Chris Meredith

The latest Ipsos New Zealand Issues Monitor provides a compelling snapshot of the issues that matter most to Kiwis right now. A few key takeaways: • Inflation and cost of living pressures remain the #1 concern by far. Despite some signs of easing, 60% of New Zealanders still cite this as a top issue. • Crime has resurged as the 2nd biggest worry, overtaking healthcare. This likely reflects increased media coverage of violent incidents. • On the political front, perceptions are shifting. Labour has regained ground and is now seen as equally capable as National in managing housing affordability. However, National maintains a strong lead on economic management. • Delving deeper, the data reveals a stark generational divide. Younger Kiwis are far more focused on housing costs, while over 50s prioritize healthcare and crime. In a rapidly changing world, understanding the pulse of public sentiment has never been more critical. The Issues Monitor offers invaluable insights into the hopes, fears and priorities driving New Zealander society today.

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The success of brand tracking hinges on the ROI a program delivers and this piece aims to shed light on this value equation

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So energised to leverage what I've learned from these modules to supercharge the insights for the brands I work with!

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Interesting WARC review of price discounting and advice to avoid, where possible. Interesting in view of the confectionery price discounting happening in supermarkets in Australia at present. https://lnkd.in/g_68E3zu

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There are often clues or key phrases hidden in a client brief that mean you are more than likely to be staring down the barrel of a potential conjoint project. ·        Pricing Strategy ·        Brand Premium ·        Product/Feature Optimisation ·        Willingness to Pay ·        New Product Development ·        Range Extension ·        Feature Importance ·        Market Prediction ·        Price Sensitivity / Elasticity ·        Revenue Optimisation ·        Identifying Demand ·        Trade-Offs If you see any of the above in a brief, take it as an opportunity to make your proposal stand out from the crowd.

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✨ As promised, all the content from our fantastic Kantar Ignite event is now live! 👀 You can watch our great speaker and panel sessions like this one Mark Ritson shared, or if you prefer a snappy summary of the insights from the day, you can download our Insights Unlocked report. 💡It's all right here so please jump in and do get in touch if you have any questions; https://lnkd.in/eJiqcnwR Amy McCoy Helen Pearson Dom Boyd Sarah Hazlehurst #KantarIgnite #Brands #MarketingEffectiveness #Marketing #Insights

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Dettol, Cadbury, and Bunnings are among Australia's most trusted brands. Trust is crucial in our lives, but it's been tested by rising costs, online shopping, and AI algorithms. Despite these challenges, an annual survey has identified these as some of Australia's most trusted brands. Top 15 List: 1. Dettol 2. Band-Aid 3. Cadbury 4. Bunnings 5. Dulux 6. Cancer Council (sunscreen) 7. Bridgestone 8. Panadol 9. Toyota 10. Bega 11. Weber 12. Royal Flying Doctor Service 13. Dairy Farmers 14. Glen 20 15. Selleys Another key point is that the survey respondents nominated these brands unprompted, without any lists of suggested candidates in each category. This provides a clear reflection of market sentiment at the time of polling. https://lnkd.in/gec3UCpb

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Exciting to be featured across the News Corp Australia mastheads with themes from our Annual Consumer Trends Report. On the eve of the Budget, we know that cost of living is biting many Australians hard. From persistent inflation, rising costs of basic items, adult children not able to afford to 'leave the nest' and 46% of working Aussies likely to get a 2nd income in the next 12 months - I'm sure many are hoping this Budget will deliver some financial relief 😟 👉 The non pay-walled version: https://bit.ly/4bf6t2A #budget2024 #marketresearch #demography #consumerinsights #business #consumertrends #australianbusiness #shopperinsights

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NOT ANOTHER POST ON LIQUID DEATH !!? Is there really anything to learn here for marketers who haven’t had the opportunity (and won’t have any such opportunity), to use death metal to inspire their positioning?   This post is to point out there really is, and it’s a build on all that well-founded advice to be Distinctive. I have put this thought in a booklet - just so I can use as many pictures as words. A few pages, but not too much text... I promise! Keen to know if you think this notion of “emotive clarity” I’m suggesting might help marketers aiming to be distinctive across all their touchpoints? Note, I’m not so much suggesting emotive clarity as a “law”, more a useful “lens”. (I know Mark Ritson is sick of hearing about Liquid Death, but IS an advocate for "relative differentiation" - so this perspective on one means to achieve that should be of interest to those wondering "how?")   Check out the booklet here: https://lnkd.in/g64RMJpY   #Differentiation, #Distinctiveness #LiquidDeath #KantarAustralia #BrandStrategyUnpacked Byron Sharp, Mark Ritson, Tom Roach, Drew Spencer Leahy, Dan White, Dom Boyd, Graham Staplehurst, Irene Joshy, Jonathan Sinton, Jon Foged, Jeannie Duhigg, Mary Kyriakidi, Myles George, Carol Horsley, Lindsay Gorton-Lee, Insights by Kantar

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AI is top of everyone's minds at the moment. Experience management platforms are using AI to redefine experiences, helping your organisation to increase efficiencies. We've been partnering with organisations to chat through how we can help you overcome any hesitation and show you how to get the most out of AI safely and securely. Check out our AI monitor below ✌

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How do you rate your happiness? The new edition of the Ipsos Global Happiness report is now available and has some great insights on New Zealanders happiness. It is great to see that overall Kiwi's are generally happy and higher than the global average. It is especially pleasing to see that factors driving this are based on relationships, living condition and jobs satisfaction, despite financial pressures for many which can challenge all aspects of life. Check out the full report. #ipsos

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Take a look at the latest New Zealand Ipsos Issue monitor. No surprises that inflation/cost of living remains the top concern but what does this mean for business and consumer spending. From my observations people are still spending but are more cautious on where and what they spend on. Over the past couple of months I have experienced exceptional service making me want to return to retail and food outlets. I have also received and observed some terrible experiences leading to me avoiding these business. Read the full report below to understand what issues your customers are facing. Business that are customer centric, offer good service at reasonable prices while creating a safe and positive atmosphere will continue to succeed.

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I recently had a really enjoyable chat with Alice Johnson on the Conversations in Sustainability podcast. Drawing on the findings of the 2024 Ipsos Climate Change Report, we discussed: 👍🏼👎🏼 The demographics of support and opposition for Australia’s energy transition (they may not be what you expect) 💸 Impacts of cost of living of support and ambition for the transition ⚡️Perceptions of likely impacts and outcomes ⚙️ The importance of explaining how the transition will unfold 📣 The prevalence and believability of mis- and disinformation, and the implications for communicators. Heaps of great insights in there to inform communicators in government, industry and NGOs. Have a listen! Spotify: https://lnkd.in/gsxbYP6i Apple: https://lnkd.in/gqG3aJ96 And get in touch if you’d like to know more about the 2024 Ipsos Climate Change Report. https://lnkd.in/gA3psCNM Ipsos Australia greenHorizon Ipsos #climatechange #energytransition

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Ipsos' latest global study on happiness reveals some truly interesting insights about New Zealand! A few key insights: 1. 76% of New Zealanders say they are happy, significantly higher than the 71% global average. But financial satisfaction is slightly lower than average. 2. Relationships matter most - 88% are satisfied with their partner/spouse (3rd highest globally) and 88% with their friendships. Gen Z lags on social satisfaction. 3. 78% of Kiwis are dissatisfied with the country's social/political situation. Economic outlook is also quite negative across age groups. As one of the happiest countries surveyed, NZ has a strong foundation to build on. But to take wellbeing to the next level, bridging generational gaps and bolstering economic confidence will be crucial. This rich dataset from Ipsos offers a wealth of insights to inform NZ's happiness strategy going forward. #Happiness #Wellbeing #NewZealand #IpsosGlobalHappiness2024 #RelationshipsMatter #GenerationalDivides #EconomicOutlook

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🧊 Milk meets Minecraft: Mining Success or a Creeper of Challenges? 🧊 Collaborations like this are a marketer’s dream – blending a heritage Aussie milk brand (Norco Co-operative Limited) with one of the most beloved games in the world, Minecraft. But what makes these crossovers work, and what risks should brands watch out for? 🍓 The Merits: ✅ Cultural relevance: Minecraft's massive fanbase gives Norco a direct line to kids and teens. ✅ Parent appeal: No added sugar, lactose-free and calcium features keep parents on board. ✅ Fun design: The unmistakeable pixelated visuals and colours on pack ensure strong shelf impact 💣  Potential Pitfalls: ⚠️ Superficial tie-ins: Without deeper integration (e.g., in-game events), it might feel like a fleeting novelty. ⚠️ Audience mismatch: Does Minecraft's audience fully align with Norco's core consumers? This collaboration has the ingredients for success, but how Norco continues to milk this opportunity will determine its longevity. Beyond the packaging and flavours, can this partnership build loyalty for the Norco brand? A creative win or a creeper that might explode on impact? 👇

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Uhrenholt is a global Food distributor that needed to find a local market research solution that was: 1. Commercially-minded 2. Flexible 3. Cost-effective 4. Global So they chose Insights Exchange. I love that we can provide insights that make an impact and all using fractional, independent research specialists. This enables companies like Uhrenholt to stretch their marketing budgets and do more with less. Are you a Food or Beverage company looking to scale your growth, but don't have in-house insights capability? DM me and we can book a call. #shopperinsights #marketresearch #fractionalinsights #data #globalresearch #consumerinsights #foodtrends #foodandbeverage

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We may not all be happy with our financial situation, or our social and political situation. But New Zealanders are still amongst the happiest in the world 😃 You can download the full report below 👇

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The Underdog Advantage: Why Challenger Brands Win Unexpected Support Be it real life, movies, sports or business, everyone loves a good underdog story. This is not just a #narrativetrope but a powerful consumer bias that often drives people to support challenger brands over established leaders. But why does this happen? And why is it so hard for a dominant brand to maintain its lead? We Intuit Research have helped many leading brands across sectors, but as a consumer behaviour professional and student of marketing science, personally I love to help a brand in a market where it is a challenger brand far more than where it is dominant. It is a lot more fun when you can nibble away share from dominant brands. And this is so true in categories such as #Airlines #Telecommunications #Banking #eCommerce #Insurance #Tech #Aggregators etc. Challenger brands thrive on their perceived #authenticity, #agility, and #innovation. Consumers often see them as #disruptors, offering something fresh and unique that the dominant players lack. This perception fosters a sense of loyalty and excitement, especially among those who identify with being unconventional or anti-establishment. On the other hand, leading brands often struggle to keep their edge once they’ve captured a significant market share. The expectations are higher, and the pressure to maintain consistency can lead to risk aversion. The brand can become synonymous with the status quo, losing the spark that once made it stand out. Moreover, consumers start to view the leader as #complacent or #monopolistic, which can diminish the emotional connection that once fueled its success. Research supports this phenomenon. Studies have shown that consumer bias toward underdogs often leads to increased market share for challenger brands, even in highly competitive industries if the challenger brand does the right things in the eyes of its unconscious supporters. The words "does the right things" is very important to note here. Is your brand a dominant brand or a challenger in your sector? Do comment and share your experience. #ChallengerBrand #ConsumerBias #MarketDynamics #BrandStrategy #BusinessGrowth Picture source: Medium

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One in three products purchased in Australian supermarkets today are private label. Why have we seen grocery private label penetration increasing; 1. Consumers seeking greater value each week from their shop. 2. Significant investment by supermarkets into quality, design and innovation. 3. The 'stigma' often attached to private label products has dissipated. 4. The growth of 'Phantom Brands' - 'Home' Brands that mimic real brands. #Woolworths #Coles #Supermarkets #Grocery #PrivateLabel #Brands #Branding #Food ##CostOfLivingCrisis QUT (Queensland University of Technology)

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