iFactor: Using AI to spot clients’ irritating experience

Charlotte Zaepfel, Julie Hennes and Mathilde Guinaudeau

Ipsos used social listening to uncover the real frustration behind irritated customers.

Introduction

Irritation, a familiar feeling

Irritation is a sentiment already felt by any consumer, whatever the experience you have lived, whatever the product you have used, whatever the category you have interacted with. The Holy Grail for any brand is to understand this irritation in order to better address this feeling and transform the emotion into a positive experience.

From irritation to enchantment

Irritation is a sentiment of annoyance, exasperation or anger. Lack of information, a long waiting time at a desk, an impolite spokesperson - irritation can come out at any step of your consumer journey! Irritation becomes crucial...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands