people in 2018 - owen james events · 2018-09-25 · 3. the elites . the crisis of . 69%. experts...
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Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public
© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
1
PEOPLE IN 2018
Ben Page, Chief Executive, Ipsos MORIben.page@Ipsos.com
KEY TRENDS
2
POPULATIONCHANGE
UNEVEN ECONOMICGROWTH
GLOBALISATIONAND MIGRATION
CLIMATECHANGE AND
SUSTAINABILITY
TECHNOLOGICALCHANGE
POLITICAL CHANGE AND
MULTI POLARITY
3
THE ELITES THE CRISIS OF
Experts don’t understand my life 69%Economy rigged for advantage 76% of the rich and powerful
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 4
SIX TRENDS
Liquid expectations
Search for simplicity
Experience-sharing economy
From products to services
Context is king
Uncertainty is the NEW NORMAL
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 5
Customers have been spoiled. Thanks to companies such as Amazon and Apple,they now expect every organization to deliver products and services swiftly, with a seamless user experience.”
McKinsey & Co.
LIQUIDEXPECTATIONS
6Great Expectations | November 2017 | Version 1 | Public
Delivering a positive experienceThose who had a positive experience that was better than expected were more than twice as likely to increase their brand favourability than those who had a positive experience that was only in line with or worse than expectations (41% v 17%).
alone is not sufficient to increasebrand favourability if it is onlyin line with expectations
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public
© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
7
IMPLICATIONS
Expectations reframed
Brand promise versus delivery
Changing competitive set
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 8
27%
40%
31%
2%
Source: 2014 Consumer Action Monitor, Ombudsman Services (a nationally representative survey of 2,023 adults aged 18+ were questioned throughout Great Britain, )
WE ARE INCREASINGLY INTOLERANTOF POOR SERVICE
Never
Rarely
Sometimes
Always
I PUT UP WITH POOR SERVICE (%)
Ipsos MORI – Future of Research 9
77% 73% 72% 68% 66% 64% 59% 56% 56% 55% 53% 51% 38% 38%
23% 27% 28% 32% 34% 36% 41% 44% 44% 45% 47% 49% 62% 63%
Ipsos MORI – Future of Research 10
Why the bad experience?
1Notpersonalised
2Company made mistakes
3The amount of effort I had to put in
Ipsos MORI – Future of Research 11
21%29%
50%
Customer Effort
High Effort
Neutral
Low Effort
The amount of effort I had to put in
Ipsos MORI – Future of Research 12
47%
29%
24%
Company Effort
High Effort
Neutral
Low Effort
The amount of effort THE PROVIDER put in
Ipsos MORI – Future of Research 13
WHEN A PROBLEM ARISES, HIGHCOMPANY EFFORT REDUCESDAMAGE TO THE BRAND BY HALF
Ipsos MORI – Future of Research 14
27% of customers who experienced high Company Effort following anissue felt more favourable to the provider afterwards
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 15
Ipsos MORI – Future of Research 16
Signs of high Company Effort
1Good staff attitude
2Personalisation/recognition
3Keeping me informed
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 17
BATTLE THE
FOR ATTENTION
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 18
SEARCH FORSIMPLICITY
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 19
66%Say they wishtheir life was simpler
54%Often feel overwhelmedby choice
Ipsos Global Trends Survey : Base size: 18,180 adults across 23 countries
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 20
75%are constantly looking at screens
65%find it hard to switch off because of technology
Global Trends Survey : Base size: 1,002 GB adults 18-65, Online, 2016
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 21
SEARCH FOR SIMPLICITY
“The staff were attentive and couldn't have been more helpful! I must have tried on 10 jackets and their patience was amazing! Two of the staff stood out, Steph and Isaac. They checked other outlets and their planned deliveries to try to help me! Three days later I received a call and my dream jacket has been put aside for me. I couldn't be happier!”
-TNF Livingston
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public
© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
22
IMPLICATIONS
War against friction
Brands as curators
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 23
FROM PRODUCTSTO SERVICES
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 24
FROM PRODUCTS TO SERVICES
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public
© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
25
IMPLICATIONS
Personalisationat scale
From distribution to relationships
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 26
CONTEXTIS KING
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 27
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 28
CONTEXT IS KING
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public
© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
29
IMPLICATIONS
Increasing use of psychometric profiling
Moment-based marketing
Nudges and heuristics in experience design
30Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public
74%I am concerned about how information being collected about me when I go online is being used by companies
% agree
Global Trends Survey : Base size: 1,002 GB adults 18-65, Online, 2016
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 31
THE EXPERIENCE-SHARINGECONOMY
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 32
71%% agree
What I read about other people’s good and bad experiences influences the companies or brands I choose
Global Trends Survey : Base size: 1,002 GB adults 18-65, Online, 2016
INFLUENCES
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 33
POSITIVE AND NEGATIVEFEEDBACK LOOPS
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 34
THE EXPERIENCE-SHARING ECONOMY
“Where we used to have disparate, siloed systems, we now have a comprehensive Voice of Guest platform that organically brings all of our data into one place.”
- Mellow Mushroom
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public
© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
35
IMPLICATIONS
Identify sharing triggers
Make it easy to amplify sharing of positive experiences
36
NEW NORMALUNCERTAINTY IS THE
37Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 38
We presented Americans with range of ‘news’ stories.
All of them - both real and fake - were viewed as accurate by the majority who recalled seeing them
Document Name Here | Month 2016 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION) 39
Tribalism versus fluidity…
Stronger tribal identities…
…but more fluid/disrupted politics
40Doc Name | Month Year | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION)
The US shows more political polarisation
e.g. 65% of Republicans more conservative than median Democrat
e.g. 95% of Republicans more conservative than median Democrat
41 © 2015 Ipsos.
Echo chambers and filter bubbles are real…• Existing in different communities
• But even where intersect, we’re biased…
• Cognitive dissonance, directionally motivated reasoning…
• Online world custom-made to reinforce existing biases… more time on platforms = more money
• Confirmation bias is business model of internet…
42
BREXIT HAS REVEALED DIVISIONS ON NOSTALGIA …
19%6%
19%8%
34%
25%
36%
22%
26%
29%
32%
33%
16%
30%
5%
23%
3% 7% 4% 12%
STRONGLY AGREE
TEND TO AGREE
TEND TO DISAGREE
STRONGLY DISAGREE
CONSERVATIVELEAVE
CONSERVATIVEREMAIN
LABOURLEAVE
LABOURREMAIN
“Things in Britain were better in the past”
Source: Ipsos MORI/Unbound
Base: 599 Conservative voters who voted leave in the referendum, 401 conservative voters who voted remain in the referendum, 171 Labour voters who voted leave in the referendum, and 464 Labour voters who voted remain in the referendum, completing an online panel survey between the 13-20th October 2016
43
AND ON ATTITUDES TO IMMIGRATION …
“Immigrants take away jobs from real Britons”
21%6%
21%4%
35%
18%
34%
9%
27%
24%
19%
16%
14%
34%
15%
29%
3%17% 8%
40%
CONSERVATIVELEAVE
CONSERVATIVEREMAIN
LABOURLEAVE
LABOURREMAIN
STRONGLY AGREE
TEND TO AGREE
TEND TO DISAGREE
STRONGLY DISAGREE
Source: Ipsos MORI/Unbound
Base: 599 Conservative voters who voted leave in the referendum, 401 conservative voters who voted remain in the referendum, 171 Labour voters who voted leave in the referendum, and 464 Labour voters who voted remain in the referendum, completing an online panel survey between the 13-20th October 2016
44
BUT OTHER TRADITIONAL PARTY DIVIDES REMAIN
15% 14% 8% 3%
48% 46%
20%19%
21% 24%
26%29%
11% 12%
29% 31%
2% 1%13% 17%
“Large differences in people’s incomes are acceptable to properly reward differences
CONSERVATIVELEAVE
CONSERVATIVEREMAIN
LABOURLEAVE
LABOURREMAIN
in talents & efforts”
STRONGLY AGREE
TEND TO AGREE
TEND TO DISAGREE
STRONGLY DISAGREE
Source: Ipsos MORI/Unbound
Base: 599 Conservative voters who voted leave in the referendum, 401 conservative voters who voted remain in the referendum, 171 Labour voters who voted leave in the referendum, and 464 Labour voters who voted remain in the referendum, completing an online panel survey between the 13-20th October 2016
45Millennials: Myths & Realities | May 2017 | Public
% supporter of any one political party
0%
10%
20%
30%
40%
50%
60%
70%
Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995)
Source: European Social Attitudes Survey
And strong generational decline in connection to parties…
More fluid and changeable future?
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 46
Is trust in businessreally broken?
47Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public
Who do you trust to tell the truth?
94%91%
87%85%
83%81%
76%74%
67%65%
64%59%
54%50%50%
45%41%
38%36%
27%27%
26%19%
17%
NursesDoctors
TeachersProfessorsScientists
JudgesWeather Forecasters
The PoliceTelevision news readers
Clergy/priestsThe ordinary man/woman in the street
Civil ServantsLawyers
PollstersCharity chief executives
Trade union officialsLocal councillors
BankersBusiness leaders
Estate agentsJournalists
Professional footballersGovernment Ministers
Politicians generally
“Now I will read you a list of different types of people. For each would you tell me if you generally trust them to tell the truth, or not?”
% trust to tell the truth
Base: 998 British adults aged 15+, fieldwork 20 - 26 October 2017
48Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public
% trust to tell the truth:
0
25
50
75
100
1983
1985
1987
1989
1991
1993
1995
1997
1999
2001
2003
2005
2007
2009
2011
2013
2015
2017
DoctorsTeachers
Clergy -20ppts
Professors +15Scientists +20Police +13
Civil Servants +34
Journalists +8Politicians
Business leaders +11
Source: Ipsos MORI/Unbound
Base: c. 1,000 British adults aged 15+ per year
Trust in experts is actually rising rising
49Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public
All data points represent > 200 responses
% “Agree”
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
00 01 02 03 04 05 06 07 08 09 10 11 12 13Pre war (before 1945) Baby boomers (1945-65) Generation X (1966-1979) Millennials (1980-2000)
Source: Ipsos MORI reanalysis of British Social Attitudes
BUT big institutions are no longer seen as automaticallythe best answer to challenges…
% who agree that … The creation of the welfare state is one of Britain's proudest achievements.”
More filtered/tailored/nimble responses and individual responsibility…
Document Name Here | Month 2016 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION) 50
Age/generation seemimportant dividing lines
51Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public
78%66%65%
63%56%
49%48%
45%42%
40%39%
37%34%
32%29%28%27%26%
24%22%21%
15%10%
ChinaPeruIndia
IndonesiaBrazil
S AfricaMexicoRussia
PolandArgentina
U.S.Turkey
ItalyGermany
CanadaJapan
SwedenAustralia
S KoreaGB
SpainBelgium
France
DISRUPTION
To what extent, if at all, do you feel that today’s youth will have had a better or worse life than their parents, or will it be about the same?” % BETTER
TOMORROW
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 52
Traditional institutions and culture are more resilient than we think
© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 53
Thank you!ben.page@ipsos.com
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