Accelerate idea and concept screening

By using Digital Twins in a way that predict the decisions real people make we build stronger recommendations that drive real-world innovation.

Key Predictions done with Digital Twins

The key predictions done using Digital Twins are the sentiments consumers will have about the innovation, and what consumers could do tomorrow – making a choice between your innovation and competing products.

CHOICE TASK

Digital Twins are predicting the choice of real consumers along a set of two choice tasks – (1) the choice of product which better meets consumer needs, and (2) the choice of product that consumers will consider more unique and different – the innovation or the most likely competitive product.

Predicted choice is aggregated along all Digital Twins to calculate the Ipsos RD KPIs – Relevance and Differentiation.

SENTIMENTS

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 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 to get an idea of how the results dashboard works.

In addition to Trial Index, Relevance and Differentiation, Key Results displays the Innovation Archetypes.

Innovation Archetypes represent the segmenting of innovations based on their Relevance, 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 or Niche innovations. Innovation Archetypes help you fine-tune your decision making and guide further development and execution.

Predictability of real trial potential

Ipsos Innovation Testing 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. Validated through forecasting model
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.

PREDICTING WHAT DRIVES CONSUMER CHOICES

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

For each innovation, choice versus competition are aggregated for Relevance and Differentiation.

The below shows the logic for Relevance. While the predictions of consumer choice are aggregated for both 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.

When using digital twins instead of real consumers to capture potential of an innovation, Expensiveness is not measured and assumed average – price being spot on.

Using Behavioral Science Principles

Using the core consumer choice task for Relevance and Differentiation to better mimic real consumer behavior embeds Ipsos Innovation Testing with behavioural 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.