Ipsos Marketing has launched Sense*Suite to help clients guide R&D initiatives and optimize sensory elements during early stage product development.
Building upon Ipsos’ vast product testing and optimization expertise, Sense*Suite seamlessly integrates qualitative techniques with quantitative assessments to provide holistic guidance to R&D. The suite uses product deprivation, role playing, 3D stimulus and other qualitative approaches, along with scaled responses, to address clients’ most critical product development challenges. New solutions within the suite include:
According to Virginia Weil, President of Global Product Testing at Ipsos, “Our clients are focusing more and more on perfecting their products at the earliest stages of development. At Ipsos, we take a holistic view of product optimization and have developed new ways to integrate qual and quant research to produce more refined results for our clients. Sense*Suite represents these holistic solutions, which help our clients to understand and deliver the sensory cues, emotional drivers, features and benefits most relevant to consumers. With Sense*Suite, our clients can develop superior products that yield better business outcomes for their brands.”
Radhecka Roy, Global Lead of NPD Business, Ipsos UU, adds her perspective: “In developing Sense*Suite, we have integrated our qualitative research philosophy of Hot & Cold research, where Hot consists of disruptive, intuitive and in-the-moment techniques and Cold reflects our strong analytical frameworks on consumer behavior. Sense*Suite is a great example of combining the raw, disruptive, emotional and technology-enabled insights of the sensorial product experience with the strong discipline and rich experience of product development frameworks.”
Sense*Suite is a modular approach to early stage product development that provides consumer-centric product understanding. Sense*Suite is the latest solution developed by Ipsos ProductQuest, the world’s leading product testing advisor. With 7,000+ products tested annually, Ipsos ProductQuest offers solutions throughout the product lifecycle that include mobile testing, emotional drivers and neuroscience applications.
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