Traditional concept screening tells you if your concepts are good, bad or somewhere in between, but they don’t paint the whole picture. As a result, marketers walk away missing critical pieces of information:
- How will their decisions impact their innovation pipeline?
- Will the concepts they decide to pursue fit their brand strategy?
- Have they left behind any hidden gems – such as breakthrough innovations?
- And, most importantly, what is the best go-forward strategy for each individual concept?
Join Helen Wing from Ipsos InnoQuest to learn how you can find out the answers to these questions using Ipsos’ new Archetype IQ System, which identifies consumer packaged goods concepts as one of twelve unique personality types – thus enabling you to gain a deeper understanding of your concepts and their potential.
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