Ipsos Debuts Overnight Concept Test

Ipsos innovation and forecasting business InnoQuest has introduced a new approach combining overnight concept testing with optimization - helping to identify high potential concepts and then providing guidance on how to make them more likely to succeed in-market.

The new approach fuses existing measures with a proprietary optimization approach that offers database comparisons 'unique' in the industry. The suite of solutions includes overnight idea testing, which screens and optimizes ideas in less than 24 hours; and Insight Accelerator, which helps clients to develop insights, ideas and concepts in just three days with validation along the way.

Barbara Garau, Head of Global Innovation Solutions, explains: 'For concept testing in particular, simply identifying high-potential concepts earlier is not enough - learning how to optimize them is critically important to reduce multiple rounds of research and, at the same time, increase market potential. At Ipsos, we're leveraging today's technology not only to deliver faster research, but also to deliver better research - so our clients can make fully informed decisions at the speed of business'.

Web site: www.ipsos.com .