Tuesday - June 10th, 2014
Concurrent Sessions D

Psyched-Up: Using Psychology-Based Qualitative To Revive A Struggling Brand

This presentation will discuss IPSOS’s "Brand Rehab" qualitative approach and how it is married with quantitative insights to revive a struggling brand.  Brand Rehab focuses on the non-verbal cues between the participant and the moderator.  Observing these allows us to uncover the "third mind" of the consumer in relation to a brand.  While traditional qualitative focuses on the split between "rational" and "emotive" minds, observing the "third mind" incorporates deeper relations with the brand based on fundamental attitudes and beliefs.  Actual examples of the will be conducted during the presentation for attendees to understand how the method uncovers new insight compared to traditional projective techniques.

This will be a case-study presentation by the researchers – IPSOS - and the client - Hershey.  IPSOS and the psychotherapist who engaged in the research will discuss how they addressed client issues, the marriage of in-depth qualitative and quantitative results, and how insights were created to revitalize a struggling brand.  Hershey will discuss the implications of using a psychology-based method in a client-side organization and how they can influence senior leaders on the implications of the approach.  Client-side researchers will take away how to work with and sell a new approach in the organization.

France Bragado


Vice President, Ipsos Reid UU

France is an award-winning qualitative researcher with 16 years of experience which straddles the advertising, marketing and market research industries.  Over the past 9 years in market research, France has moderated 400+ focus groups and has won an MRIA ‘Best in Class’ award for her qualitative work.

Previous to joining Ipsos Reid UU France was part of the management team at Youthography, a boutique research company which focused exclusively on youth and young people. As such, France has extensive experience working on categories and brands which target children, tweens, teens, young adults, and parents, as well as utilizing non-traditional, even unorthodox, research methodologies to connect with these hard-to-speak-to consumer audiences.

France holds a B.A. Hons. in Sociology and Mass Communications from York University, and a Specialized Diploma in Creative Advertising from Seneca College of Applied Arts and Technology.

Joseph Chen



"I have the best job in the world as I say to everyone who I meet and work with. I love learning about brands and addressing business issues through consumers’ eyes and voices. I also love making a difference on the business that I work on. The reason I have the best job is I never stop learning about what is happening around me and everything that I see, feel, hear, smell, taste or touch will make a difference on business."

Joseph is currently in Consumer Insights at The Hershey Company. He was previously leading all consumer insight initiatives at Unilever Canada. Joseph supported insights and strategy for all categories at Unilever Canada with exciting brands such as Becel, Hellmann’s, Knorr, Breyers, Ben & Jerry’s, Magnum, Dove, Axe, Vaseline, TREsemme, Nexxus, St. Ives…etc. Prior to Unilever, Joseph worked at Kraft Foods and he also spent time at Ipsos Reid and Millward Brown. Joseph is a regular contributor to academic as well as industry publications and conferences. He is currently the Chair of Client Side Researcher Council at MRIA working with 17 board members from various industries.