View this recorded webinar to hear Ipsos’ U.S. Innovation Lead, Paul Crowe, Ph.D., demonstrate InnoConstruct, a new concept building tool that not only optimizes concepts, but also provides trial estimates and even forecasts in the same study.
Reasons to Believe (RTBs) serve a special function in concept writing. Their primary purpose, of course, is to give credibility to the promise of the benefit – convincing the consumer how/why your new product can deliver the goods. If very unique, RTBs can even become a distinctive element your advertising. […]