Ipsos Partners to Delve Deeper into Behavioral Economics

Ipsos has partnered with two centers at Yale University and senior insight figures in a number of top consumer companies to launch a new behavioral economics body, The YCCI-Ipsos Think Tank.

Partners are the Yale School of Management (YSM) and the Yale Center for Customer Insights (YCCI), plus insights leaders from ConAgra Foods, Mars, Merck, Pfizer and SC Johnson. The center will conduct research on the practical application of behavioral economics principles in key areas of consumer marketing, bringing current academic theories to bear to drive 'smarter marketing'.

The move continues an investment into behavioral economics research started by Synovate - since acquired by Ipsos - when it partnered with Duke University in 2011 to create a unit focused on advancing research into shopper insights and marketing. Ipsos says this earlier investment 'has already paid dividends for the company's clients in consulting, designing and implementing business strategies and campaigns'.

Jerry Forristal, Senior Client Partner, US, Ipsos Marketing, comments: 'Behavioral economics is an important key to unlocking new consumer insights. We're thrilled to work with a world-class team of experts to study that more intimately and push the boundaries of research'. Ravi Dhar, Director of the Yale Center for Customer Insights, adds: 'The very same technologies that changed how consumers explore, shop and advocate for products and services are providing marketers with incredible tools to better understand customer behavior. What makes this partnership interesting to the academics is the cooperation across multiple industries. By bringing together a diverse set of both leaders in practice and leaders in theory, we'll look for underlying frameworks and seek to apply those lessons in ways that drive meaningful impact'.

More information about the new center is at www.ipsospeel.com/wp-content/uploads/2015/09/The-Yale-Ipsos-Think-Tank-Summary.pdf .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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