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Fast Idea and Concept Screening Tool employing behavioral science principles and the most consumer-centric innovation philosophy in market, known for specifically looking at each innovation in the context of competition.
After idea or concept exposure, InnoTest pits your innovations against competition as defined by consumers, to offer a more true-to-life perspective on how consumers make choices. Learn to which extent your innovations are better at meeting consumer needs, being seen as newer and more different as well as less expensive versus competition. These consumer perceptions are captured by Relevance, Expensiveness and Differentiation, our validated RED measures. These driver measures build up the Trial Index, our key performance indicator predictive of in-market trial.
Prioritize your best innovations and understand their key strengths and weaknesses using measures that matter. Reduce risk and increase your innovation wins.
To succeed, innovations need to stand out from the crowd. But only those that change habits and behavior will sustain.
To accurately assess the right ones, Ipsos solutions focus on the following elements so you can make the right decision for the future.
Real life choice scenarios to mimic innovation adoption in real life
Behavioral Science Innovation Adoption Framework
Response Time to uncover indirect measure of conviction
Artificial intelligence powered sentiment analysis to discover underlying emotions
Rigourous and proven metrics driving trial – Relevance, Expensiveness and Differentiation - derived from validated sales forecasting model built on 30 years of innovation testing legacy
Consumer centric competitive benchmarking - The Innovation is compared to real in-market products, defined by the respondent – not old ideas that never launched
Discriminant and predictive results for better decision making
Stimulus agnostic design to work with ideas, tweetified concepts, full concepts and anything in between: one tool for all your innovation testing needs
Device agnostic surveys for higher engagement - reach consumers on their mobiles, tablets, desktop or laptops
Playful gamified consumer tasks
Fast and Agile do-it yourself operations to save you money and time, and the opportunity to be assisted by experienced innovation researchers.
By engaging consumers in a way that as closely as possible mimics the decisions real people make, we gather better information and build stronger recommendation that drive real-world innovation.
Real People + Real Behavior = Real Success
The key tasks in our questionnaire capture how consumers get aware of your innovation, which sentiments they have about it and what consumers could do tomorrow – making a choice between your innovation and their most likely alternative to choosing the innovation – the product they most often use today or what they most often do today to meet the same needs.
Watch a short video about how
Innovation Testing works
In a set of three choice tasks, consumers are asked to choose the product that better meets their needs, that is more unique and different, and that is least expensive – the innovation or the most likely competitive product. For each task, choice and response time are measured. A faster response indicates a choice with stronger conviction. Choice and response time are aggregated for each task to calculate the Ipsos RED KPIs – Relevance, Expensiveness and Differentiation.
Dilly’s All Natural Ice Cream with Calcium
50% of the day recommended dietary calcium
Promotes bone health
All natural ingredients
5 Great tasting flavors
Vanilla Almond Ice CreamWhat I use or do most often today
Sentiments are captured by asking consumers “Now, tell us what you really think about this product. We want to hear it all. What comes to mind?”. In order to obtain unbiased answers, this open-ended question avoids prompting consumers to think positive, neutral or negative. Our artificial intelligence sentiment detection algorithm classifies them as positive, negative or neutral.
Key Results shows the overall performance of each innovation regarding Relevance, Expensiveness and Differentiation measures driving the Trial Index, our key performance indicator predictive of in-market trial.
The results dashboard allows you to view the performance of each of your innovations at one glance, and by default ranks all innovations by their Trial Index. Please hover over the Key Results Dashboard below and click on some of its elements to get an idea of how the results dashboard works.
Innovation 1 is the clear winner among the 3 innovations tested. Move forward. Trial Potential is very strong. There is no need for Optimization. Innovation 1 is a Promising Innovation. Relevance is very strong, the price is just about right and Differentiation is very strong.
In addition to Trial Index, Relevance, Expensiveness and Differentiation, Key Results displays the Innovation Archetypes.
Innovation Archetypes represent the segmenting of innovations based on their Relevance, Expensiveness, Differentiation, and Believability and enable you to prioritize not only winners, that are strong on all key results, but also identify the ones that may be successful Depending on Strategy, i.e. Me-Too, Niche or Premium innovations. Innovation Archetypes help you fine-tune your decision making and guide further development and execution.
On top of the key results, InnoTest provides the following deliverables:
Message Evaluator shows the key language impacting overall appeal and areas for optimization.
Consumers are exposed to the message text and asked to click all words that they consider most relevant, least relevant, hard to believe and new and different in four subsequent exercises. The click rates are determining the font sizes.
Text-based descriptions of your innovations, which can be complemented by an image, typically a pack shot. You can test up to 30 innovations within the same project, from all fast moving consumer goods and over the counter consumer health categories. If you want to test services and durables, please reach out to an Ipsos Expert for alternative solutions.
The way you design your innovation stimuli should be guided by what you can realistically communicate when entering the market and the information you have available at your current status of innovation development.
If you are planning…
Depending on your innovations’ development status, it may not be possible or not useful to prepare all innovation elements including brand, text, prices, sizes and packshots.
You can test…
In case of testing multiple stimuli it is strongly recommended that all of them are specified the same way, i.e. all branded, all with packshots, all without prices and similar length in order to ensure fair comparison.
Make sure that your stimuli are “formally” correct, that…
To ensure fair comparison, stimuli it is strongly recommended that all of them are specified the same way, i.e. all branded, all with pack shots, all without prices.
You can select from a long list of pre-defined samples matching your innovation category. If your innovations category is not yet available in the list, you can reach out to the Ipsos Innovation Support Team in order to get your custom sample definition enabled.
One of our professionals will analyse your enquiry and get back to you asap.
You do not need to specify sample sizes, they are set to 150 evaluations per innovation. Each respondent can evaluate up to 6 innovations in case innovations are shorter than 400 characters, if they are longer, each respondent can evaluate up to 4 innovations.
Screening ideas, concepts or any stimuli in between.
InnoTest Key Results are predictive of in-market trial as our methodology is
Ipsos Innovation Philosophy ensures that your innovations are consistently evaluated through two lenses – the consumer lens on the innovation and the competitive lens looking at the competition from a consumer perspective.
One of the key strengths of our forecasting model is that it measures drivers of consumer choices, and not outcome measures like purchase intent.
Extent to which an innovation meets consumer needs
Extent to which an innovation is perceived to be higher-priced than competitors
Extent to which the innovation provides unique benefits vs. competitors
For each innovation, choice versus what consumers use or do today and response time for the same are aggregated for Relevance, Expensiveness and Differentiation.
The below shows the logic for Relevance on respondent level. While on respondent level, choice and response time are aggregated for all three measures, sentiments are used for fine-tuning Relevance only.
The “aggregated” win across respondents are converted into trial indices.
Trial Index is Ipsos’ Validated Success Measure indicating Trial Potential. Trial Index is rooted in consumer behavior and predictive of anticipated trial. It combines Relevance, Expensiveness and Differentiation (RED) with response time and sentiment to capture the potential of an innovation. Trial Index accurately identifies which innovation will generate greater trial.
Trial Index and the key performance indicators Relevance, Expensiveness and Differentiation used in InnoTest are derived from our validated Designor ® forecasting model.
The example on the side shows how estimated Trial using RED measures relates to In-Market Trial.
Using the core consumer choice task for Relevance, Expensiveness and Differentiation to better mimic real consumer behavior embeds Ipsos Innovation Testing with behavioral science principles.
Prospect Theory suggests that consumers evaluate innovations relative to their current products. Perceived LOSS switching to new products have much larger impact on perceived GAIN.
Status Quo Bias describes the finding that habit is strong. Any changes from the status quo are often viewed as LOSS. Consumers have strong tendency to not want to change.
In that sense, Ipsos Innovation Adoption Framework seeks to identify innovations that balance the benefits for switching with overcoming barriers to switching.