‘Ideas’ on Navigating Through Recession Dominated Marketing Interest in 2009

Ipsos Ideas Newsletter “Best of 2009” Issue Shares Insight and Lessons

Monday, January 11, 2010

New York, NY – Not only did the Great Recession of 2009 make global news, it also inspired marketers to read up on how they can work their way through the challenges and aftermath of such an economic turmoil. The January 2010 issue of Ipsos Ideas, a monthly online magazine for marketers and market researchers published by Ipsos North America, features a review of the most read articles in 2009. And the trend clearly shows that marketing professionals across North America are interested in understanding how the Great Recession has changed the market and what best practices and ideas can help them adapt, innovate, and grow in a weak economy.

“We analyzed reader statistics and feedback and it was quite clear that our readers were thirsty for any insight and ideas that research can provide about navigating through the recession,” says Tim Travis, a Communications Specialist at Ipsos and Editor for Ipsos Ideas. “From analyzing the way consumers think and behave to the kinds of market activities that require investment during an economic downturn, marketers viewed the recession as a seminal event in the lives of their brands and a critical point for learning for future strategies.”

The articles featured in the January 2010 issue of Ipsos Ideas, released on Monday, January 11 include:

  • Marketing with the New Consumer, written by marketing research specialist Ray Kong from Ipsos Reid
  • Three Critical Issues Facing Loyalty and Customer Satisfaction Research, written by Tony Cosentino with Ipsos’ loyalty specialty
  • Innovating for Growth in an Economic Downturn, an article co-written by a trio of Ipsos Marketing specialists in consumer packaged goods research, Larry Anderson, Brad Bane and Curt Stenger

Throughout the recession, Ipsos uncovered and defined a ‘New Consumer’ – a new mindset for consumption shaped not only by the recession, but also by social media, the environment, and other factors. Marketing products and services with this New Consumer requires new strategies and tactics, some outlined in Ray Kong’s article.

The shaky economy also forced many marketers to revisit their customer satisfaction and loyalty research programs. Tony Cosentino’s article examined the issues marketers should consider when reviewing their programs.

And finally, Larry Anderson, Brad Bane and Curt Stenger explored strategies for innovating during an economic downturn, pointing out that such lulls are often ripe with opportunity to uncover breakthrough ideas and products for post-recession success.

“These three articles are part of a deeper set of insights provided to readers of Ipsos Ideas, yet they best represent the kind of information marketers sought and valued in making their way through some tough times,” concludes Tim Travis. “As we welcome 2010, we will continue to explore new trends, share new insights and of course offer new ideas in each issue of Ipsos Ideas.”

For more information on this news release, please contact:
Tim Travis
Marketing Communications Specialist
Ipsos North America
(778) 373-5140

Elen Alexov
Director, Marketing Services
Ipsos North America
(778) 373-5136

About Ipsos Ideas

Ipsos Ideas is published online by Ipsos, a leading global survey-based market research company. Each monthly issue of Ipsos Ideas delivers insights and ideas that Ipsos researchers have gleaned from their work in each of the company’s five research specialties: advertising, loyalty, marketing, media, and public affairs research. The complete text of each article is available at www.ipsos-ideas.com or by electronic subscription.

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe. Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2008, Ipsos generated global revenues of €979.3 million.

Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.

Ipsos, listed on the Eurolist of Euronext – Comp B, is part of SBF 120 and the Mid-100 Index, adheres to the Next Prime segment and is eligible to the Deferred Settlement System. Isin FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP

‘Ideas’ on Navigating Through Recession Dominated Marketing Interest in 2009

Downloads PDF

Press Release


Elen Alexov
Director, Marketing Services,
North America