting. We happen to know a few good ones.
As Ipsos would say, there’s nothing unpredictable about success.