1、CULTURAL INTELLIGENCE How can brands and communication travel across cultures?September 2022 AUTHORSArnaud Debia Carine Baladda-Brenas Louis Rougier Sandro Kaulartz Radhecka RoyIPSOS VIEWSeffects).The result was shocking:on average only 31%of ads achieved the same performance in two countries.It loo

2、ks like flipping a coin will yield better chances and we expect very few brand builders would be happy to see their advertising effectiveness drop to such a low level by crossing the border,e.g.from Great Britain to France,when expecting it to be average.This would mean a waste of money and almost n

3、o impact at all.And when we are shifting our analysis to look at longer-term brand effects(brand performance,brand closeness),the transferability rate remains the same.What is also interesting to notice is that creative advertising transferability can reshape some geographies.If one were to ask wher

4、e a US ad would perform the best in a choice of Brazil,Great Britain or France,many would certainly vote for Great Britain assuming the shared language and some common historical roots would be enough to guarantee a safe travel.A few would perhaps assume that Brazil,being geographically close,would

5、be a good bet.Yet our meta-analysis shows otherwise:France is actually the closest to the USA when it comes to ad transferability.Part of the explanation might come from the unique and specific tonality of British advertising,which makes it an island difficult to land on,while US and French advertis

6、ing styles might be somewhat closer.While this analysis has been designed for advertising specifically,this transferability also applies when looking at brands and their innovation.And,as surprising as this is,there is a simple explanation to the challenge behind brand and communication travel:cultu

7、res.Technology,communications,transportation and cultural exchange platforms or social networks like Spotify,Netflix have truly made the world closer,smaller.You are never more than 20 hours away by plane from someone across the globe.You can Zoom or WhatsApp anyone instantly,whether they live in yo

8、ur neighbourhood,or are one or two continents away.And the moment a new series of Stranger Things or The Boys is out,you can watch it in any language of your choosing and discuss it as soon as it is released with friends in Canada,Japan or Denmark,or with colleagues over a Teams meeting.Yet when it

9、comes to brands,creative ideas and communication,it is a big world after all.Ipsos Creative Excellence conducted a meta-analysis of more than 1,200 ads that had been tested in at least two countries.Each ads performance was compared to identify whether it performed identically in the two countries o

10、r not.Looking at all the ads tested,we were able to calculate the probability that an ad would transfer with the same performance,on average(through using our Creative Effect Index which combines attention and short-term brand Figure 1 Ad performance rarely transfers from one country to the nextFigu

11、re 2 How ads perform differently from region to regionSource:Ipsos Global Pretest DatabaseSource:Ipsos Global Pretest Database45-60%30-45%Below 30%Ads in Europe have a less than a 30%chance of successfully transferring to Africa or Asia.The picture just gets slightly better when looking from North A

12、merica to Asia where we are getting close to a 50%chance of seeing the same performance.SERVICESBABYBEAUTYTOBACCOPET CAREBEVERAGESHIGHER TRANSFER CATEGORIESLOWER TRANSFER CATEGORIESThis score of advertising transferability can be relatively better for categories like services or beauty,yet it never

13、goes beyond 37%.Pharmaceuticals or baby products score even lower.AD TEST SCORE IN COUNTRY ATOP HIGH MID LOW BOTAD TEST SCORE IN COUNTRY BSAME LEVEL?AD PERFORMANCE TRANSFERS IN ONLY 31%OF CASES ON AVERAGE23IPSOS VIEWS|CULTURAL INTELLIGENCE CULTURAL INTELLIGENCE|IPSOS VIEWS CULTURES:DRIVING SUCCESS F

14、OR CROSS-BORDER MARKETING Culture is a portfolio of values,beliefs,traditions,rituals,habits,symbols and codes that can manifest in many different ways,such as what you eat,what makes you laugh and what you think about gender roles.Understanding the cultures of the world is not easy,for three reason

15、s:1.Cultures are unconscious:it is“what remains when you have forgotten everything”.So,it becomes a challenge for researchers.It would be useless to ask a Japanese person“well,can you tell me about Japanese culture?”We need to work differently2.Cultures are in constant evolution:a previously minor e

16、lement can become central over time3.Cultures are local and can be very different from one country to another,but can also differ between ethnic groups within the same country.While our analysis focuses on country-to-country datasets,we could also take the same approach with different language or et

17、hnic groups,e.g.French speakers vs Flemish speakers in Belgium or urban vs rural cohorts in France.Figure 3 How different cultures perceive the worldSource:Ipsos Cultural Trek exerciseThrough these examples we can see very different contexts,mindsets,codes,and styles.Each theme creates a specific cu

18、ltural map that doesnt correlate with the geographical map.Suddenly,Italy may feel closer to China than France.How different?We sent 10 themes to our local teams in 25 different countries,and asked them to send back pictures that would typically illustrate these themes in their countries.Lets look a

19、t some results.WHAT WOULD ILLUSTRATE TOGETHERNESSWHAT WOULD ILLUSTRATE MASCULINITYWHAT WOULD ILLUSTRATE COMFORTWHAT WOULD ILLUSTRATE ESCAPEWHAT WOULD ILLUSTRATE SUCCESSWHAT WOULD ILLUSTRATE FREE THINKINGSPAINSINGAPORECANADAPOLANDSPAINSINGAPORECANADAPOLANDSPAINSINGAPORECANADAPOLANDSPAINSINGAPORECANAD

20、APOLANDSPAINSINGAPORECANADAPOLANDSPAINSINGAPORECANADAPOLAND5 CULTURAL INTELLIGENCE|IPSOS VIEWS4IPSOS VIEWS|CULTURAL INTELLIGENCE THE METHODOLOGY FOR UNDERSTANDING CULTURAL TRANSFERABILITY Ipsos studied various empirical models to identify the critical dimensions of culture that best inform us of the

21、 probability of successful cultural transferability.This helps us understand areas of similarities and differences,and their implications for optimising how we activate/deploy cross-border communication and engagement.Understanding the culture,and then integrating this with market,category and brand

22、 context,helps us build strong transferability recommendations.What are these cultural dimensions?We look at four in particular:1.The codes of communication and engagement within a culture:How do people communicate and engage with each other?Is it an explicit mode of communication with most concepts

23、 having a universal meaning(e.g.America)or is it an implicit and high-context culture where concepts can take on different meaning,based on the contexts?This dimension has direct bearing for specific situations,contexts,symbols and messages we use in communication.In terms of the spectrum,cultures c

24、an have implicit or explicit codes of communication/engagement.2.Aspiration and the source of motivation:Is it internal,individual and personal or is it external and social?This helps us understand the aspects that drive imagery,persuasion devices(e.g.celebrity endorsements vs user testimonials)and

25、what moves people within a culture.We would cluster these as those motivated by social respect or by personal achievement.3.Attitude to change:Openness to uncertainties vs risk elimination,willingness to change behaviour,motivation to adopt new behaviour,switch brands,etc.This will help to understan

26、d the specific call-to-action devices planned within communication.The spectrum here would traverse from a need for control(to manage change)vs being open to change.4.And lastly,the roles and relationships depicted within a culture:When we think about high-visibility roles such as a mother/parent,pa

27、rtner,authority or even advisor,understanding the boundaries,taboos and relevance hooks is critical.These roles and relationships can be defined in very traditional or unconventional ways.The social culture context acts as a robust activation guide in terms of how global campaigns can be transferred

28、 seamlessly to local markets,and which aspects to focus on for local optimisation.Figure 4 The four dimensions of social cultureSource:Ipsos UUIMPLICITSymbolic,contextualSOCIAL RESPECTSocial respectORDERRisk-averse,conservativeTRADITIONALSocial normsEXPLICITUniversal,unambiguousPERSONAL ACHIEVEMENTP

29、ersonal achievementOPENExperimental,self initiativeUNCONVENTIONALIndividual definitionHow do we communicate and engage in a culture?What do we aspire for in a culture?How do we respond to change?What defines our relationshipsand boundaries?7 CULTURAL INTELLIGENCE|IPSOS VIEWS6IPSOS VIEWS|CULTURAL INT

30、ELLIGENCE This can then be combined with further category,brand,and market understanding,in a modular scope,as required:Market landscape:category and competitive context Brand image and equity:history,activity,strengths,weaknesses Advertising context:topic,tonality,treatmentFigure 5 Combining cultur

31、e with market landscape,brand image and advertising context Source:Ipsos Creative Excellence,1,246 ads comparedCULTUREValues and beliefsSocial differences between what is or is not appropriate and what resonates with consumers Communication codes Aspiration Response to change RelationshipsBRANDBrand

32、 territory and imageA brands heritage,equity,penetration,life cycle stage,share of voice and what the brand stands for Brand history Brand equity Brand share Brand spendMARKETCategory dynamics and competitive environmentConsumer needs and motivations,market size and consumption,competitive terrain a

33、nd economic factors Category evolution Benefits Digitisation ChannelCONTEXTAdvertising or product visual style content and format Styles and symbols of communication(tonality,humour,sex appeal,directness)or product features used Content topic Visual style Engagement tonality Entertainment quotent9 C

34、ULTURAL INTELLIGENCE|IPSOS VIEWS8IPSOS VIEWS|CULTURAL INTELLIGENCE BEING WOMAN CULTURAL TRANSFERABILITY FOR WOMEN In parallel to our client assignment,Ipsos undertook a self-funded study to understand what it means to be a modern-day woman across diverse cultures.Being Woman emphasises the importanc

35、e of learning about the cultural nuances of gender and how we can support and engage women.Ipsos curated data from a wide range of sources,including various Ipsos assets(Global Trends Report,Global Advisor studies,country Flair reports),published research and proprietary data combined with external

36、experts on culture,gender and markets.The insights from this study were most interesting and designed to plug into the Cultural Transferability framework.Three vastly different cultures were selected to examine the topic of Being Woman:the US,France and China.The cultural roots shaping gender and fe

37、mininity proved very different in each.THE TENSION OF FREEDOM VS EQUALITY Despite the great strides made in female empowerment,there remain tensions for women in many aspects of their lives.Curation revealed that underpinning the tensions was a fundamental tussle between the need for freedom vs equa

38、lity.As a lot of the empowerment narrative is centred around equality,this also meant that we were embracing empowerment standards often defined by men.Women were making progress in terms of access to employment,education and income,but also reporting greater sense of anxiety,loss of coherence,ident

39、ity and choice.Empowerment through equality added to the pressure of being a modern-day woman as,for many,the gender struggle is about freedom,not just equality.The study then led to the discovery of a female-centric view of empowerment and how we could enable women in diverse cultures towards great

40、er progress.APPLYING THE CULTURAL DIMENSIONS TO BEING WOMAN What does feminism mean to women around the world today?Promoting diversity and inclusion is a key commitment for LOral,with a special focus on empowering women.In partnership with our client,the global leader in beauty,we leveraged a hybri

41、d research design that combined social intelligence with survey responses.With this,we were able to decode the true meaning that women across five cultures assign to the concept of feminism.While we found a basis of shared association across countries,the critical cultural nuance that is required to

42、 strike the right chord was found to be quite unique and diverse in the context of culture.When comparing our findings from Brazil and Mexico,we find surprisingly few similarities.Intersectional feminism was identified as a central theme in Brazil,while a stronger negative association to feminism wa

43、s discovered in Mexico,as it is closely associated to female activism that is not yet widely accepted in all parts of the society.Whereas in Mexico,women had stronger negative associations with the concept of feminism,due to its close ties with female activism that is not yet widely accepted in all

44、parts of the society.Women were making progress in terms of access to employment,education and income,but also reporting greater sense of anxiety,loss of coherence,identity and choice.11 CULTURAL INTELLIGENCE|IPSOS VIEWS10IPSOS VIEWS|CULTURAL INTELLIGENCE DEFINING THE KEY ISSUES THAT DRIVE GENDER RO

45、LES IN EACH CULTURE As we worked through the social,historical,cultural and consumer materials to understand gender in different cultures,we discovered the factors shaping the role of gender.Gender issues were somewhat different from,but also intersecting with,the larger social culture.This led us t

46、o the development of the unique culture of gender which would inform and guide us on the meaning and role gender takes in diverse cultures.Gender has a unique culture in different countries,shaped by what women want,the spectrum of gender identities,and the dominant legislations and regulations.From

47、 the study,we could see that the three markets we covered(US,France,China)were contrasting in terms of how the culture of gender was shaped.This meant that even when it comes to gender,women and empowerment the issues are not always the same in every culture.See the dimensions of Gender Culture belo

48、w and how the three cultures are profiled accordingly.To request a presentation on the detailed findings,please contact Being.W Figure 7 Gender culture:understanding the WHATSource:Ipsos Being Woman StudyFigure 6 Gender culture:understanding the WHATSource:Ipsos Being Woman StudyBINARYMale vs.female

49、COMPETE/WINCompete vs.menSOCIAL SYSTEM SANCTIONSeek supportTRADITIONALSocially acceptedFLUIDGender spectrumEXPRESS/EXPLOREBe womenSELF/SISTERHOODBe the supportUNCONVENTIONALMy wayHow do we define gender identity?What are womens aspirations?Who provides source of confidence?How do women define their

50、roles and boundaries?IDENTITYBinaryASPIRATIONSCompetitiveSUPPORTSocial/systemROLE DEFINITIONSTraditionalIDENTITYFluidASPIRATIONSExpressiveSUPPORTSisterhoodROLE DEFINITIONSUnconventionalWhile all countries agree on the importance of more power,equality and freedom for women,the path to gender fulfill

51、ment is different in each culture expressed across four key dimensions13 CULTURAL INTELLIGENCE|IPSOS VIEWS12IPSOS VIEWS|CULTURAL INTELLIGENCE Figure 8 Social culture:understanding the HOWSource:Ipsos Being Woman StudySource:Ipsos Being Woman StudyIMPLICITSymbolic,contextualSOCIAL RESPECTSocial respe

52、ctORDERRisk-averse,conservativeTRADITIONALSocial normsEXPLICITUniversal,unambiguousPERSONAL ACHIEVEMENTPersonal achievementOPENExperimental,self initiativeUNCONVENTIONALIndividual definitionHow do we communicate and engage in a culture?What do we aspire for in a culture?How do we respond to change?W

53、hat defines our relationshipsand boundaries?ACTIVATING THE SPECIFIC FEMININITY PROGRAMS IN EACH CULTURE This Gender Culture intersects with the larger Social Culture(shaped over time by men and women)and in turn affects various empowerment initiatives.For instance,the issue of building an inclusive

54、initiative for women may be a common theme across cultures;but this would need to be activated very differently in a highly implicit and competitive culture(like China)vs a strongly explicit and expressive culture(like the USA).For gender too,there are many cultural variations,with implications for

55、how the divergent gender themes are best activated.Here again,we see that the three cultures vary,with implications for disparate activation and deployment strategies.To be truly impactful,we need to understand and align with both cultures.Ipsos Cultural Transferability framework helps us profile an

56、d understand cultures in terms of their similarities and differences.COMMUNICATIONImplicitASPIRATIONSSocial respectATTITUDE TO CHANGEOrderROLE DEFINITIONSTraditionalCOMMUNICATIONDirectASPIRATIONSPersonal achievementSUPPORTOpenROLE DEFINITIONSUnconventionalThe activation strategies need to be differe

57、ntly nuanced and executed across the three very different culturesFigure 9 Social culture:understanding the HOW15 CULTURAL INTELLIGENCE|IPSOS VIEWS14IPSOS VIEWS|CULTURAL INTELLIGENCE Figure 10 Rimmel UK and Heineken“Cheers to all”Figure 11 Average deviation from norm on ad ratings for top vs bottom

58、GEM adsSource:https:/ studyFor people like me-4.3-4-3.8-4.1-2.5-2.1-1.6-0.72-0.79-0.074.84.63.63.52.92.31.81.071.020.64Is believableFits the way I feel about this brandStirs my emotionsMakes me think this brand isdifferent from their brandsTold me something newIs an ad people will talk aboutIs uniqu

59、eIs entertainingIs informativeBottom third GEMTop third GEM UNDERSTANDING THE ROLE OF ADVERTISING IN BEING WOMAN Advertising is a key influencer in shaping culture and it has played a significant role in womanhood,through portraying women vs men in its stories,historically stressing clichs and stere

60、otypes.However,advertising can now play a positive influence on societies,as new evidence shows a positive portrayal of women makes for effective marketing.In a 2021 research project and Ipsos Views paper,in partnership with ANA(Association of National Advertisers),SeeHer and the Female Quotient,our

61、 colleague Jill Urlage demonstrated that a positive portrayal of women(as defined by the GEM*measures,in the top third)can significantly impact brand growth KPIs:These ads are:20%more likely to score high in Brand Choice intent And 35%more likely to strongly impact Brand RelationshipA positive portr

62、ayal of women also significantly influences how people evaluate and relate to advertising,yet this is clearly uneven across categories:Many top GEM ads are seen in Grooming and Beauty ads While in Home Care and Beverages,for instance,there are many fewer top achievers when it comes to portraying wom

63、en positively.There is clearly an opportunity for these brands to move to a more positive portrayal and win in their categories.This is also certainly reflected across the globe,with different countries and cultures starting to see their advertising moving towards positive representation of women in

64、 turn,making a difference to the success of their marketing efforts.We see examples of a move towards positive representation in Rimmel UK,succesfully moving beyond beauty stereotypes with a model that speaks up and stands for sustainability too.Its also evident from Heineken in the US,whose recent

65、ad disrupts the beer category and breaks down outdated stereotypes about men and womens alcoholic beverage of choice.This ad addresses the societal bias that only men drink beer while women drink more“delicate”beverages.It offers the opportunity to change minds,perceptions and biases that are heavil

66、y ingrained in our social norms.*GEM is an open-source methodology using quantitative questions and identifies gender bias in media,developed by the Female Quotient,SeeHer and with Ipsos.1617IPSOS VIEWS|CULTURAL INTELLIGENCE CULTURAL INTELLIGENCE|IPSOS VIEWS CULTURAL INTELLIGENCE IN ACTION THE SANOF

67、I CASE We brought cultural intelligence to life with one of our OTC clients to help them overcome their recurring struggle to develop successful global campaigns for two of their brands.Their key business questions were:How can we develop a creative campaign that will resonate in more than one count

68、ry?Which information about the cultural and advertising specifics in each market should we be aware of to maximise our chances of success?If appropriate,how should we flex the campaign to better engage local audiences?Where should we prioritise when allocating our comms research budget across market

69、s,to maximise the learning plan given the cultural challenges?Ipsos developed the cultural research to brief the ad agency and guide the creative development.We also decided where the communication research should be conducted based on key market clusters.The team acknowledged the effective contribu

70、tion of this work in the success of their new campaigns.“Ipsos Communication&Cultural Insights have been enormously helpful.It has enabled us to better appreciate cultural differences,commonalities and nuances that have fueled the successful development of highly transferable brand communication acr

71、oss cultures.We can also apply more efficient creative testing and validation with higher confidence in attaining great results for in-market success”-Ian Kirumba,Global Lead Category Consumer Experience Insights,Sanofi Consumer HealthcareWhile some countries like the US or Sweden may be ahead of th

72、e curve and have shifted a lot of their advertising towards a more positive representation of women,there is an opportunity for brave advertisers to move the cultural bias and shift society perception,as the Gender Equality Index shows below.The initiative nicknamed“The Last Ever Issue”from Polish n

73、ewspaper Gazeta and BNP Paribas is amazing.As part of defending their values around gender equality,Gazeta,BNP Paribas and Mastercard decided to change the game in Poland,which was plagued a few years ago by sexism.One symbol of that was the porn magazine Twoj Weekend,which gave completely distorted

74、 views of women to readers.In response,Gazeta,BNP Paribas and Mastercard bought the magazine and printed“The Last Ever Issue”before closing it down for good.This issue featured Polish women role models from the world of politics,culture and sport.This became a key conversation topic in Poland and he

75、lped the society evolve.Gazeta,BNP Paribas and Mastercard defend gender equality in Poland https:/ 12 Twoj Weekend:The Last Ever IssueSource:https:/ a look at The Gender Equality Index developed by EIGE.It is a tool to measure the progress of gender equality in the EU.It gives more visibility to are

76、as that need improvement and ultimately supports policy makers to design more effective gender equality measures.https:/eige.europa.eu/gender-equality-index/2021/compare-countries/index/map1819IPSOS VIEWS|CULTURAL INTELLIGENCE CULTURAL INTELLIGENCE|IPSOS VIEWS CONCLUSION THE EMPATHY PASSPORT Making

77、brands and creativity travel is complex because culture takes many forms,touches many dimensions,and cannot be modelled.This applies to advertising and creativity,to brand building and to many other human activities.We can rely on data,algorithms and machines to evidence the difference between one c

78、ountry or another.In our experience,data and AI are useful tools,but they are not enough.What you need is understanding and empathy,a balance of art and science,of curation and ethnography,if you genuinely want to give brands and ads a passport to work across the world.Here are three important dimen

79、sions where cultural intelligence and human intelligence augmented by data,really matters:Doing this type of exploration prior to developing your brand and comms strategy is essential for understanding how the same message and idea should be deployed locally in a meaningful way while resonating at a

80、 global scale.Cultural intelligence can be the blueprint to inspire your brand development,its innovation agenda,and a wonderful source of inspiration for your agency to minimise risk while leveraging creativity potential,and making more relevant,empathetic,effective advertising.Some research agenci

81、es have favoured AI prediction engines to guide transferability.We strongly diverge with our colleagues there.Humanity,in all its complexity cannot be factored with machine learning alone.In her 2018 publication Human Curation in an AI World,our co-writer Radhecka Roy highlights that mixing human an

82、d artificial intelligence is our best chance of success:“We(human curation)start where machines stop by bringing in the deep human connection to data”.Data is important,but as a Google executive said“I have big data.What I need to understand is the people behind the data.”For culture and creativity

83、to travel,you should trust in augmented(combined human and machine)intelligence.For culture and creativity to travel,you should trust in augmented(combined human and machine)intelligence.01.Understanding the brand and its context how people engage with the category in different countries,what their

84、different motivations are,how the brand history and position differ.02.Understanding advertising how people relate to advertising across borders,what matters most for the brand category,functional and emotional benefits,tone,and mood territories.03.Understanding culture what values and beliefs shape

85、 each country,what aspirations,tensions and expectations people have.21 CULTURAL INTELLIGENCE|IPSOS VIEWS20IPSOS VIEWS|CULTURAL INTELLIGENCE HOW TO MAKE BRANDS AND ADS CULTURALLY RELEVANT:IPSOS HITCHHIKERS GUIDE TO CULTURAL TRAVEL Having witnessed the challenge of transferring brands and campaigns a

86、cross borders,Ipsos has developed a unique method to help brand and advertising transferability.This method answers some of the following important business questions:Agency briefing:The brand is preparing a campaign for 10 countries.How should local nuances be considered in the communication strate

87、gy?Priority markets for a test:The brand has a new campaign creative idea in development across 10 countries.Which three countries would be best to do a test to cover main patterns?Ad transferability risk:The brand has an ad that was released in Germany.How risky would it be to use it in Spain and I

88、taly?Ipsos approach to cultural intelligence is mixing human and artificial intelligence and using three different lenses of understanding:THE EXPERTS LENS Ipsos can cover 88 countries with both cultural experts and communication experts.Cultural experts come from our qualitative community.With 1,20

89、0 qualitative researchers in the world,Ipsos is the biggest qualitative community in the market.These researchers are natural cultural observers as they spend a huge part of their time interviewing people,visiting their homes and observing behaviours.Moreover,in each local team we have identifed spe

90、cial researchers with specific academic backgrounds like ethnography,sociology and semiotics,allowing them to become real cultural experts.Our communication experts come from Ipsos Creative Excellence teams:an Ipsos division dedicated to communication evaluation.The team has hundreds of researchers

91、working with hundreds of clients and every year assesses hundreds of campaigns.THE ADVERTISING RESEARCH DATA MINING LENS TO UNDERSTAND DRIVERS AND LEARNING We use quantitative data coming from our global ad assessment database and we mine it using a combination of machine and human intelligence.We s

92、tart by exploring our countries database to look at relevant cases of ads tested across different markets.We use algorithms to understand proximity and distance between countries looking at the different ads performances.We also explore“the why”quantitatively we see what variables,meta tags(for exam

93、ple ad length,brand presence),measured ad diagnostics(e.g.entertainment value,distinctiveness,informativeness)explain the difference in performance.We then ask our local and global advertising research experts to illustrate the identified differences using real ad examples and build a set of lessons

94、 for marketers and ad agencies to use in their next campaign development.THE SOCIAL CULTURAL INTELLIGENCE LENS-TO LAYER IN CONTEXTUAL DEPTH In todays hyper-connected world,consumer culture travels at tremendous speeds as people communicate with each other like never before in human history.As a resu

95、lt,culture and the meanings that people assign to the world around them is in a constant state of flux.To unpack culture,we therefore need to go where culture incubates,changes context and amplifies.With algorithms and massive consumer data at our fingertips we now have the ability to map and compar

96、e local cultures in real-time to inform and inspire creative development that is in tune with the nuances of consumer culture.But how can we transform big consumer data into cultural insights?Gathering the relevant textual and visual social data marks the starting point of the process.Semantic AI,in

97、 the form of unsupervised machine learning models,then help us in step two to model and cluster the topics,cultural concepts or trends within our social data corpus.Next,we map the cultural landscape by analysing the contextual surrounding for each of the discovered topics and how they are interconn

98、ected.This enables us to compare cultures from two or more countries by exploring similarities and differences as well as cultural shifts and trends from the historic evolution of topics.Once identified,we must now make sense of the discovered topic cluster and identify the meaning behind.At this la

99、st stage we bring in our cultural analysts and semioticians to unearth the critical subtext from consumer narratives directly.This is how our approach combines the advantages of machine and human intelligence in a seamless flow.Figure 13 The Ipsos approachSource:Ipsos Social Intelligence&Analytics2

100、AI-based cultural topic modelling3 Mapping cultural patterns&trends4 Cultural immersion to unfold narratives1 Harvesting social data(words&visuals)2223IPSOS VIEWS|CULTURAL INTELLIGENCE CULTURAL INTELLIGENCE|IPSOS VIEWSAUTHORSArnaud Debia-Global Creative Development Director,Creative Excellence,Ipsos

101、 Carine Baladda-Brenas-Global Program Lead,Creative Excellence-Brand Health Tracking,Ipsos Louis Rougier-Chief Research Officer,UU,Ipsos Sandro Kaulartz-Chief Research Officer,Social Intelligence Analytics,Ipsos Radhecka Roy-Global Service Leader,Strategic Curation,UU,IpsosThe Ipsos Views white papers are produced by the Ipsos Knowledge CIpsosCULTURAL INTELLIGENCE How can brands and communication travel across cultures?