At Ipsos InnoQuest, we have identified 12 Archetypes into which consumer packaged goods innovations can be classified. Our Archetype IQ System is based on consumer evaluations from 10,000+ cases in our concept database. Each Archetype has its own personality profile based on key performance indicators.
The 12 Archetypes are aimed at helping marketers gain a deeper understanding of their innovations and decide on specific courses of action. For example, an innovation identified as a Breakthrough Archetype will meet consumers’ needs in a unique way – however, the marketer will need to find ways to convince them that the product will deliver. An innovation identified as a ‘Niche/Targeted’ Archetype will require the marketer to think differently and decide if the innovation should be targeted, reworked to appeal to a broader audience, or stopped completely.
In a competitive and complex world, the Archetype IQ System helps marketers identify areas of product development that may be missed, or reveal new ideas and opportunities that help invigorate a brand.
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