Pedr Howard is a senior vice-president and, Head of early stage research for Ipsos Connect.

Elissa Moses is CEO, Ipsos global Neuro and Behavioral Science Center.

Articles by Elissa Moses and Pedr Howard

Why audiences loved Tide’s Super Bowl commercials

by in AUDIENCE | February 15, 2018

In a comfy theater in New York’s Times Square, 45 Eagles and Patriots fans sat through a tense 2018 Super Bowl. They wanted different outcomes. Each wanted their teams to be the ones holding the trophy and planning the parade. They disagreed on whether Corey Clement and Zach Ertz really scored touchdowns for the Eagles. ... continue »