An Efficient Alternative to Concept Optimization

We are all familiar with the empirical tools used to evaluate concepts, optimize the words and phrases, and forecast sales. But these fail to examine it from a real life perspective: what do consumers want from the concept or, more specifically, what is the best combination of elements to include in a concept? Read this paper for exciting details about an alternative optimization solution that doesn’t favor close-in ideas and actually rewards uniqueness.

Ipsos Launches InnoConstruct to Help Clients Build Better Concepts

InnoConstruct is a new tool for identifying the best combination of concept elements, including headline, insights, benefits, reasons to believe, brand, price, and package.