Creating Winning Concepts

Concept testing is a critical step in identifying winning ideas, and the vast majority of consumer packaged goods companies are engaged in some form of concept testing. Unfortunately, something as simple and avoidable as a poorly written or designed concept can derail a winning idea.

Through exposure to thousands of concepts, maintenance and analysis of the Ipsos Online Concept Testing Database (which includes nearly 7,000 concepts), and ongoing secondary research, the Consumer Products specialty research division of Ipsos has developed a perspective on concept testing that we leverage as we work with our clients to better the staggering odds of creating a successful new product.

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