Jorge Ruiz

Excited to share a piece I recently authored on #AI-moderated interviews, where I discuss how to strategically use these interviews as a reach multiplier, without losing the depth and empathy that only human moderators can bring. At #GBKCollective, we’re continuously testing and integrating new tools, always keeping our focus on what matters most: delivering insights that drive better business outcomes. Read more via the link below 👇

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To test the predictive power of #Markov switching analytics for market share forecasting, I applied it to U.S. state-of-residence data. The model revealed that small losses can signal massive long-term share declines. For example, California is currently losing ~200,000 people per year, but the model predicts a loss of over 10 million by the time it reaches equilibrium—falling behind Texas. #Marketers take note: Markov analytics adds three critical insights that time series on sales and awareness cannot: it reveals equilibrium shares of all brands, the rate of change, and the specific brand to brand switching patterns that matter most. #datascience #marketinganalytics

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Can Nostalgia Actually Sell? (Spoiler: Not Without a Trigger) I recently had the pleasure of guest lecturing and serving as an industry affiliate for the Penn Master of Behavioral and Decision Sciences program. Our team at Ipsos partnered with a group of student consultants to tackle a challenge facing many legacy brands today: How does a nostalgic icon like Lipton win over the next generation? The results really show the power of moving past what consumers say they do, and designing for what they actually do. The "Warmth" Trap We found that while 80% of Gen Z and Millennials seek out nostalgic brands, the "warm glow" associated with nostalgia rarely translates to a purchase. For Lipton tea, the barrier wasn’t a lack of love, but instead a series of behavioral frictions: 1. Habit & Routine Lock-In: Coffee (the top competition) isn't just a drink; it’s an automatic “go-to” that excludes tea before a decision is even made. 2. Role Ambiguity: Traditional tea lacked a clear function, AKA a "job to be done," unlike boba  (a social treat) or energy drinks (late-night study). 3. The Effort Gap: A two-minute steep feels like an eternity when compared to the ease of pressing a button on a coffee maker – people choose the path of least resistance. 4. The Emotion-Behavior Gap: Emotional associations are passive. Because tea isn't linked to daily triggers, it is liked in theory, but ignored in practice. 5. Limited Standalone Value: Because tea is often viewed as a base ingredient rather than a finished product, it loses top-of-mind visibility. From Memory to Moment The team developed three actionable innovation recommendations with zero product reformulation required: ☕Three Minute Tea Mixing: Reframing tea bags as the base ingredient for homemade café-style drinks. ☕Clean Focus Positioning: Frame tea as a complement to coffee rather than a replacement. Coffee provides an energizing boost, and tea provides “calm focus” without the crash, thanks to L-theanine: there’s room for both beverages in your routine. ☕Vessel-Compatible Hydration: Engineering formats specifically for the 40oz Stanley/Owala tumblers Gen Z already carries. The Bottom Line for CPG Heritage helps a brand be remembered, but present-day relevance is what gets it off the shelf. If you want to drive growth for a legacy brand, stop marketing to the memory and start marketing to the moment. Innovation isn't always about starting from scratch; it’s about evolving with your design target. Frequently, the most effective growth comes from applying a fresh strategy to a proven product, realigning what you already do best with the shifting sentiments of today’s consumer. Huge thanks to the MBDS team: Reethika Ravi, Rebecca Yang, Joy Jingyao Wen, Lydia Shen, and Cindy Cheng for their incredible work! Stay tuned for our next post on how these lessons apply to the financial services sector. Shreya Medepalli , Conrad Skala, Xavi Ajamia, Marco Carrara #Ipsos #Innovation

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Too much data. Too little direction. As Gregory Ng, EVP of Data Decision Science, shares: having data and activating it are two different capabilities. To bridge the gap, brands must master infinite individualism™—the complex orchestration of who, when, and what to ensure every engagement is meaningful. Learn to treat every customer like an individual while serving millions. Explore the roadmap: https://okt.to/gCdJHX

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"In a world where expectations are harder to manage and missteps carry greater consequences, reputation is no longer something to observe from a distance. It is something leaders must actively manage." I highly recommend reading our latest POV on reputation activation, authored by Ivan Rocabado.

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Personalization isn’t about channels or platforms. It’s about giving customers what they actually want. In this episode of Here’s the Deal, I share the marketer’s checklist for data activation, from unifying your data to optimizing campaigns in real time.

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The brands that win the next few years won’t be the ones with better dashboards. They’ll be the ones who learned to act before the decision was already made. We’ve been tracking real consumer journeys and the pattern is clear. By the time most brands start measuring, AI has already shaped the shortlist. The click you’re optimizing for? That decision happened earlier. Way earlier. That’s the gap we’re focused on closing. Full webinar replay if you want to dig deeper: https://lnkd.in/e_2jTcjW Where are your teams investing right now 🤔 measuring the click, or getting upstream of it? Luth Research Roseanne Luth Sean (Mac) McKenna #ConversionGap #AISearch #BehavioralData #LuthResearch #MarketResearch #GEO #MRX #MRXinsights

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The Shift from Interest & Behavior Signals to Purchase & Retail Signals The game is changing. Google’s recent moves partnering with Criteo and leaning into retail media + payments signal a crucial pivot from signals of intent (searches, clicks) toward signals of action (purchase, transaction, fulfillment). Here’s what it means in the world of data & identity . Interest / behavior signals (browsing history, clicks, pages viewed) are becoming less reliable. Privacy changes, cookie deprecation, regulatory limits= less visibility. Purchase & retail signals (actual transactions, cart checkouts, POS data) are rising in value. They’re harder to fake, more directly tied to revenue, and increasingly available via first-party data & retail media channels. Google’s moves with Criteo + GPay show they want to own the full commerce loop: discovery → ad → purchase → payment. Brands that lean into purchase & retail signals will have the edge: better targeting, more accurate ROI, tighter measurement. #RetailMedia #CommerceSignals #PurchaseData #AdTech #MarTech #DigitalAdvertising #FirstPartyData #RetailSignals #DataDrivenMarketing #FutureOfAdvertising #Programmatic #MediaInnovation #CommerceMedia https://lnkd.in/g8pwX8x7

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#InTheAislesWithGina edition 31: Greetings, gentle readers! I do my utmost to highlight fantastic content by Kantar's amazing retail experts without turning this series into full-on sales pitch. But today, I'm making an exception—and for good reason. I'm beyond proud to be spearheading a brand-new research initiative into something I’ve talked about repeatedly this year: AI-enabled commerce. This isn’t just a buzzword. AI is reshaping how shoppers discover, decide, and buy—and understanding this shift is critical for category managers, retailers, and suppliers alike. That’s why we’re launching a four-wave study designed to help our clients: - Quantify the size and trajectory of the opportunity - Decode shopper attitudes—why they embrace or reject AI tools - Spot growth spaces by category and retailer - And much more! If you’re struggling to make sense of this space, this study is your roadmap. Curious about what AI means for your category? Let’s talk—or click below for details: --> https://lnkd.in/gi6W-XFA <-- #retail #artificialintelligence #aicommerce #aishopping #agenticai #categorymanagement

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In this episode of Kantar’s Future Proof Podcast, host Nicole Sitar Jones, Chief Media Commercial Officer at Kantar, sits down with Matt Trandall, Head of West at Lyft Media, to explore the fast-evolving world of mobility media. From pioneering streaming audio to redefining rideshare advertising, Matt shares his journey and Lyft’s transformation into a dynamic, data-driven media platform. Listen for a glimpse into what’s next for Lyft Media—from AI and smart cities to the future of autonomous advertising. Listen here online: https://lnkd.in/guucYYEb Listen here on Spotify: https://lnkd.in/g-bQRxEW

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Just launched! Introducing BrandDigital AI signals. A new Kantar solution helping marketing leaders understand how AI recommendations drive brand choice today and brand growth over time, beyond visibility. BrandDigital AI signals helps you: ✔️Measure how AI assistants actually represent your brand ✔️Identify the signals strengthening or weakening that presence ✔️Connect AI performance to brand growth It’s not about gaming AI. It’s about making sure your brand is chosen. That’s signal intelligence for the AI era. 🔗Request a demo: https://lnkd.in/emVg-CU3 ▶️Watch the expert roundtable video exploring how AI is influencing brand choice and what CMOs should do next: https://lnkd.in/ep482Nb4

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Data quality isn’t negotiable at Ipsos. AI can accelerate insights - but unmanaged, it can threaten research integrity. We use AI responsibly to protect clients’ studies from AI-driven risks and keep results trustworthy. Outcome: clean, reliable data, delivered fast. Check out the carrousel to see how we are safeguarding data quality as AI evolves. 👇 #MarketResearch #DataQuality

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Sometimes the most valuable work isn't uncovering a new insight. It’s helping teams recognize the patterns and connections within the insights they already have.

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I did not ask Kara Smith Brown to say this, but I'm so glad she liked the data I put together for this report. If you are interested, check out the press release KB linked or check out the full report: https://lnkd.in/eShnM7HR

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Hey digital marketers! Have you ever been able to confidently measure the incremental impact of your ABM initiatives? Here is how to do this in my latest SEL contribution! #DigitalMarketing #LinkedInABM #SearchEngineLand

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AI agents are increasingly guiding what people buy, but who is guiding the AI? In The Media Leader, Esme Robinson explores how this next wave of commerce is taking shape and why the data behind each agent will determine who wins. https://ow.ly/PH9730sQSAU #RetailMedia #AIinMarketing

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It’s always a delight to hear from Chris Chapman! He delivered an insightful and thorough session on using LLMs to augment survey data. The short answer? Don’t do it. While the tech is tempting, the reasons to avoid using LLMs for data augmentation are numerous and well-reasoned. But an LLM was used to edit this post! #MarketResearch #LLM #SurveyData #DataScience #Insights https://lnkd.in/gZCQF_tD

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If you're attending #AAPOR this year, stop by the Ipsos booth to learn about the great things going on with our KnowledgePanel, but also check out the exciting presentations my colleagues will deliver. I'm especially pleased that Katie Furrow will be able to share the latest research in our series on trust in public health authorities, exploring how the effect of not only different messengers but also different communications approaches can vary across different political affiliations.

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