Tuesday - June 10th, 2014
Concurrent Sessions D

Company Reputation via Brand Digital Insights: What is a Facebook ‘Like’ Really Worth?

Does digital engagement have a significant impact on a brand? Insights West set out to discover the answer by conducting 40,000 consumer interviews, asking about perceptions of 150+ Western Canadian and National brands. From this, we have found that digitally engaged consumers provide radically different scores on reputation dimensions. So why have so few marketing research companies studied the influence of social media, digital and mobile interactions on a brand? With these elements now integral to most firms’ marketing, it has become critical to link all of the components to properly evaluate their effectiveness.

Steve Mossop, President of Insights West, will showcase results from our new Brand Digital Insights tool by highlighting our findings on corporate brand reputation, drivers of reputation, and consumer digital interactions with a brand. This will definitely be something to tweet about!


Steve Mossop

 

President, Insights West

Steve Mossop is President of Insights West, a full-service marketing research company serving both public and private sectors in Western Canada. Incorporated in the Spring of 2012, Insights West now has 15 employees and one of the largest, most engaged online consumer panels in Western Canada.  Insights West has press released over 70 different public opinion polls on topics diverse as bridge tolls, bike lanes, gas fracking, road safety, cyber-bullying, employee satisfaction, smart phone usage, and many, many other topics.  We have developed a normative database of nearly 200 companies based on 40,000 interviews for their "Brand Digital Insights" model, which tracks corporate reputation and digital interactions with brands in the local marketplace.    Insights West has also created normative databases for Employee Satisfaction, Alumni Engagement, and Creative Testing. 

Steve was previously President of Market Research Canada West within Ipsos Reid for 17 years, managing approximately 50+ client service staff in offices in Vancouver, Calgary, Winnipeg, Milton, Houston and Seattle, and was responsible for a business unit with annual billings of $15M.

Steve is a sought-after speaker who has been represented by the National Speakers Bureau and is a frequent public speaker in British Columbia. His accomplishments include launching Insights West to one of the fastest growing BC companies in the past two years, growing Ipsos Reid’s Western practice to become the market leader in Western Canada, winning BCAMA’s 2001 Marketer of the Year Award for the company, and winning Business in Vancouver’s “Top 40 Under 40” award in 2006. For the past two years, Steve has been chair of the BCAMA’s Senior Executive Program, an exclusive group of BC’s top marketers that meets once per month throughout the year. Steve holds a Bachelor of Business Administration degree from Simon Fraser University with a concentration in Marketing.