AP Ipsos Results

Consumer Behavior & Retail Insights

One Shopper, Many Brands: Why Your Loyalty Metrics Are Measuring the Wrong Kind of Consumer Commitment

American consumers — particularly those under 40 — no longer organize their purchasing lives around a single preferred brand per category. Instead, they maintain deliberate, simultaneous relationships with multiple competing brands depending on context, budget, and occasion, a pattern that conventional loyalty measurement was never designed to detect.

Jul 14, 2026

Market Research Methodology

Stated Price, Actual Purchase: The Measurement Gap That's Costing Brands Millions in Mispriced Products

When consumers tell researchers what they're willing to pay, the numbers almost always run higher than what they spend at checkout. Understanding why this gap exists — and how to correct for it — has become one of the most consequential challenges in modern pricing research.

Jul 14, 2026

Consumer Behavior & Retail Insights

The Aspiration Gap: What Consumer Self-Reporting Data Actually Tells Us About Health and Sustainability Spending

Americans consistently tell pollsters they prioritize wellness, organic products, and environmental sustainability — yet market sales data tells a strikingly different story. A close examination of consumer self-reporting bias reveals a persistent and commercially significant gap between stated values and actual purchasing decisions, with important implications for brands that have built growth strategies around the conscious consumer.

Jul 14, 2026

Market Research Methodology

Loyalty in Fragments: Why Your Brand Tracking Dashboard Is Missing the Communities That Matter Most

Traditional brand loyalty metrics were designed for a mass-market era that no longer exists. As consumers increasingly organize around niche digital communities, the survey instruments and tracking tools most companies rely on are systematically blind to where genuine brand devotion is actually forming. New measurement approaches are emerging — but adoption among American businesses remains dangerously slow.

Jul 14, 2026

Workforce & Employment Trends

Beyond the Boardroom Buzz: Measuring Actual AI Adoption Rates Across American Workplaces

Executive confidence in artificial intelligence has rarely been higher, yet fresh survey findings suggest a significant and largely unacknowledged gulf between leadership enthusiasm and ground-level implementation across American businesses. Data collected from employees and managers at organizations of varying sizes reveals that adoption rates, measured by actual daily usage rather than deployment announcements, remain far lower than corporate communications suggest. Understanding where AI is g

Jul 14, 2026

Consumer Behavior & Retail Insights

Paying Until It Hurts: Survey Data Exposes the Breaking Point for American Subscription Spending

New polling data reveals that a growing share of American households have begun actively auditing and canceling recurring subscription services, signaling a structural shift in how consumers tolerate bundled convenience. From streaming platforms to SaaS tools and retail membership programs, the threshold for acceptable monthly spend is narrowing fast. Brands that fail to demonstrate clear, ongoing value risk accelerating churn at a moment when acquisition costs are already elevated.

Jul 14, 2026

Consumer Behavior & Retail Insights

Divided at the Register: How Generational Shopping Preferences Are Reshaping American Retail Strategy

New consumer polling data is drawing sharp lines between how different generational cohorts shop, pay, and form brand loyalties—and the distance between those lines is growing. For retail executives and marketing strategists, the central challenge is no longer simply reaching multiple audiences but deciding how far a single brand can stretch before it starts losing everyone. The numbers offer both a warning and a roadmap.

Jul 14, 2026

Workforce & Employment Trends

Return-to-Office Mandates Are Backfiring: What 18 Months of Workforce Data Actually Shows

Executives across the United States are doubling down on office return policies, but polling data collected over the past 18 months tells a more complicated story. The gap between corporate mandates and employee willingness to comply has widened considerably, and the measurable costs—in turnover, productivity, and recruitment—are becoming impossible to ignore. Business leaders who understand what the numbers are truly signaling stand to gain a significant competitive advantage in talent retentio

Jul 14, 2026

Market Research Methodology

The Research Gap: Five Measurement Failures That Are Quietly Undermining Your Consumer Intelligence

Most businesses believe they understand their customers — until a product launch fails, a campaign misfires, or a competitor steals market share that all the data said was secure. The uncomfortable reality is that widely used market research practices contain systematic blind spots that distort business decisions at significant cost. Drawing on Ipsos methodological frameworks and documented case evidence, this piece identifies five critical failures and outlines how organizations can close the g

Jul 14, 2026

Consumer Insights

Fractured Loyalty: How Political Polarization Is Rewriting the Rules of Consumer Trust in 2024

New Ipsos polling data reveals that American consumers are increasingly allowing their political identities to shape purchasing decisions, creating measurable volatility in brand loyalty across key industries. As the 2024 election cycle intensifies economic anxieties, businesses face an unprecedented challenge: retaining customers whose trust is now filtered through a partisan lens. This analysis breaks down the numbers and charts a path forward for brands caught in the crossfire.

Jul 14, 2026