Turn Behavior into Business: How Real-Time Consumer Insights Drive Sustainable Brand Growth
Ipsos published a paper on behavioral measurement and real-time consumer insights, arguing that traditional brand tracking is too slow for today’s shifting consumer behavior. The company says context drives 52% of brand choice and that 43% of habitual behaviors are linked to contextual cues. For European marketers and sales teams, the message is that faster measurement can improve media spend, channel decisions, and activation in moments where purchase intent is formed.
Artificial Intelligence: Key insights, data and tables
Ipsos published an overview of its global AI findings, including a 32-country monitor showing that 54% of adults say AI products and services have already changed their daily lives. The company also says people in Europe are generally more nervous about AI than those in Asia and Latin America. This matters for European sales and marketing teams because adoption is rising, but trust and acceptance still lag behind usage, which can affect positioning, messaging, and AI-powered customer experiences.
Heading into 2026 midterms, Americans back policies targeting lower healthcare costs
Americans back policies to lower healthcare costs, says an Ipsos/Axios poll. A majority support direct-to-patient prescription sales, and many say they would be more likely to vote for candidates who expand drug discount platforms or reinstate ACA subsidies.
The findings matter for European healthcare marketers and policy teams because cost pressure remains a key driver of consumer sentiment across major markets. They also suggest that affordability and access messaging can resonate broadly, while politically charged health topics still split audiences.
Ipsos Consumer Tracker
Ipsos finds strong openness to private label brands
Ipsos says 85% of Americans are willing to buy private label brands if their usual brand is out of stock, up six points since February 2025. For European retailers and FMCG brands, this reinforces the value of assortment, pricing, and shelf availability in a more value-conscious market. It also suggests private label remains a competitive lever for Sales and Marketing teams as shoppers stay flexible on brand choice.
Ipsos Data Drops 2026
Ipsos has published its 2026 “Data Drops” series of short briefings on consumer and market trends. The series covers topics including AI trust, younger generations, shopping behaviour and EV adoption, with several themes directly relevant for Sales and Marketing teams. For Europe, the value is in using these findings to sharpen messaging, pricing and channel choices in markets where consumer confidence and purchase intent remain uneven.
We are more satisfied with our commutes this year
Ipsos said the share of Americans satisfied with their commute rose 15 points year on year, from 65% to 80%, in its Consumer Tracker. The survey also showed stable preferences on working location, with about half wanting mostly or entirely office-based work and about a quarter preferring mostly or entirely at home. For Europe, the result is a reminder that commute satisfaction can shape employee sentiment and office demand, which matters for workplace planning and B2B marketing around hybrid work.
Americans want banks to do more to prevent scams
Ipsos found that 96% of Americans think banks should do more to help prevent scams and protect customers. The survey suggests a strong expectation that financial institutions take more active responsibility for fraud prevention. For European banks and payment providers, this points to rising customer pressure for stronger verification and scam alerts, which is relevant for trust and conversion in sales and marketing.
Women do not want male robots
Ipsos says men are seven times more likely than women to want a male robot, with 20% of men and 3% of women giving that answer in its Consumer Tracker. The findings suggest robot design and voice choices may need to account for different preferences by gender, which is relevant for consumer tech and AI products in Europe as they move into more mainstream use.
AI has a PR problem with Americans
Ipsos found that 38% of Americans say the AI coverage they see in the news is mostly favorable, down from 44% a year earlier. The share of Americans who want to learn more about AI also fell to 57% from 63%.
For European marketers and sales teams, the result signals that AI messaging is still shaped by caution, not just excitement. In Europe, where trust and regulatory scrutiny are already high, this makes proof points on usefulness, safety, and business value more important in external communication.
Ipsos Consumer Tracker
Ipsos finds strong openness to private label brands
Ipsos’ latest Consumer Tracker says 85% of Americans would buy private label brands if their usual brand is out of stock, while 53% rate private label and name brands as about the same quality. For European retailers and brand owners, the finding points to sustained price sensitivity and room for own-label growth, which can affect shelf strategy and promotional planning.
CPG Growth Series: The power of connection in driving CPG innovation growth
Ipsos published a report saying CPG innovation is more likely to succeed when it is built around unmet consumer needs and the consumer’s real-life context. It cites analysis of more than 200,000 innovations and says ideas that address unmet needs are 2.5 times more likely to succeed, while 75% of innovations lack the relevance needed to drive switching.
The findings matter for brands and retailers in Europe because they point to a higher bar for new product launches in crowded categories. For sales and marketing teams, the message is to focus innovation on clear consumer jobs, incremental volume, and competitive alternatives that may include private label or doing nothing.
The Ipsos Care-o-Meter: What does America know about vs. what does America care about?
Ipsos says 95% of Americans did not know about a “T-Rex leather” handbag auction, while 61% said they cared once they heard about it. The item highlights how niche consumer and sustainability stories can miss the U.S. public, but still gain attention when explained, which matters for European brands and marketers tracking how new materials are framed.
Half of Americans report using AI services, with information and productivity leading use cases
Ipsos and Epoch AI found that 50% of Americans used an AI service in the past week, with ChatGPT the most used platform. The poll suggests AI is moving into everyday work and personal workflows, which is relevant for European marketers and sales teams planning content, support, and productivity use cases.
ExoWatts
Great content! Keep up the good work!