Creating a new concept often means making a lot of choices. Sometimes you might have a short list of strong benefits, flavors, insights, or other concept elements and want to create an optimized concept — letting consumers tell you which combinations yield the strongest innovations.
Our client was spending in excess of $300K with Ipsos testing approximately 60 concepts across three waves per year, resulting in over 600 hours of development. Once the concepts were created, it took 4 weeks to field, analyze and deliver the results — in other words, up to 12 weeks to complete the testing. By the end of one year, this old school approach yielded 12 validated concepts.
At Ipsos, we have developed a framework to qualify the full spectrum of experience-based innovations, including apps, digital services and other experiential innovations.
Spoiler alert: We know that investing in Product Optimization at the earliest stages of development is a globally proven way of escaping the test and tweak trap – helping to start you on your journey to uncovering the next big opportunity. Simply put, it’s really smart research, allowing you to pinpoint the optimal product formulation and, even smarter, enabling you to predict whether or not that formulation will succeed in-market.
