Innovation & Brand Strategy: Ipsos Marketing
Innovation & Brand Strategy: Ipsos Marketing

Product Testing

As the world’s leading product testing advisor, Ipsos tests 7,000 products annually and has successfully launched 20,000 products.

Client context

What is the best “recipe” for formulating my prototype?
How can I improve my product formulation?
How do consumers use and react to my product in the real world?


We help you to develop new products, improve existing products and maximise a product’s life and profitability. We offer access to the world’s largest product testing database, guidance from expert statisticians and sensory researchers, and a sensory facility and university partnerships for descriptive panels and sensory analysis.

We focus on:

Integration of qual and quant

Sense*Suite integrates qualitative and quantitative research to empower product development and positioning. It includes Product*Sense to uncover sensory cues, Sensory Stations to assess product components, Rapid Prototyping to evaluate prototypes iteratively, Sensory Lab to screen prototypes with target consumers, and Censydiam*Sense to uncover emotions through the product usage journey.

Mobile Testing

We use mobile surveys to capture in-the-moment product reactions, performance over time, and images and videos of the product in use – so you know exactly how consumers use and react to your product.

Neuroscience: Implicit Reaction Time

We frequently use Implicit Reaction Time (IRT) to uncover the differences in what consumers report and what they really feel. IRT can determine the unconscious strength of associations that consumers have for your products and their benefits – so you can understand how consumers truly feel about the product and the conviction behind their ratings.

Emotions-Based Research

We link emotional and functional characteristics to guide R&D and marketing, by uncovering the emotional needs that exist within a product category.

Product Intelligence

We combine our strong heritage in product testing with our social intelligence expertise to help marketers evaluate products faster and more efficiently. Using online user ratings and reviews, our new Product Intelligence approach gathers consumer feedback on in-market products and uses a product testing lens to analyse the social data. The approach uses leading-edge text analytics to provide in-depth product performance insights based on unfiltered consumer feedback. Marketers learn which product features drive satisfaction, gain an understanding of their product’s strengths and weaknesses, and uncover how their product performs versus real-world competition.

Case studies

Launch a new product: our food client was looking to enter a new market with their jam product. The main objective was to compete with the local market leader and steal share. Product*Sense helped to identify the two key drivers for satisfaction for jam. The results steered R&D development of specific prototypes.

Mobile for product improvement: our client in the UK needed to compare their toothpaste to their competitor. We placed the toothpastes with consumers and had them do an online and a mobile survey. Mobile enabled fast feedback: ¾ of the surveys were done minutes after brushing. Mobile also identified a flavor advantage not picked up by the online survey.

Neurosciences to understand the drivers of preference: our hair care client needed to understand how the fragrance of its shampoo impacts consumer perceptions. We conducted a fragrance test with Implicit Reaction Time and discovered that there were no differences in the fragrances on the conscious level – but unconsciously Fragrance A was preferred.

Defining emotional needs: our client’s detergent fragrance needed to be reformulated. Consumers indicated the emotions relevant to them for detergents. Only one fragrance tested triggered these emotions and was therefore the winner. We linked the emotions to functional benefits to help our client shape their advertising.