Brands that rely solely on traditional tracking metrics risk missing major growth opportunities, as consumer decisions are increasingly shaped by context rather than category, according to a new report
from research firm Ipsos.
The study, The Context Advantage: Winning the Moments That Matter, finds that context including the situation, mindset and occasion in which consumers encounter brands accounts for more than 50% of brand choice across categories, based on Ipsos R&D conducted across multiple markets.