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Duel - Names Testing

Screening brand names or descriptors.

Now available in 32 markets.

From $5060

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What it is

B-sci empowered fast screening of product/brand naming options presented in text and/or image for agile decision making.

A choice-based and gamified consumer experience designed to help you understand direct preference and underlying attraction to your potential brand/product names.

What it does and why is it better than other fast screening tools:


Drives best discrimination between your naming options by forcing consumers to make choices – even when the naming choices are very close.


Captures rational and deliberate choices consumers make assessing the stimuli.


Indirect attention and excitement captured through response time to choices.


Combining direct preference and indirect passion and conviction allows better discrimination and confident decision making.


Behavioural science principles state that a context for choice is key for screening marketing elements. Using Ipsos' proprietary Duel methodology, respondents are taken away from scaled responses and are instead forced to select their preferences in a series of head-to-head contests.

Duel combines this stated preference with a proprietary response time component - uncovering indirect excitement and passion towards the stimuli.

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What is delivered


Consumer's direct, stated preference.


Consumer's excitement or indirect reaction to items.


A composite measure combining both Preference and Punch, for confident decision making.

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