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InnoTest – innovation evaluation from ideas to full concepts

BSci powered innovation testing with choice-based tasks in a competitive setting. Consumer centric testing with validated KPIs provide the confidence you need to understand the true potentials of your innovation.

From $3500

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What it is

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.

What it does and why is it better than other innovation testing tools

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.

Powered by behavioral science

  • 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

Accurate and Validated

  • 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

Future Ready

  • 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

Key Consumer Tasks in Questionnaire

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

Choice Task

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.

Choose the product that better meets your needs

Dilly’s All Natural Ice Cream with Calcium

$5.99 gallon

  • 50% of the day recommended dietary calcium

  • Promotes bone health

  • All natural ingredients

  • 5 Great tasting flavors

Vanilla Almond Ice Cream

What 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

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.

  • Best

  • Worst

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.

If you want to learn more about the results, please Login or Register.

Optimization and Targeting Analysis

On top of the key results, InnoTest provides the following deliverables:

Message Evaluator
Innovation Acceptors Profile

What is needed from you to start the process

Innovation stimuli

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.

Click here to view all project input

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Screening ideas, concepts or any stimuli in between.

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