Concept Testing 19 results

How Do I Know If I Have a Good Idea?

Will Reformulating Your Product Be a Risk to Your Business?

When a company changes its product formulation, confirmatory product testing is conducted to assess the new product’s viability versus the current...

Caution: Understand the Potential of the Market Before You Enter

Marketing | Ipsos Ideas

An Ipsos Marketing Point of View Marketers know intuitively that the market into which they are introducing a new product has a direct impact on...

Innovation: Debunking the Myths (Part III)

Marketing | Ipsos Ideas

Over the past 20 years, Ipsos Vantis has evaluated over 12,000 new product ideas across a wide variety of sectors…specifically: durable goods,...

Innovation: Debunking the Myths (Part II)

Marketing | Ipsos Ideas

Over the past 20 years, Ipsos Vantis has evaluated over 12,000 new product ideas across a wide variety of sectors…specifically: durable goods,...

Innovation: Debunking the Myths (Part I)

Marketing | Ipsos Ideas

Over the past 20 years, Ipsos Vantis has evaluated over 12,000 new product ideas across a wide variety of sectors…specifically: durable goods,...

Taking a Fresh Look at Measuring Trial Potential for Consumer Packaged Goods Concepts

Marketing | Point of View

Increasingly there is greater demand to introduce elements of forecasting, particularly Year I maximum trial potential, during early-stage concept...

Concept Screening: Why Purchase Intent Is Losing Its Appeal

Marketing | Point of View

Purchase intent continues to be the primary decision-making tool used during concept screening for many consumer packaged goods manufacturers despite...

Making Sure the Next Big Idea is the Right Idea

Marketing | Ipsos Ideas

When launching new products and services, marketers need accurate, detailed assessments of their likely performance. Ipsos Vantis Senior Vice...

Building a Roadmap for Strategic Vision and Innovation with Market Landscape Studies

Marketing | Point of View

To truly understand categories and gain strategic advantage, companies must understand the marketplace through the eyes of their consumers. To this...

A Case for the Realistic Concept in Testing

Marketing | Ipsos Ideas

Ipsos is increasingly making use of a testing device we call “the realistic concept.” This is a concept that tells the whole story about the product,...