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Ipsos MORI Launches Shopper Test Solution
Ipsos MORI has launched a new shopper research solution, Checkout, which promises to increase the chances of success at launch by optimising manufacturers' in-store strategy in the competitive environment.
The firm's Retail & Shopper division says its 'unique approach' tests new products in an environment that is 'close to store conditions', allowing manufacturers to modify their launch mix. It also seeks to answer any concerns about how manufacturers can keep new products confidential from their competitors while testing them in a retail environment.
Ipsos MORI says most companies are confident about their new launches, yet 85% of them are discontinued within the first year; and that 70% of final purchase decisions are made in store. The new service will help clients assess how the new product look and perform on the shelves against competitors, and whether planned POS will effectively support the launch by attracting consumers, creating interest and increasing motivation to buy.
Director Susanne Goller comments: 'Our clients kept telling us that these were often issues that emerged as they moved towards product launch and that they had no easy and quick way of investigating, so we developed Checkout. We've also made sure it's cost effective - bearing in mind the current economic challenges we face.'
The firm is online at www.ipsos-mori.com .
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