In this issue of Curiosity, we discuss how modern mothers are a complex ecosystem of identities and expect more from brand communications and advertising than the one dimensional image of motherhood that they have seen in the past. The internet has accelerated the pace of change for mothers, and their roles are now more varied and multi-dimensional than ever before. The advertising industry and brands must respond to these changes, and best reflect the characteristics of modern motherhood; including getting as close as you can to your target mums, and taking a deep dive into their world.
Digging deeper into a consumer’s life also reveals actionable information for other targets. While the cultural heritage shared by Malaysia and Singapore has led to similar values (e.g. respect, responsibility and honesty) with further exploration some key differences are clear; urban Malaysians are more individualistic than Singaporeans, while hard work and ambition are more important to Singaporeans.
Ethnography is one way of helping us to uncover the intrinsic differences, deeper desires and motivations of a group of people. Such anthropological investigation can help us search out white spaces, understand system 1 (automatic/ unconscious) thinking, and better understand cross-cultural behaviour. In business, such deep understanding is what makes a product, ad campaign or service rise above competitors.
At Ipsos we recognize that one size does not fit all, and as technology changes and shrinks our world, it is essential to keep watching and listening to consumers, to best drive our businesses.
Director's Note
Katharine Davis
Managing Director
Ipsos in Malaysia