Ipsos accelerates concept-product testing on Ipsos.Digital

Ipsos announces the launch of InnoCPT, Ipsos’ concept-product testing solution, now available on Ipsos.Digital, Ipsos’ DIY platform, delivering results three times faster compared to traditional research methods.

To succeed in a dynamic consumer landscape, brands must develop concepts and products which seamlessly align to influence repeat purchases. Meanwhile, Ipsos research reveals a critical gap: 40% of innovations fall short, because products do not perform as promised¹.  

InnoCPT bridges this gap, helping marketing, insight and R&D professionals ensure their products deliver on promise.

More than any concept-product testing solution, InnoCPT predicts consumer trial and repeat purchases in innovations with flexible modules, including sales forecasts, source of volume, and incrementality, designed to support brands in their growth journeys.  

Brands leveraging InnoCPT enjoy 20% higher success rates compared to isolated concept and product tests². 

Now available on Ipsos.Digital in the United States and United Kingdom, with market expansions ongoing, brands can use InnoCPT to innovate for growth in record time.

For demos and enquiries, contact Ipsos support teams on the Ipsos.Digital platform.

Visit InnoCPT on the Ipsos.Digital Platform

Notes

1. (2025) Ipsos concept testing database with 200,000 innovations. Forty percent of concepts are not relevant enough to cause behaviour change compared to consumers' most often purchased products.
2. (2025) Ipsos concept testing database with 200,000 innovations. Concept-product tests with Ipsos’ InnoCPT achieve 20% higher success rates compared to isolated concept and product tests.