29 January 2020 21:36

MARKETING

Ipsos Launches InnoConstruct

Ipsos InnoQuest has launched InnoConstruct to help clients develop better concepts and ultimately achieve greater in-market success.

InnoConstruct is a new tool for identifying the best combination of concept elements, including headline, insights, benefits, reasons to believe, brand, price, and package. Clients not only receive direction for building a truly optimized concept, but also robust simulations for what-if scenarios related to using different concept elements. Because Ipsos’ approach is designed to avoid the “me-too” concept trap, the optimal concepts produced can be quite differentiated from the market.

According to Vidya Sen, Executive Director – Ipsos Marketing, “In today’s fast-paced world, concept testing has to evolve. It has to work harder. It’s not just about choosing winners or weeding out losers anymore. Clients want one test that does it all: provides a database comparison, understands the drivers behind key measures such as Relevance and Differentiation, develops the best possible concept, delivers simulations to explore alternative options, and forecasts any possible option. With InnoConstruct, our clients can feel confident that they have developed an optimal concept based on all the different combinations of elements tested - one with the best chance of success in the market.”

Clients who use InnoConstruct will receive all of the standard deliverables that Ipsos InnoQuest’s concept testing provides, including concept performance, trial potential, and the Archetype Innovation Profile – which tells clients whether they have a Breakthrough, Me-Too, Niche, Premium or other type of innovation. Sales forecasts are also available and do not require the optimal concept to be re-tested.

InnoConstruct is part of Ipsos InnoQuest’s suite of innovation solutions that includes Insight Accelerator (for developing insights, ideas and concepts in just three days with validation along the way), overnight idea and concept testing, concept/product fit, and post-launch tracking with social intelligence.

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