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 w(%))(*+,
 One activity, six specialisations
 Activity: Asking the right questions, i.e. those that enable the people we
interview to express their opinions, desires and expectations.
 Specialisations:
 Ipsos implements this know-how allied with new technologies in its six
specialisations:
 Ipsos ASI - The Advertising Research Specialists
 Ipsos Marketing - The Innovation and Brand Research Specialists
 Ipsos MediaCT - The Media, Content and Technology Research Specialists
 Ipsos Public Affairs - The Social Research and Corporate Reputation
Specialists
 Ipsos Loyalty - The Customer and Employee Research Specialists
 Ipsos Global Operations - The Data Collection and Delivery Specialists
 Ä. IPSOS ASI ± THE ADVERTISING RESEARCH
SPECIALISTS

 Ipsos ASI offers marketers state-of-the-art advertising

research built on more than 40 years of experience using
measures predictive of in-market performance. We offer a
full-range of solutions across all media ± at any stage in the
creative process ± from equity assessment to strategic
development, advertising testing, and tracking. Our
research is backed by a dedicated team of advertising
research specialists whose mission is to deliver the answers
that will add value to your business anywhere in the world
 O. IPSOS MARKETING ± THE INNOVATION AND
BRAND RESEARCH SPECIALISTS

 Ipsos Marketing's experts help clients to develop and

launch new products and services and reposition existing
brands, understand the success factors behind their brands
and maximise the impact of marketing decisions. Its
specialized teams provide an in-depth understanding of the
drivers of consumer choice and of the challenges faced by
marketers.
 They offer world-class solutions which integrate
quantitative and qualitative research, using engaging, new
digital tools as well as advanced modeling and forecasting
techniques
 !. IPSOS MEDIACT ± THE MEDIA, CONTENT AND
TECHNOLOGY RESEARCH SPECIALISTS

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 4. IPSOS PUBLIC AFFAIRS ± THE SOCIAL RESEARCH
AND CORPORATE REPUTATION SPECIALISTS

 Ipsos Public Affairs teams around the world conduct research

on public policy issues and on the attitudes and behaviours of
citizens and consumers. They also conduct political climate
surveys and voting intention forecasts, public opinion research
and elite stakeholder, corporate, and media opinion research.
Our goal is to help our clients manage issues, advance
reputations, determine and pinpoint shifts in attitude and
opinion, and enhance communications.
 K. IPSOS LOYALTY ± THE CUSTOMER AND
EMPLOYEE RESEARCH SPECIALISTS

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 WHERE WE ARE
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 Ö 
 Ipsos is proud of attracting the best talent in the profession. As a
curious and intuitive individual, at Ipsos you will be fully
dedicated to finding the best research solutions for our clients.
 The Ipsos Training Centre, is the e-learning institute sponsored
by Ipsos.
 This center of excellence, headed by Mike Everett, Head of People
and Talent, and managed by research professionals, was created
to enrich the expertise of our teams in each of our specialisations.
Classes are also available for our clients and for whoever wishes
to strengthen their knowledge in our market research.
 CASE STUDY
 O008 saw Evian® become the Official Bottled Water of
Wimbledon. Evian® required independent, credible
research to understand how the sponsorship was
perceived by consumers and its impact on the Evian®
brand.
 OBJECTIVES
 Since becoming the Official Water of the Wimbledon Tennis
Championship in O008, Evian® have entrusted the evaluation of
their sponsorship to Ipsos ASI.

 Key objectives of the study included:

‡ Measure the awareness of the sponsorship and how this builds in
the weeks before the Championship starts
 Understand the impact the sponsorship has on consumer
perceptions of the Evian® brand among Championship attendees
and non-attendees
 Evaluate the relative performance of the different activations
within the sponsorship support campaign
 SOLUTION
 Study was split into three parts:
 Part Ä: A subscription to Ipsos MORI¶s syndicated
continuous sponsorship awareness tracker. This allowed us
to monitor sponsorship awareness build in the weeks leading
up to the Championship and the rate of decay following the
Championship.

 Part O: A pre / post Championship study among Evian¶s®

core target market. This allowed us to monitor how the
sponsorship was perceived among Evian¶s® core target, its
effect on the Evian® brand and which elements of the
activation plan impacted the brand and those that did not.
 Part !: recruit and follow up study among Championship
attendees. This approach was preferred for a number of
reasons; it allowed us to ask awareness and brand
questions after the event in a non-emotional charged
environment and secondly, this approach allowed us to ask
more questions, cost effectively.
 By fulfilling the key objectives via three separate
approaches, we were able to robustly answer the important
questions Evian® had about their first and second year as
a sponsor in a cost effective way.
 BENEFITS
 Over the course of two years, Ipsos ASI¶s research has demonstrated the
sponsorship¶s potential and identified and number of areas for optimisation.

 In year one the research highlighted the importance of Evian¶s® on court

presence at driving awareness of their association and the difficulty the brand
faced cutting though the clutter of brands communicating with consumers at
the event, particular in the queue.
 In year two, Evian® increased their at event presence and became the most
visible brand at the Championship among attendees. Year two also highlighted
the importance the association with Wimbledon played in anchoring the brand
strategy ± providing the context and credibility to position the brand in the
stylish, youthful end of the market. However, the research highlighted the
importance of the support marketing in driving this impact. In addition, the
evaluation of the support marketing also posed a question about the level of
overt Wimbledon branding within the support materials (overt link vs. message
communication).
 The research Ipsos ASI has conducted is considered very actionable and is
currently being used in the planning of next year¶s activation strategy
 FEED BACK FROM EVIAN


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