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New InnoQuest System Classifies Innovations
Innovation and forecasting unit Ipsos InnoQuest has unveiled the Archetype IQ System, which classifies CPG innovations into twelve 'Archetype profiles' to help clients gauge the potential for their latest ideas.
Based on data from more than 10,000 cases in Ipsos' concept database, each Archetype describes a distinct innovation profile based on key performance indicators, and factors in the type of action required by the marketer. For example, a concept identified as a Breakthrough Archetype will meet consumers' needs in a unique way, says InnoQuest, but will require a marketer to find ways to convince people it can deliver; whereas a Niche/Targeted Archetype will need to be carefully targeted, reworked for broader appeal or dropped.
Archetype IQ is designed as a standard deliverable for clients of Ipsos' InnoScreen*Concepts solution. The division also uses a separate set of Archetypes when evaluating innovations outside the consumer packaged goods sector, based on research conducted by Ipsos Vantis.
Lee Markowitz, the division's Global Chief Research Officer, comments: 'In an increasingly complex and competitive world, deciding which concepts to move forward with can no longer come down to a simple 'go' or 'no go' action standard. The market is full of nuances, and within those are both opportunities and challenges. Knowing an innovation's Archetype can help determine the next best steps in making it a success - or indicate that it's time to move on to another opportunity.'
Web site: www.ipsos.com .
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