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.
View this webinar to see a demonstration of our first-in-the-industry highlighter databasing approach and examples of its diagnostic power.
Ipsos undertook a major R&D initiative to develop a new concept stimuli that better reflects reality and is more engaging for consumers.
We spend a lot of time honing our concepts, making sure that the language is just right before going into a quantitative test. But how many of us have thought about how respondents (i.e., consumers) actually consume concepts? In this article, we’ll take a look at some R&D conducted by […]
In a previous article, I wrote about the importance of concept length and provided some data-based guidelines. Concepts are really a proxy for later advertising, and the recommended 120-130 word range is reflective of a 30-second TV advertisement. Sounds good. But for various reasons, the trend has been for more […]