PROJECT: journey research
Global market research firm Ipsos created its Journey division to help brands answer the key question - What is the consumer’s path to purchase? Determining the influences that affect consumer decisions is a critical offering for all major market research companies. Ipsos knew right away that it would need to differentiate itself from similar products in the marketplace.
As VP of Creative Strategy for Ipsos’ Innovation Division OTX, I challenged my team to create a marketing promo for the Ipsos Pathfinder project that did not look or feel like anything else in market research. Pathfinder necessitated something highly creative in a field not always known for creativity. The messaging would be high-level with a strong visual impact.
To achieve this, I developed a strategy that took a step back from traditional market research. I wanted to create the feeling and sensation of taking a journey to someplace the consumer had never been. The result is a video promo that suggests a sense of being someplace foreign, mysterious, and the unknown.