Ipsos Global Trends

5. Brands, Purchasing and CSR

Willingness to spend extra on appealing brand image

To what extent do you agree or disagree with these statements?

I am generally willing to spend extra for a brand with an image that appeals to me

Willingness to spend extra on appealing brand image

Buying branded products

To what extent do you agree or disagree with these statements?

When I shop I always try to buy branded products

 Buying branded products

Variety of consumer choices

To what extent do you agree or disagree with these statements?

I often feel overwhelmed by all the choices I have as a consumer

Variety of consumer choices

Willingness to spend extra on local produce

To what extent do you agree or disagree with these statements?

I am generally willing to spend extra for a product that is produced locally

Willingness to spend extra on local produce

Choosing between brands

To what extent do you agree or disagree with these statements?

If I had to choose between two otherwise equal products, I would buy the one I thought was a better brand

 Choosing between brands

Brands bringing meaning

To what extent do you agree or disagree with these statements?

Brands bring meaning to products

Brands bringing meaning

Brands reflecting personal values

To what extent do you agree or disagree with these statements?

I tend to buy brands that reflect my personal values

Brands reflecting personal values

Attention to costs of brands

To what extent do you agree or disagree with these statements?

I pay attention to the brand of a product only if I’m ready to spend a lot of money on it

 Attention to costs of brands

Trust in familiar brand

To what extent do you agree or disagree with these statements?

I am more likely to trust a new product if it’s made by a brand I already know

Trust in familiar brand

Differences in brand quality

To what extent do you agree or disagree with these statements?

For the same types of product, private-label/store brands and manufacturer brands don’t differ in quality

Differences in brand quality

Brands caring for customers

To what extent do you agree or disagree with these statements?

A good brand cares about their customers

Brands caring for customers

Effect of branding on prices

To what extent do you agree or disagree with these statements?

Branding is just an excuse to charge more money

Effect of branding on prices

Company or expert choosing products

To what extent do you agree or disagree with these statements?

I would rather have a company or expert choose product and service options for me rather than make the decisions myself

Company or expert choosing products

Buying products to feel safe

To what extent do you agree or disagree with these statements?

I make it a priority to buy products and services that make me feel safer

Buying products to feel safe

Reviews informing purchases

To what extent do you agree or disagree with these statements?

If a product or service gets a lot of good reviews, I will try it

Reviews informing purchases

Researching unknown brands

To what extent do you agree or disagree with these statements?

If it’s a brand I don’t know very well, I’ll look at their website before I purchase

Researching unknown brands

Reading reviews to support purchasing decision

To what extent do you agree or disagree with these statements?

If I don’t feel confident making a purchase decision I will look at online reviews

Buying highest quality within personal budget

To what extent do you agree or disagree with these statements?

I always buy the best quality I can afford

Buying highest quality within personal budget

Spending more to buy ethical

To what extent do you agree or disagree with these statements?

I try to buy products from brands that act responsibly, even if it means spending more

Spending more to buy ethical

Reviews influencing brand choice

To what extent do you agree or disagree with these statements?

What I read about other people’s good or bad experiences influences the companies or brands I choose

Reviews influencing brand choice

Paying more for better customer experience

To what extent do you agree or disagree with these statements?

I am prepared to pay more for a better customer experience

 Paying more for better customer experience

Personal brand experiences vs advertising

To what extent do you agree or disagree with these statements?

My own personal experience with a brand means more to me than advertising

Personal brand experiences vs advertising

Search for new products

To what extent do you agree or disagree with these statements?

I am always on the lookout for new products to try

 Search for new products

Brands supporting good causes while making money

To what extent do you agree or disagree with these statements?

It is possible for a brand to support a good cause and make money at the same time

Brands supporting good causes while making money

Brands making a difference

To what extent do you agree or disagree with these statements?

I want brands to make it easier for me to make a difference in the world

Brands making a difference

Brand CSR vs good products

To what extent do you agree or disagree with these statements?

I don’t care if a brand is ethically or socially responsible, I just want them to make good products

 Brand CSR vs good products

Likelihood of recommending ethical brands over others

To what extent do you agree or disagree with these statements?

I am more likely to recommend a brand that supports a good cause than one that doesn’t

Likelihood of recommending ethical brands over others

Brand trust becoming more important

To what extent do you agree or disagree with these statements?

In a world of so much choice, brands I trust are more important to me than ever

Brand trust becoming more important

Brands making a positive influence as well as providing services

To what extent do you agree or disagree with these statements?

It has become increasingly important to me that the brands I choose make a positive contribution to society beyond just providing good services and products

Brands making a positive influence as well as providing services

Success of future brands

To what extent do you agree or disagree with these statements?

In the future, the most successful brands will be those that make the most positive contribution to society beyond just providing good services and products

Success of future brands

Brand name influencing purchasing

For which of the following sorts of products and services do you look for brand names that you know to help you choose which to buy?

 Brand name influencing purchasing

Benefits of branded products

What are the key benefits of branded products/services?

 Benefits of branded products

Advertising promise vs personal experience – retailers

Thinking about the following sorts of organisations, to what extent has what was promised in advertising for their product(s) and service(s) been the same as your own personal experiences of them?

Retailers selling goods and services

Advertising promise vs personal experience - retailers

Supermarkets – advertising promise vs personal experience

Thinking about the following sorts of organisations, to what extent has what was promised in advertising for their product(s) and service(s) been the same as your own personal experiences of them?

Supermarkets

 Supermarkets - advertising promise vs personal experience

Telecommunications companies – advertising promise vs personal experience

Thinking about the following sorts of organisations, to what extent has what was promised in advertising for their product(s) and service(s) been the same as your own personal experiences of them?

Telecommunications companies

Telecommunications companies - advertising promise vs personal experience

Shipping/delivery companies – advertising promise vs personal experience

Thinking about the following sorts of organisations, to what extent has what was promised in advertising for their product(s) and service(s) been the same as your own personal experiences of them?

Shipping/delivery companies

Shipping/delivery companies - advertising promise vs personal experience

Credit card companies – advertising promise vs personal experience

Thinking about the following sorts of organisations, to what extent has what was promised in advertising for their product(s) and service(s) been the same as your own personal experiences of them?

Credit card companies

Credit card companies - advertising promise vs personal experience

Broadband suppliers – advertising promise vs personal experience

Thinking about the following sorts of organisations, to what extent has what was promised in advertising for their product(s) and service(s) been the same as your own personal experiences of them?

Broadband and cable service suppliers

Broadband suppliers - advertising promise vs personal experience

Social media sites – advertising promise vs personal experience

Thinking about the following sorts of organisations, to what extent has what was promised in advertising for their product(s) and service(s) been the same as your own personal experiences of them?

Social media sites

Social media sites - advertising promise vs personal experience

Private healthcare providers – advertising promise vs personal experience

Thinking about the following sorts of organisations, to what extent has what was promised in advertising for their product(s) and service(s) been the same as your own personal experiences of them?

Private sector healthcare providers

 Private healthcare providers - advertising promise vs personal experience

Public healthcare providers – advertising promise vs personal experience

Thinking about the following sorts of organisations, to what extent has what was promised in advertising for their product(s) and service(s) been the same as your own personal experiences of them?

Public sector healthcare providers

Public healthcare providers - advertising promise vs personal experience

Pharmaceutical companies – advertising promise vs personal experience

Thinking about the following sorts of organisations, to what extent has what was promised in advertising for their product(s) and service(s) been the same as your own personal experiences of them?

Pharmaceutical companies

Pharmaceutical companies - advertising promise vs personal experience

Banks – advertising promise vs personal experience

Thinking about the following sorts of organisations, to what extent has what was promised in advertising for their product(s) and service(s) been the same as your own personal experiences of them?

Banks

Banks - advertising promise vs personal experience

Insurance companies – advertising promise vs personal experience

Thinking about the following sorts of organisations, to what extent has what was promised in advertising for their product(s) and service(s) been the same as your own personal experiences of them?

Insurance companies

Insurance companies - advertising promise vs personal experience

Retailers – trust to treat fairly

To what extent, if at all, do you trust the following to treat you fairly?

Retailers selling goods and services

Retailers – trust to treat fairly

Supermarkets – trust to treat fairly

To what extent, if at all, do you trust the following to treat you fairly?

Supermarkets

 

Supermarkets - trust to treat fairly

Own government – trust to treat fairly

To what extent, if at all, do you trust the following to treat you fairly?

Your national government

Own government - trust to treat fairly

Foreign governments – trust to treat fairly

To what extent, if at all, do you trust the following to treat you fairly?

Foreign governments

Foreign governments - trust to treat fairly

Telecommunications companies – trust to treat fairly

To what extent, if at all, do you trust the following to treat you fairly?

Telecommunications companiesTelecommunications companies - trust to treat fairly

Shipping / delivery companies – trust to treat fairly

To what extent, if at all, do you trust the following to treat you fairly?

Shipping/delivery companies

Shipping / delivery companies - trust to treat fairly

Credit card companies – trust to treat fairly

To what extent, if at all, do you trust the following to treat you fairly?

Credit card companies

Credit card companies - trust to treat fairly

Broadband suppliers – trust to treat fairly

To what extent, if at all, do you trust the following to treat you fairly?

Broadband and cable service suppliers

 Broadband suppliers - trust to treat fairly

Social media sites – trust to treat fairly

To what extent, if at all, do you trust the following to treat you fairly?

Social media sites

Social media sites - trust to treat fairly

Private healthcare – trust to treat fairly

To what extent, if at all, do you trust the following to treat you fairly?

Private sector healthcare providers

Private healthcare - trust to treat fairly

Public healthcare – trust to treat fairly

To what extent, if at all, do you trust the following to treat you fairly?

Public sector healthcare providers

Public healthcare - trust to treat fairly

Pharmaceutical companies – trust to treat fairly

To what extent, if at all, do you trust the following to treat you fairly?

Pharmaceutical companies

Pharmaceutical companies - trust to treat fairly

Banks – trust to treat fairly

To what extent, if at all, do you trust the following to treat you fairly?

Banks

Banks - trust to treat fairly

Insurance companies – trust to treat fairly

To what extent, if at all, do you trust the following to treat you fairly?

Insurance companies

Insurance companies - trust to treat fairly

TV – like or dislike of ads

Overall, how much do you like or dislike ads you see or hear on each of the following media?

TV

TV – like or dislike of ads

Mobile / cell phone – like or dislike of ads

Overall, how much do you like or dislike ads you see or hear on each of the following media?

Mobile/cell phone

Mobile / cell phone – like or dislike of ads

Tablet – like or dislike of ads

Overall, how much do you like or dislike ads you see or hear on each of the following media?

Tablet

Tablet – like or dislike of ads

Laptop / desktop computer – like or dislike of ads

Overall, how much do you like or dislike ads you see or hear on each of the following media?

Laptop/desktop computer

Laptop / desktop computer – like or dislike of ads

Newspapers and magazines – like or dislike of ads

Overall, how much do you like or dislike ads you see or hear on each of the following media?

Newspapers and magazines

Newspapers and magazines – like or dislike of ads

Outdoor ads / billboards – like or dislike of ads

Overall, how much do you like or dislike ads you see or hear on each of the following media?

Outdoor ads/billboards

Outdoor ads / billboards – like or dislike of ads

Radio – like or dislike of ads

Overall, how much do you like or dislike ads you see or hear on each of the following media?

Radio

Radio – like or dislike of ads

Cinema – like or dislike of ads

Overall, how much do you like or dislike ads you see or hear on each of the following media?

Cinema

 Cinema – like or dislike of ads

TV – level of attention to ads

How much attention do you give to ads you see or hear on the following media?

TV

TV – level of attention to ads

Mobile / cell phone – level of attention to ads

How much attention do you give to ads you see or hear on the following media?

Mobile/cell phone

Mobile / cell phone – level of attention to ads

Tablet – level of attention to ads

How much attention do you give to ads you see or hear on the following media?

Tablet

 Tablet – level of attention to ads

Laptop / desktop computer – level of attention to ads

How much attention do you give to ads you see or hear on the following media?

Laptop/desktop computer

Laptop / desktop computer – level of attention to ads

Newspapers and magazines – level of attention to ads

How much attention do you give to ads you see or hear on the following media?

Newspapers and magazines

Newspapers and magazines – level of attention to ads

Outdoor ads / billboards – level of attention to ads

How much attention do you give to ads you see or hear on the following media?

Outdoor ads/billboards

Outdoor ads / billboards – level of attention to ads

Radio – level of attention to ads

How much attention do you give to ads you see or hear on the following media?

Radio

Radio – level of attention to ads

Cinema – level of attention to ads

How much attention do you give to ads you see or hear on the following media?

Cinema

Cinema – level of attention to ads

Video ads you can skip – like or dislike of ads

How much do you like or dislike these types of ads or communication you see while using the internet?

Video ads that you can skip

Video ads you can skip - like or dislike of ads

Video ads you can’t skip – like or dislike of ads

How much do you like or dislike these types of ads or communication you see while using the internet?

Video ads that you can’t skip

Video ads you can’t skip – like or dislike of ads

Ads on social newsfeeds – like or dislike of ads

How much do you like or dislike these types of ads or communication you see while using the internet?

Ads in your social newsfeeds (e.g. Facebook, Twitter, Instagram, Wechat, Vkontakte etc.)

Ads on social newsfeeds – like or dislike of ads

Ads on webpages – like or dislike of ads

How much do you like or dislike these types of ads or communication you see while using the internet?

Ads around the edges of webpages

Ads on webpages – like or dislike of ads

Ads in search results – like or dislike of ads

How much do you like or dislike these types of ads or communication you see while using the internet?

Ads in search results

Ads in search results – like or dislike of ads

Ads you can interact with – like or dislike of ads

How much do you like or dislike these types of ads or communication you see while using the internet?

Ads that you can interact with

Ads you can interact with – like or dislike of ads

Pop-up ads – like or dislike of ads

How much do you like or dislike these types of ads or communication you see while using the internet?

Ads that pop-up on top of what you’re browsing

Pop-up ads – like or dislike of ads

Email from brands – like or dislike of ads

How much do you like or dislike these types of ads or communication you see while using the internet?

Email from brands

Email from brands – like or dislike of ads

Text or messages from brands – like or dislike of ads

How much do you like or dislike these types of ads or communication you see while using the internet?

Text or messages to your phone from brands

Text or messages from brands – like or dislike of ads

Entertainment of TV ads

Which of the following best describes how you feel about advertising you see on TV?

It is less/more entertaining than it used to be

Entertainment of TV ads

Usefulness of TV advertising

Which of the following best describes how you feel about advertising you see on TV?

It is less/more useful than it used to beUsefulness of TV advertising

Entertainment of internet advertising

Which of the following best describes how you feel about advertising you see on the internet?

It is less/more entertaining than it used to be

Entertainment of internet advertising

Usefulness of internet advertising

Which of the following best describes how you feel about advertising you see on the internet?

It is less/more useful than it used to beUsefulness of internet advertising

Important factors when choosing products

Which of the following, if any, are most important to you when choosing products or services? Please select all that applyImportant factors when choosing products