An Efficient Alternative to Concept Optimisation

In real life, who has time for two steps when you can do it in one?

An Efficient Alternative to Concept Optimisation

The author(s)

  • Lee Markowitz Ipsos Marketing, US
  • Lucy Balbuena Robles Ipsos Marketing, France
  • Luis Fernando Freixedas Abimerhy Ipsos Marketing, Brazil
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You’ve narrowed down the best insights, benefits, and reasons to believe to include in your concept. What you need to know is which combination of these elements will yield the greatest consumer appeal – without relying on methods that favour close – in ideas.

The solution: InnoConstruct

We used our InnoConstruct solution to leverage consumer perceptions. InnoConstruct is our unique approach that allows us to find the best combination of concept elements, including headlines, insights, benefits, reasons to believe, branding, price, and packaging. Working together with our clients to decide which elements they want to test, we can:

  • Determine the best combination of elements to include in their concept
  • Estimate trial potential of any concept written as a combination of the tested elements
  • Examine “what if” situations through simulations (in case the best combination is not possible or is too costly to produce)
  • Run a volume forecast on the optimised concepts—most importantly, without having to retest the concepts (which saves time and money and avoids the risk of inconsistency)

Let’s go back to the antibacterial soap example, in which we wanted to know the optimal combination(s) of insights, benefits, and fragrances that would result in the concept with the most consumer appeal.

Using a conjoint method, consumers were presented with a subset of concepts and asked to evaluate them on key performance indicators consistent with our InnoQuest philosophy: Relevance, Expensiveness, and Differentiation. We call these the RED measures. Our RED measures, which are proven success factors, are defined as follows:

  • Relevance: The extent to which an innovation meets consumer needs
  • Expensiveness: The extent to which an innovation is perceived to be higher-priced than competitors
  • Differentiation: The extent to which the innovation provides unique benefits versus competitors

Armed with this information, our clients can choose the best possible concept to move forward with, understand its strategic role in the innovation portfolio (through its Archetype profile), and predict how well it will perform in-market.

By testing in a competitive context and using our validated InnoQuest modeling, the results were forecast-ready with no retesting needed. Moreover, because we used our RED measures (and not Choice or Purchase Intent) we were confident that disruptive concepts with high potential would not be killed. Why? Because the RED measures are not biased toward familiar concepts like line extensions.

In addition to consumer appeal, trial indices, and optional forecasts, we also provide rich diagnostics and strategic direction: drivers of concept performance and Archetype profiles (i.e., Winner, Breakthrough, Niche, Premium, or other innovation type). Lastly, we also provide on-demand simulations of “what if” scenarios for any concept element combination. 

Armed with this information, our clients can choose the best possible concept to move forward with, understand its strategic role in the innovation portfolio (through its Archetype profile), and predict how well it will perform in-market.

The author(s)

  • Lee Markowitz Ipsos Marketing, US
  • Lucy Balbuena Robles Ipsos Marketing, France
  • Luis Fernando Freixedas Abimerhy Ipsos Marketing, Brazil

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