Behavioral Science Drives New Ipsos Pack Test Tool

Ipsos Marketing has launched a mobile package testing solution which uses behavioral science thinking to capture 'System 1' decision-making in what it describes as a visually-engaging, device agnostic survey.

System 1 is a phrase used to describe the way consumers make most of their decisions: quickly, intuitively and emotionally. The firm's new approach is 100% mobile capable, and has been inspired by apps such as Tinder and Amazon. Ian Payne, SVP Ipsos Marketing Quant, says the solution presents packs in their competitive context to enable comparisons of reactions on explicit and more non-conscious responses like reaction time. Using the tool, clients can benchmark the demand for their new pack, measure how well they stand out from 'competitive clutter', and determine if their design triggers associations aligned with strategic and tactical objectives.

This new approach is part of Ipsos' suite of package testing solutions, which also includes non-conscious measurement, online eye-tracking and virtual reality. Lauren Demar, Global CEO of Ipsos Marketing Quant, adds: 'Our new package screening solution reflects the intersection of behavioral science and technology and, at the same time, embodies our proven philosophy of testing within the competitive context. We are excited to offer this solution, which meets client demand for faster, better and 'more like real life' and, at the same time, fulfills the consumer's desire for shorter, simpler, more engaging surveys. It is a win-win solution'.

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.

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