Ipsos Marketing Rolls Out Brand Evaluation Tools

In the US, Ipsos Marketing has launched two new research tools to help marketers understand a brand's growth potential and how consumers will interact with it.

PERCEPTORPlus has been designed to show consumer product companies how to optimize consumer share of choice and increase loyalty to their brands. The tool uses a predictive model that considers all aspects of a brand's composition: functional properties; brand image; emotional needs served; and personality. It also assesses the brand's value by taking into account the importance of price to predict brand choice.

BRANDStretch helps consumer product companies identify categories that represent the best opportunities for extending their brands. The tool answers questions about the brand, its place in the market, the potential opportunities for extending it into new categories, and the impact that extension would have on the brand.

Sunando Das, VP, Global Product Center, and Curt Stenger, SVP of Ipsos Marketing, Consumer Goods were both involved in the development of these new offerings. According to Das: 'Our clients are committed to their brands and need the latest and most relevant information to keep those brands flourishing. By developing these products, we continue to meet those needs and provide our clients with information that is fresh, insightful, and actionable.'

The new brand research tools are part of a suite of products designed to help clients build, maintain, and grow successful brands throughout all stages of the product life cycle.

Ipsos Marketing is the Ipsos division which provides clients with research expertise throughout their brand development process. Last month, Swedish eye tracking firm Tobii Technology signed an agreement with the division for its hardware and software to be integrated into Ipsos' Pack Evaluation packaged testing system and other Ipsos solutions.

Web site: www.ipsosmarketing.com .

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

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