Ipsos Launches InnoConstruct Concept Test Tool

Ipsos innovation and forecasting business InnoQuest has launched a concept development tool, InnoConstruct, which promises to optimize products, simulate and compare scenarios, and help differentiate new offerings.

InnoQuest's testing suites include 3-day validated test Insight Accelerator, post-launch tracking with social intelligence, and the Archetype Innovation Profile, which tells clients whether they have a 'Breakthrough', 'Me-Too', 'Niche', 'Premium' or other type of innovation. The division offers overnight and mobile solutions, online communities and real-time simulators.

InnoConstruct looks for the best combination of concept elements, including headline, benefits, reasons to believe, brand, price and package. Clients are promised 'robust' simulations for what-if scenarios depending on concept elements included, with a focus on avoiding what Ipsos calls the 'me-too' concept trap.

Lauren Demar (pictured), the division's Global CEO, says concept testing is being asked to work harder - 'It's not just about choosing winners or weeding out losers anymore. Clients want one test that does it all: provides a database comparison, understands the drivers behind key measures such as Relevance and Differentiation, develops the best possible concept, delivers simulations to explore alternative options, and forecasts any possible option'.

In January, former Mondelez exec Linda Lee joined the division in New York as President, Global Solutions.

Group web site: www.ipsos.com .