InnoTest – Innovation evaluation from ideas to full concepts

Predictability of real trial potential

InnoTest Key Results are predictive of in-market trial as our methodology is

1. Evaluating innovation choices in context of competition
2. Measuring what drives consumer choices
3. Evaluating innovation choices in context of competition
4. Using behavioral science principles
5. Fine tuning with sentiments

Evaluating innovation choices in context of competition

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.

Measuring what drives consumer choices

One of the key strengths of our forecasting model is that it measures drivers of consumer choices, and not outcome measures like purchase intent.

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.

Using Behavioral Science Principles

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.