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Concept Designer®

Concept Designer^® is a proven approach that uses the Ipsos Marketing proprietary sales forecasting system to optimize product design and pricing strategies – for revenue, profit or market share. This unique method accurately interprets results from trade-off exercises and provides actual volume, not hypothetical shares of preference.

What Do You Get?

It's not just about the numbers – it's about interpreting the research findings correctly. Ipsos Marketing delivers a comprehensive report of findings with actionable recommendations, structured to tell you precisely what you need to do to maximize the return on your product or service investment. Ipsos Marketing Concept Designer^® provides:

• The optimal product design, pricing and marketing plan
• Product line optimization
• Positioning and communication strategy guidance
• Multiple simulations to determine the effects of various competitive scenarios
• A powerful database comparison with success benchmarks
• A profile of likely users
• The identification of key target segments
• A user-friendly simulator program that allows you to perform your own custom "what-if" scenarios for various product designs, pricing, and marketing plans

How It Works

Central to our unique approach is our ability to capture accurate survey data. To accomplish this, the product-specific buy/sell process is replicated when conducting the research. Will there be a product to touch? What feature descriptions will be available at the time of purchase?

Ipsos Marketing designs research materials and the flow to capture the unique product purchase environment. A simplified example of the overall process...

• Each respondent evaluates a "base case" configuration for the new product/service idea
• Ipsos Marketing key forecasting measures collected
• Ipsos Marketing proprietary model applied to stated (or intended) behavior to determine actual behavior
• Each respondent completes a trade-off exercise
• Trade-off data calibrated using the Ipsos Marketing proprietary model
• Detailed marketing plan, category data and competitive actions are incorporated with the adjusted survey responses to determine the optimal product/service design