New Ipsos Service Steers Innovation

Ipsos has launched an 'Innovation Testing' service, founded on behavioural science and promising to help users 'successfully compete in today's omnichannel world'.

The global group says hyperconnected consumers are 'bombarded with advertisements' and new product launches, making innovating 'more challenging than ever before'. The new offer, part of Ipsos' Behavioral Suite, uses an 'intuitive, playful gamified test design' which it says mimics modern consumers' rapid and intuitive decision-making process. It sets choice-based tasks, and measures response time to detect conviction or hesitation; as well as AI to detect the emotions associated with a choice.

Ipsos says the service's realistic assessments come from talking to real consumers (no matter how targeted, and without losing the ability to compare to norms); capturing behavior in the true competitive context that innovations will be up against in the market; and tapping the knowledge of its innovation experts, 'who understand the behavioral science of innovation adoption'.

SVP Global Innovation Solutions Jiongming Mu (pictured) says 'Constant evolution is the new normal... Clients need to move efficiently and swiftly to obtain a total understanding of consumer needs, wants, and desires. To succeed, innovations need to stand out from the crowd. But only those that change habits and impact behaviour will sustain. This is why Ipsos Innovation Testing was created - to help clients overcome these challenges'.

Web site: www.ipsos.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.