DUEL: Understanding Appeal… and Passion

Hear product architect, Paul Crowe, Ph.D., discuss and share case studies featuring DUEL - an exciting new tool where our implicit reaction time approach adds a new dimension to your understanding of consumers.

DUEL: Understanding Appeal… and Passion

The author(s)

  • Paul Crowe, Ph.D Senior Vice President, US, Ipsos Marketing
Get in touch

Traditional approaches to early screening rely on rational, thoughtful feedback using scaled responses. Yet consumers typically form impressions and make decisions within seconds (e.g., FMOT, Blink, System 1, etc.)

To reflect this reality and help you make better decisions, Ipsos is very excited to introduce DUEL – the next generation of early screening for claims, pack images, and logos. DUEL takes consumers away from scaled responses, pitting items against each other in a series of contests that are fast, intuitive and even fun for consumers. In addition to their behavioral preference, DUEL captures consumers’ implicit reaction via a proprietary reaction time approach that reflects their passion and conviction – allowing you to understand both appeal and passion. Designed for mobile (but fully device agnostic), DUEL is the first and only implicit reaction time approach that is fast, affordable, and globally scalable.

Hear product architect, Paul Crowe, Ph.D., discuss and share case studies featuring DUEL - an exciting new tool where our implicit reaction time approach adds a new dimension to your understanding of consumers.

The author(s)

  • Paul Crowe, Ph.D Senior Vice President, US, Ipsos Marketing

Consumer & Shopper