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.
Read this paper for exciting details about an alternative optimization solution that doesn’t favor close-in ideas and actually rewards uniqueness.
Looking across our Concept Evaluator database of over 1,000 US CPG concepts from a wide range of categories and manufacturers, there is a huge amount of variability in concept length – the number of words used in a concept. Let’s take a look: The average concept length is 130 words, […]
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. […]