By Sharon Oseivhi

Remember back in high school when you knew you had a guest speaker coming to class? You were either happy or bored, but that was okay because it meant no homework!

It was as if Christmas came early for us with Sean Simpson, VP of Public Affairs at Ipsos, coming to visit our Applied Communications Research class on Sept. 27, 2016. Any PR professional understands the importance of research, and for us soon-to-be professionals, it is in our best interest to understand how to conduct proper research.

Ipsos is a global independent market research company, ranking third worldwide among research firms, and is Canada’s largest market research and public opinion polling firm. They specialize in conducting both syndicated and customized research studies across various topics such as the Canadian economy, consumer packaged goods, financial services, automotive industry, retail, health, technology, and telecommunications. Their objective is simple: “We are passionately curious about people, markets, brands and society. We make our changing world easier and faster to navigate, and inspire clients to make smarter decisions.”

As PR students, research plays a major role in what we do. We need to be able to target our audience, communicate with them through the right channels, as well as improve our relationship with them. Learning from a company such as Ipsos is the perfect tool in our toolbox to help us communicate effectively with our audience. Sean informed us that some of his most important clients include the media, who call on Ipsos’ services whenever they need a survey or poll. The reason? Numbers speak louder than they ever could. The numbers are the facts that people want to know. He also talked about some of his other clients, including Fortune 500 companies who need to please their stakeholders and customers during times of crisis, or when a new product launches.

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