Marketing | Point of View
Concept databases can lead CPG Marketers to make the wrong decisions about which of their innovations are destined for success.
Why? Because these...
Marketing | Ipsos Ideas
In our view, Relevance, Expensiveness and Differentiation are superior concept screening measures because they are less sensitive to differences in...
Marketing | Ipsos Ideas
Marketers know first-hand how challenging it is to introduce successful new products–and the stakes involved when new products fail.
Marketing | Ipsos Ideas
It is a commonly accepted belief that a successful package is one that is highly visible to the consumer and that readily conveys the brand’s...
Marketing | Point of View
This paper offers solid evidence that Relevance, Expensiveness and Differentiation -- what we call the RED measures -- are superior measures for...
Marketing | Ipsos Ideas
Continued innovation during a recession greatly increases a company’s chances of being successful when recovery begins, setting the stage for...
Marketing | Point of View
With so many variables having the potential to impact new product success, it is difficult for Marketers to discern which factors they can and should...
Marketing | Ipsos Ideas
An Ipsos Marketing Point of View
How expensive consumers perceive your product to be – a measure we call “Expensiveness,” for lack of a better...
Marketing | Point of View
How expensive consumers perceive your product to be – a measure we call "Expensiveness" – is a proven diagnostic for evaluating price and a...