Ipsos’ Quali-Quant Solution for Innovation Research
Crescendo
Nobody’s Unpredictable
@IpsosVantiswww.innovationpov.comwww.ipsos.com-na.com/products-tools/qualitative
�Ipsos is 3rd largest research company in the world
�Ipsos Understanding Unlimited is a division that specializes in qualitative research� Conducts all forms of qualitative
�Ipsos Vantis is a division specializing in innovation research� Concept testing, optimization, forecasting � 25+ year history / 25,000 concepts databased
Introduction
© 2011 Ipsos2
Ongoing Pursuit of Innovative new Research Solutions
Innovation Description
Qu
ali
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Concept Link Workshop (CLW)
Iterative process for developing concepts, can be executed in-person or online
Biometric Assessment Evaluates the underlying emotional and cognitive resonance of concepts
Vantis Idea Meter Qualitative application of the Ipsos-Vantis concept value metrics
QualLabQual/quant methodology to winnow large numbers of early-stage concepts down to a manageable number for quantitative concept testing
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Qu
an
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tive
Vantis*Express Powerful, fast, affordable concept testing – Quarterly, multi-client
Vantis*Concepts Powerful, fast, affordable concept testing – customizable client-tailored programs
Market Success Score Validated measure of new concept’s potential in the market
Database Archetypes Classification scheme based on key measure survey scores; identifies hidden winners that are often missed in survey research
Message Power Score Scores each concept based on ability to execute the message/ positioning in market.
Top 5 Phrases Concept highlighter exercise that finds the key demand-driving phrases
Buzz Power Score Evaluates word-of-mouth (Buzz) potential
How Qual & Quant Works Today
Qualitative Research
Field Prep ����
Qual Fieldwork ����
Reporting/Revisions ����
Stakeholder Review ����
Time1. Momentum gap
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Quantitative Research
Onboard Quant Team ����
Field Prep ����
Quant Fieldwork ����
Reporting/Revisions ����
Stakeholder Review ����
How Qual & Quant Works Today
Qualitative Research
Field Prep ����
Qual Fieldwork ����
Reporting/Revisions ����
Stakeholder Review ����
Time
2. The whole process isn’t fast enough. You need quant answers much sooner.
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Quantitative Research
Onboard Quant Team ����
Field Prep ����
Quant Fieldwork ����
Reporting/Revisions ����
Stakeholder Review ����
sooner.
How Qual & Quant Works Today
Qualitative Research
Field Prep ����
Qual Fieldwork ����
Reporting/Revisions ����
Stakeholder Review ����
Time
3. Stakeholders are put into a go/no go role.
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Quantitative Research
Onboard Quant Team ����
Field Prep ����
Quant Fieldwork ����
Reporting/Revisions ����
Stakeholder Review ����
�A fast-moving, team-driven solution for investigating and improving new ideas, features, and concepts.
Introducing: Crescendo
Quantitative Experts (Vantis)
Client Experts
Qualitative Experts (IUU)
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� Crescendo
Quantitative Experts (Vantis)
Consumer
F
How Does Crescendo Work?
EG
BD
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Edit copy and visuals with
Ipsos specialists before
qualitative sessions
Iterative focus groups to evaluate
and refine ideas
Overnightquant survey to
benchmark key measures
Powerful wrap-up session with
IUU, Vantis, and your team to
develop an action plan
Move forward on action plan within days of
qualitative
Edit Gain Insight Benchmark Deliberate Follow Through
Crescendo = High Speed
�Qual + Quant results in the same time it usually takes to conduct qual.
F
EG
BD
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Edit Gain Insight Benchmark Deliberate Final Report
1 week Pre-field
Range: 2 days to 2 weeks
Range: Overnight to 5
days1 day 1 week
Actual time of a project will vary from about 2 to 4 weeks, depending on the number of ideas or concepts, the number of markets for qualitative, and the incidence of the sample.
� We review and edit your written ideas, features, concepts
� We take your rough ideas and write original concepts
Edit
�Take advantage of our experience before sharing your ideas with the consumer.
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original concepts
� We offer expert graphics support
� We have professional copywriters on our team
The greatest way to improve your innovation research is to put the best effort into writing and presenting your ideas to the consumer
Gain Insight
Group 1 Benefits
Test the core promise
Rough ideas are taken through an iterative qualitative research process, with all hands on deck in the back room.
Group 3 Reasons to Believe
Establish Credibility on the promise
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Test the core promise
Group 2 Insights
Layer in needs and aspirations
Group 4 Holistic Performance
Make sure it all fits together
� Validate the qualitative findings immediately vs. the Vantis database in an online quantitative survey.
Benchmark
Seek Information (Top Two Box %)
Purchase Intent (Top Box %)
Key Measure Scorecard
Vantis Database Ranking
RawScore����
Bottom20%
BelowAvg.
AboveAvg.
Top20%
Average
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Purchase Intent (Top Two Box %)
Liking (Mean 6-Point Scale)
Price/Value (Mean 5-Point Scale)
Uniqueness (Mean 5-Point Scale)
Believability (Top Box%)
Need Fulfillment (Top Two Box %)
Overnight surveys are conducted on the final day of qualitative research.
�The Vantis Database has over 25,000 new products & services. Your ideas are compared to a relevant subset.
Benchmark
Database Experience
Technology ……………….. 3,976Consumer Electronics....... 3,665Household Durables …….. 3,367Personal Care …………… 2,588
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Personal Care …………… 2,588Entertainment ……………. 1,400Telecom …………………... 2,342Financial ………………….. 4,091Automotive ……………….. 744Home improvement ……... 1,846Health Care………………. 1,597Medical Devices …………. 893Pharmaceutical ………….. 888Shipping & Transport …… 325
Benchmark
Mass Potential Breakthrough Niche/Targeted Price/Fee Imbalance
Purchase Intent(Top Box %)
High Ave High Low
�The Vantis database assesses market potential and finds hidden winners.
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(Top Box %)
Purchase Intent(Top Two Box %)
High Low to Ave Low to Ave Low to Ave
Liking(Mean 6-Point Scale)
Ave to High High Low to Ave High
Price/Value(Mean 5-Point Scale)
Ave to High Low to Ave Low to Ave Low
Uniqueness(Mean 5-Point Scale)
Ave to High High Low to Ave Ave to High
Believability(Top Box%)
Ave to High Low Low to Ave Ave to High
Need Fulfillment(Top Two Box %)
Ave to High Low to Ave Low to Ave Ave to High
Van
tis
Key M
easu
re
�Finish the consumer research with a powerful session to discuss plans. Bring your business partners into the research process.
Deliberate
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Quantitative Experts
Client Experts
Qualitative Experts
�The power of this session comes from diversity of perspective, hearing all evidence at the same time, and working together on an action plan.
Deliberate
� Working with raw research material, not waiting for polished, final reports before disseminating and making decisions
This is about doing research differently…
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� Eliminating process that isn’t required, getting to better results faster
� Involving key decision makers at a time when they can contribute
� Bringing business partners and senior people close to the consumer and the action
� Innovation in its truest sense……sharing, iterating, improving, debating, making decisions, having fun, and moving forward
�Complete Crescendo in a matter of weeks, with strong support for your course of action.
Follow-Through
Fully developed concepts or ideas
An understanding of the market opportunity for those ideas
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A profile of your prospects
Clear guidance to motivate the target
Preliminary buy-in from the your business partners
Business implications and a plan of action
Focus Groups Methodology
Method In Person Iteration
Length 2 hours ea.
Number of Groups Varies, typically 4 to 6
Sample Size Per Group 6 to 8
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Number of Ideas/Concept Per Group 3 to 10
Ideas/Concepts Rated Per Respondent Everybody sees all
Screening criteriaCustom – the relevant universe for
your offer
Timing 2 days to 2 weeks
Quantitative Methodology: Online Option
Method Online
Length Max of 15 min interview
Sample Size Per Idea/Concept n=150 to n=300
�Online is the best quantitative option for speed, cost, and reaching low incidence groups.
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Number of Ideas/Concepts Per Test 1 to 10
Exposure method Sequential evaluation
Ideas/Concepts Rated Per Respondent Typically 3, max of 5
Screening criteriaCustom – the relevant universe for
your offer
TimingOvernight for easy samples, longer for
large samples or difficult recruits
Quantitative Methodology: Face-to-Face Option
Method Face-to-Face Interviews
Length 30 min to 1 hour interview
Sample Size Per Idea/Concept n=75 to n=150
�Face-to-Face interviewing is the best quantitative option to securely evaluate confidential materials.
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Number of Ideas/Concept Per Test 1 to 10
Exposure method Sequential evaluation
Ideas/Concepts Rated Per Respondent 5 to 10
Screening criteriaCustom – the relevant universe for
your offer
Timing ~1 week
�You have to move fast
�Your ideas are rough, and you need to come out with concrete concepts
�You cannot compromise qualvs. quant
Crescendo is right for situations when ….
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vs. quant
�You want experts working together on your behalf
�You’re comfortable involving your business partners in the process
Stephen Bohnet, SVP & GM
M. 925.325.5969
@IpsosVantis
www.innovationpov.com
Beth Harris, VP
O. 513.872.4409
www.ipsos.com
Appendix:Additional Quantitative Deliverables
Nobody’s Unpredictable
�The Market Success Score is an aggregated demand measure with a high correlation to the success rate in market:
1. Top Performers are Highly likely to be successful in the market. 2. Bottom performers are unlikely to be successful in market.
Market Success Score
180
0 67 133 200
Mass PotentialDetermine if
Hidden WinnerCaution
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17%
51%
70%
Poor Performer Middle Performer Top Performer
Su
cc
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s R
ate
In
Ma
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t
110
0 67 133 200
Mass PotentialDetermine if
Hidden WinnerCaution
�Middle performers have a 50/50 chance of market success. You cannot simply say “yes” or “no” without studying the facts more carefully. Some surprisingly big ideas can be disguised as middle performers in research. Our job is to determine if your in the good “50%,” or not.
Deeper Diagnosis for Commercial Possibilities
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17%
51%
70%
Poor Performer Middle Performer Top Performer
Su
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s R
ate
In
Ma
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A detailed review of demographic, media habits, and buying behaviors, comparing the total sample with the target (those who are likely to buy).
Key Market Segments
� This example illustrates the type of information that can be included in the questionnaire and report template.
� This framework serves as
Demographics Media Habits
Male 50 40 80 Hours/week (mean) 24.8 27.1 109Female 50 60 119 Movies 4.4 4.8 10818-24 15 30 205 Comedy series 3.1 3.3 10725-34 29 33 114 Drama series 3.1 3.7 12035-44 19 20 108 Kids programming 1.5 3.0 19345-54 25 10 41 Sports 2.9 3.5 12155+ 13 7 51 Reality TV 1.2 1.5 133Mean Age 39 34 86 Soap operas 0.5 0.2 38Caucasian 60 63 105 News 3.4 2.1 62Hispanic 23 17 74 Weather 0.6 0.8 131African-American 9 10 108 Talk shows 0.4 0.4 91Asian 7 10 152 Morning shows 1.1 0.8 76Other 1 0 0 Game shows 0.6 0.9 166Married 58 63 110 Newspaper (%) Daily Subscription 29.8 26.7 90Single/Wid/Div 42 37 87
Gender (%)
TV (Hrs/Wk)
Age (%)
Ethnicity (%)
Marital
Status (%)Magazines Number of
2.6 3.2 123
Total
(300)
Target
(113)Index
Total
(300)
Target
(113)Index
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� This framework serves as a starting point that can be adjusted to suit your profiling needs. Typically, when we begin a concept testing program, the survey template is updated with key profiling and segmentation questions that are client specific.
Single/Wid/Div 42 37 87
Age 5 and under 19 27 139 Internet Hours/week (mean) 20.3 21.4 105Age 6 to 12 20 27 134 News/headlines 65 70 108Age 13-17 18 13 74 Entertainment News 34 57 165HH Size (mean) 3 3 110 Social networking 60 77 127
Income Mean ($000) 58 55 96 Online stores 54 60 110Urban 31 33 109 Personal finance 54 67 123Suburban 52 57 110 Stocks and 13 17 133Rural 18 10 56 Watch TV/videos 52 57 108Single Family Home 68 67 98 Product reviews 33 33 101Townhouse / Duplex 5 3 62 Read blogs 36 33 93Apartment 20 20 101 Stream music 25 53 212
Write blogs 11 17 158
Info Search & Purchasing
Friends/Family 76 83 109 Music 35 57 162Talk to salesperson 28 30 108 PC accessories 21 33 157Consumer reviews 63 57 90 Electronics 32 47 147Expert reviews 40 40 101 Movies on demand 15 27 176Company website 58 60 104 Durable goods 31 33 107Prefer Retail 72 63 88 Insurance 11 17 148Prefer Online 28 37 132 Movie Streaming 35 40 114Price 48 50 105 Investments 10 17 169Quality 46 40 88 Banking services 22 40 183Brand 1 3 254 Personal computers 15 27 176Convenience 5 7 126 Movie downloads 10 30 303
Status (%)Magazines
(Mean)
Number of subscriptions
2.6 3.2 123
Children at home
(%)
Websites
(% visit weekly)Residence (%)
Type of
Home (%)
Info
Sources (%)
Online
Purchasing (%
last year)Purchasing (%)
Purchasing
Importance (rank
order %)
�After gathering key survey measures, each respondent will again review the concept and be asked to highlight their reasons to buy.
Messaging Analyses
This Exercise Feeds 3 Analyses:
� Concept Highlighter
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� Concept Highlighter � Message Power
Score� Top 5 Phrases
�The concept highlighter analysis shows, phrase-by-phrase, why consumers want to buy. This analysis is useful as a guide for messaging improvements. Phrases are plotted in the order of the written concept, to illustrate whether the concept connects right off the bat, or whether the more important phrases are buried deeper within the copy.
Concept Highlighter Analysis
Perspective
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We have found that the concept highlighter does amuch better job than open ended questions atidentifying drivers and guiding messaging. Openends, if probed thoroughly and coded well, can bevery insightful. Unfortunately, in online surveys,most respondents do not type in enoughinformation. The most useful insights from onlineopen ends are in the verbatim responses. Werecommend including an open ended “likes”question so that we do not miss those insights, but
we do not recommend coding the data.
�The Top 5 Phrases analysis highlights the 5 phrases in the concept that have the greatest impact on the prospective buyer.
�Why do we care about the Top 5 phrases?� Our studies indicate that clicking on many phrases (reasons to buy) has almost no
correlation with interest, whereas “getting it” in 5 phrases or less has a high correlation.� This important finding lead to the creation of the Top 5 Phrase analysis. It also serves as our
framework for a concept review and consult with you, before the concept goes to field. Can we “get it” in a few phrases.
Top 5 Phrases
Top 5
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Top 5
Rank PhraseOrder in Concept
1You can wear the Fitbit Tracker loosely in your pocket, clipped to your pants, shirt, bra
15
2
Walk within 15ft of the base station and your data will be automatically uploaded to the Fitbitwebsite.
17
3 Login to the Fitbit website to see detailed data 18
4participate in collaborative fitness goals with friends, family and co-workers.
19
5 You can wear it all day! 16
Order in concept literally reports where eachphrase is sequentially placed in the writtenconcept. In this example, the most importantcontent is all concentrated 15-19 phrases intothe written concept. As this conceptadvances, we advise the client to elevatethese characteristics, and to trim earlierphrases from the concept that do little togenerate interest.
�Message Power ranks the overall communication relative to normative benchmarks. A strong Message Power indicates the communication works as an ‘elevator pitch’ and is well suited to mass media.
�Buzz Power ranks the potential for word-of-mouth, relative to Vantis norms.
Communications Strategy
Vantis Database Ranking
Communications Indices
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�The combination of Message Power and Buzz Power informs the communications strategy. Low scores on both of these measures would indicate that more messaging work is needed.
Message Power Score
Buzz Power Score
Bottom20%
BelowAvg.
AboveAvg.
Top20%
Average