Ipsos Bows Product Testing Solution InnoCPT

Ipsos has announced the launch of InnoCPT, a consumer-centric concept-product testing solution available immediately in the US and UK through its Ipsos.Digital platform.

The firm says InnoCPT delivers results 'three times faster' than traditional research methods, helping marketing, insight and R&D professionals rapidly measure their concept-product fit. The tool predicts consumer trial and repeat purchases, using a flexible, modular system including sales forecasts, source of volume, and incrementality.

InnoCPT uses behavioural science principles, including prospect theory and loss aversion, to capture authentic consumer behaviour, and sets this in 'Real context', evaluating against competitors identified by customers, and predicting likelihood to switch. Concepts are tested in Ipsos' relational database of more than 200,000 innovations, which factors evolving competition, overlapping categories, and individual consumer experiences.

'The launch of InnoCPT on Ipsos.Digital is a key milestone towards our mission to accelerate the innovation journey with agile testing solutions,' states Virginia Weil (pictured), Ipsos Global Service Line Leader, Innovation. 'Combined with our suite of AI-enabled innovation and product testing services, InnoCPT helps businesses develop and launch innovations with unparalleled speed and substance.'

Web site: www.ipsos.com .