Daily Research News Online no. 8966 - Grad Careers Drive and Loyalty Partnership for Ipsos MORI

Grad Careers Drive and Loyalty Partnership for Ipsos MORI

October 1 2008

Ipsos MORI is campaigning to replace 'any negative and outdated preconceptions graduates may have about a career in research' with the prospect of a role which 'can influence both society and business'. The agency has also announced a partnership with loyalty specialist The Logic Group.

Integrated ad agency Meteorite will handle the firm's latest graduate recruitment campaign, which is based around a 'viral microsite' at www.ipsosmorigrads.com . The site includes visuals where Meteorite has 'subverted (usually stale) graph and pie chart visuals to show how research might affect everyday lives' - graduates are also invited to add their own humourous graphs in a competition to win £250.

The site is supported by online banner ads, email and experiential activity at graduate recruitment fairs.

Anna Reeves, UK MD for Ipsos MORI, comments: 'Research isn't always an obvious choice for graduates. We at Ipsos MORI are at the forefront of issues facing society and business today and wanted to promote what a career with us offers.'

Fitzrovia, London-based Meteorite is online at www.meteorite.co.uk .

Ipsos MORI has also announced that it is partnering with loyalty programme firm The Logic Group to launch a service combining transactional customer data with attitudinal survey information. The service promises clients better understanding of customer motivations in order to maximise loyalty.

The firms say the UK has the lowest loyalty retention rates in Europe, with brand loyalty at a ten-year low and defection and churn rates increasing. In this tough climate, the partners say the service will help to optimise loyalty communications programmes and 'deliver cost savings by focusing activity on customers' emotional drivers (rather than, for example, simple price-based offers)'.

The Logic Group focuses on the secure management of information and transactions delivering improved customer insight and loyalty, the provision of trusted card processing and payment environments coupled with the flexible IT infrastructures that support the enhancement of customer experience across all points of interaction.

Rob Adams, Director, Customer Insight & Loyalty at The Logic Group says both partners are 'convinced that this provides our clients with a real and effective way to achieve competitive advantage'. Ipsos MORI's Director of Customer Marketing Trevor Alderson believes the service will help to 'refine and personalize the relevance of customer interactions' by 'bringing the emotional element into loyalty analytics through external research.' He adds: 'By understanding what people think and combining that with transactional data, (what they actually do), you are able to gain a truly holistic view of customers.'

The Logic Group offers clients IT services and solutions to improve business performance and reduce risk. At present it manages loyalty card schemes for over 25 million subscribers.

Web sites: www.ipsos-mori.com and www.thelogicgroup.com .