quantitative
- Research & Data Quality
- Article
AI Biases We Can’t See
While we have all heard about biases in AI LLMs regarding gender and race, we wondered what other biases might be lurking beneath the surface that we can’t readily see. On April 9, we dove into a study from Galileo Research & Strategy Consultancy about Americans’ Health & Wellness behaviors and attitudes. Attendees discovered what was learned and its implications for using AI in research studies.
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- Article
The Z Factor: A New Blueprint for Audience Science
Janelle A. James – US Head, Cultural Intelligence, Ipsos NA
Janelle James from Ipsos introduced attendees to “The Z-Factor,” a new blueprint for audience science, arguing that Gen Z should be treated not simply as a target segment but as a lead indicator for future consumer behavior and market evolution. She positions “growth audiences”—particularly underserved and rapidly expanding groups—as critical to innovation, emphasizing that designing for the “average” consumer leads to missed opportunities, while designing for those with the greatest constraints unlocks broader relevance. Her approach is grounded in an interdisciplinary view of audience science, integrating data analytics, behavioral psychology and cultural intelligence, and draws on qualitative inputs (e.g., Ipsos CultureConnect podcast discussions with industry leaders) combined with quantitative research and external datasets to identify emerging patterns. Member Only Access
- Past Event Highlights
- Article
The Z Factor: A New Blueprint for Audience Science
Janelle A. James – US Head, Cultural Intelligence, Ipsos NA
Janelle James from Ipsos introduced attendees to “The Z-Factor,” a new blueprint for audience science, arguing that Gen Z should be treated not simply as a target segment but as a lead indicator for future consumer behavior and market evolution. She positions “growth audiences”—particularly underserved and rapidly expanding groups—as critical to innovation, emphasizing that designing for the “average” consumer leads to missed opportunities, while designing for those with the greatest constraints unlocks broader relevance. Her approach is grounded in an interdisciplinary view of audience science, integrating data analytics, behavioral psychology and cultural intelligence, and draws on qualitative inputs (e.g., Ipsos CultureConnect podcast discussions with industry leaders) combined with quantitative research and external datasets to identify emerging patterns. From a methodological standpoint, the Z-Factor is a multi-pillar framework for rethinking audience strategy, highlighting principles such as anticipating intersectionality, prioritizing authenticity, mastering complex media ecosystems and recognizing the evolving role of consumers as creators and decision-makers. Measurement remains rooted in traditional metrics but is reframed through a cultural and behavioral lens that accounts for identity complexity, real-time media behaviors and value-driven engagement. The framework emphasizes iterative learning—combining hypothesis generation, cultural signal interpretation and continuous validation—to better align brand strategy with the expectations and behaviors of next-generation audiences. Key Takeaways:- Gen Z represents a critical growth audience, with ~71 million people (≈20% of the U.S.), and over 50% identifying as people of color (up to 60% in states like California).
- Intersectionality is essential to audience design, as Gen Z over-indexes on multiple underrepresented identities, including 40–60% reporting disabilities (vs. ~25% in the general population), driven in part by mental health and neurodiversity trends.
- Values and activism are core drivers of behavior, with 86% seeking purpose in work, 91% using social media for activism and 70% actively engaged in social or political issues.
- Authenticity is non-negotiable, with 62% of Gen Z citing brand honesty as the most important attribute, requiring transparency beyond performative marketing.
- Gen Z operates in complex, multi-platform ecosystems, with 97% using social media for shopping inspiration and 43% starting product searches on TikTok, necessitating omnichannel strategies.
- The line between B2C and B2B is blurring, as 60% of Gen Z and Millennial B2B buyers prioritize brand values over price or features in high-stakes decisions.
- Consumers are now creators and media channels, with 65% of Gen Z identifying as content creators and 87% trusting creator recommendations over traditional media, shifting influence from brands to individuals.
Watch the Presentation
Member Only AccessARF KC Key Takeaways: Brand Salience Measurement
Brand salience is a measure of a brand's prominence and recognizability in the minds of consumers, such as how easily consumers recognize and recall a brand when considering a purchase. Strong brand salience has been linked to brand selection and purchase, resulting in brand growth and profitability. Research on parent-line extension salience and benefits of brand salience for portfolio development are presented in these key takeaways.
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- Targets & Segments
- Article
The State of Retail Media Networks & Consumer Behavior
On May 21, the industry’s top minds gathered in Chicago for a look at the future of retail, media, and consumer behavior and dove into the rapidly evolving role of Retail Media Networks (RMNs). Attendees gained actionable insights on the opportunities and challenges that RMNs present. Leading experts led discussions on optimizing RMN investments, navigating sales attribution complexities, adopting an "omni-normal" approach to connect with shoppers across all touchpoints, harnessing AI for brands and consumers, and more.
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