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Ipsos Offers Telecoms Concept Building Tool
Ipsos Insight in the US has launched a new quantitative research tool for the telecoms market. The tool, Ipsos ConStruct, is designed to bridge the gap between qualitative research and the concept testing stage to ensure that the right concepts are tested.
The tool was launched at this week's Cable & Telecommunications Association for Marketing (CTAM) Annual Research Conference. It works by asking target customers to identify the features they are most likely to buy or use, thus building up a feature set for the 'perfect' concept, which can then be tested in the marketplace.
Julie Busch, VP of Ipsos Insight, states that 'representatives from leading companies in the industry expressed genuine interest in the usefulness of this type of product development tool'. She adds that this week's presentation allowed clients to 'experience first hand just how their target group is able to construct a product based on their needs and values'.
More details are online at www.ipsosinsight.com/industryfocus/techandcomm/construct.aspx
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