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Duel - Varieties Testing

Screening flavours, fragrances or varieties.

Now available in 32 markets.

From $5060

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What it is

Fast screening tool employing b-sci principles for quick decision making on product varieties, flavours, or choices presented in text and/or image.

Variety testing that pits your items against each other in gamified tournaments to offer more true-to-life perspective on how consumers make choices.

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


Replicate how consumers make real decisions – choosing between different options before purchasing.


Provides a clear ranking of flavours or varieties to determine items with the best potential; identifies "Cost of Entry" vs. "Niche" items.


Captures rational and deliberate choices consumers make assessing the choices.


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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