Protection claims: perception vs. reality

At the end of last year Ipsos Mori released a new report entitled, ‘Perception are not reality: what the world gets wrong.' The survey of public perceptions revealed, according to Bobby Duffy, the managing director of Ipsos Mori, that ‘objective facts are less influential in shaping public opinion than appeals to emotion and personal belief.' Perceptions are important, they shape who we are. However, sometimes when misperceptions are so widespread they can become detrimental. Our recent research shows that a significant gap exists between consumer perception and reality on the amou...