Ipsos Views: Dancing With Duality
In this episode, we bring together the four authors of Dancing With Duality: Achieving Brand Growth In a Mindful and Mindless World which unveils Ipsos' new framework for understanding how to grow brands. The authors come from different specialisms within Ipsos, and explore the key themes of the paper - particlularly our understanding of how people make decisions and how brands can influence consumer behaviour as a result. Our point of view is based on the latest scientific thinking about how decisions arise along a continuum, where multiple cognitive processes ranging from more mindful to more mindless are operating at the same time.