Ipsos Launches 'Big Ideas' Service

In New York, ad pre-testing specialist Ipsos ASI has launched a solution aimed at helping marketers, brand managers and advertisers identify and develop the 'one big idea' which defines their brand in the mind of consumers.

Ipsos ASI defines a big idea as a 'truth' about consumers and their relationships with a brand that inspires engagement and propels a brand forward. The firm says that this needs to be the backbone of all related brand communications.

The new Big Ideas solution uses qual and quant techniques to pinpoint this idea, bringing together all relevant stakeholders in a research 'hothouse' to draw up a shortlist of ideas.

The solution - which is designed to be evaluative as well as diagnostic - is used before any substantial investments are made in the development and production side of an ad campaign.

'A great idea with a strong central message can deliver results and consumers for years to come,' explains Lana Busignani, President at Ipsos ASI, responsible for worldwide products and innovation.

'Marketers know that big ideas help win big market share and now they have a research solution that can help them set the biggest and best ideas apart from those that simply won't perform,' she adds.

Web site: www.ipsos-na.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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