Innovate in the Real World: Research for Better Ideas and Concepts

Sometimes it's hard to understand the true potential of an idea. Most idea screening systems are too black and white. They evaluate large numbers of ideas by avoiding diagnostics, instead forcing marketers to make a decision without defining the true potential of each idea.

Define the True Potential of Your Ideas

Your idea screening system needs to appreciate, not penalize, the idea that is...

• Ahead of its time.
• Perfect for a specific group but not necessarily for the mass market.
• Starting to resonate with consumers, but needs to be written more clearly.

To identify your strongest ideas, you need an evaluative tool that allows you to compare all ideas easily. You should be able to identify the ideas that meet consumers' needs better than current products, even if those needs are specific to a niche target. You should also be able to understand why some of your ideas are not performing as well as others and whether they merit further exploration.

The Ipsos Difference

At Ipsos, our evaluative approach is built upon diagnostic measures that are proven to help uncover hidden potential. For ease of comparison, our system also uses a composite score summarizing the performance of all your ideas.

Relevance is a metric adept at identifying breakthrough ideas that truly meet consumers' needs, even when those ideas are ahead of their time.

Targeted samples are easy to analyze within our idea screening, because we know general population is not always the right target. Our unparalleled language evaluation solution ensures that ideas are not discarded simply because they are not properly articulated.

No matter how far along you are with your ideas, Ipsos' idea screening will help you confidently identify the best ideas to strengthen your innovation pipeline.

Create More Evocative and Successful Concepts

An Ipsos client was recently experiencing lackluster concept scores and challenged us to help them discover why, despite product ideas that had been thoroughly vetted, their previous efforts had not translated into successful concept results.

Like many companies, this one employed a "highlighter" tool within its concept testing system, allowing respondents to indicate those words within the concept that were most versus least impactful. The belief was that this approach alone would provide adequate analysis of their concept writing. Yet these qualitative tools lack the ability by themselves to provide accurate feedback as to which language elements are the underlying key drivers of concept success.

We turned our attention to the quality of the client's concept writing and, using our in-depth approach to language analysis, helped them improve the quality of their concept writing by almost 50% and increased their concept success rates by 20%.

How were we able to make such an impressive improvement for our client?

What We Did

Ipsos is the only research company that can provide you with a truly quantitative understanding of the quality of your concept writing.

We can do this because we built a unique database consisting of over 1,000 concepts across hundreds of FMCG brands yielding over 150,000 individual words for analysis. We then went a step further and classified the appropriate words as being a part of the concept's insight statement, benefit, or reason to believe.

This allows us to identify concept elements that most strongly resonate with consumers, not just in a relative sense but in an absolute one, thereby providing our clients confidence in interpretation and guidance for concept optimization and copy development.

Let Ipsos help you measure - and improve - the quality of your concept writing, allowing you to create more evocative and successful concepts.