{
  "docId": "019dd923-5e87-7479-8207-b6fc1f489591",
  "docSlug": "77e175d9a4a605fa",
  "documentTitle": "ipsos the perils of perception 2024",
  "authorId": "IPSOS",
  "authorName": "Ipsos",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "industry_analyst",
  "sourceTypeLabel": "Industry analyst",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 3,
  "pageCount": 39,
  "prevPage": 2,
  "nextPage": 4,
  "slideType": "situation_overview",
  "function": "establish_context",
  "density": "dense",
  "nDataPoints": 2,
  "notes": null,
  "elementsJson": [
    "headline_text",
    "paragraph",
    "photo"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e87-7479-8207-b6fc1f489591/3",
  "deckHref": "/decks/019dd923-5e87-7479-8207-b6fc1f489591",
  "deckJsonHref": "/decks/019dd923-5e87-7479-8207-b6fc1f489591.json",
  "deckAnchorHref": "/decks/019dd923-5e87-7479-8207-b6fc1f489591#slide-3",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "For the last decade Ipsos has been exploring the gap between people's perception and reality on a range of issues.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-22fc-75bd-8fc3-6448047c099b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.85,
        "w": 0.25,
        "x": 0.75,
        "y": 0
      },
      "kind": "image",
      "text": "Close-up of an eye",
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "94645dfd-126f-4283-8726-70011742674f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.35,
        "x": 0.05,
        "y": 0.2
      },
      "kind": "paragraph",
      "text": "For the last decade Ipsos has been exploring the gap between people's perception and reality on a range of issues. Based on over 200,000 interviews across more than 40 countries, our analysis dives into these misperceptions and explores why people around the world are so often wrong. Public misperceptions prove to be persistent, spanning most countries and covering a wide range of topics including society's demographic makeup, the prevalence of obesity, the leading causes of death, the cost of raising a family, the risk of terrorism, the impact of climate change and many more.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3174e872-2a3e-4428-b954-330e6489749a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.4,
        "w": 0.3,
        "x": 0.42,
        "y": 0.2
      },
      "kind": "paragraph",
      "text": "Consumer misperceptions may also result in misaligned expectations. Brands and organisation must take into account what consumers believe about a topic - even if they are 'wrong' - in order to meet - or try to change - these resultant expectations. While misperceptions are often innocent/benign, the gap between perception and reality can have more serious consequences on the public's trust more broadly - in institutions, elites, experts, and even the reliability of elections.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "965ebc47-3f5a-46c2-803d-639a3523c728",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.5,
        "x": 0.05,
        "y": 0.1
      },
      "kind": "title",
      "text": "Introducing the Perils of Perception",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3dc6884f-c601-4b80-9468-15b469f63641",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Audience Definition",
      "slug": "audience-definition",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "c6739356-7b9e-44a4-9c17-727748a2f085",
      "evidence": "paragraph/paragraph: Brands and organisation must take into account what consumers believe about a topic",
      "confidence": 0.6
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 4,
      "from": 1,
      "beatId": "27b69cdf-4aac-4c16-a3f2-6b207520f87f",
      "arcName": "Problem-Agitate-Solution",
      "arcSlug": "problem-agitate-solution",
      "beatName": "Setup",
      "beatSlug": "setup",
      "evidence": "The document sets up the survey and its objectives.",
      "position": 0,
      "confidence": 0.8,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}