The Big Idea service allows clients to carry out early-stage research for brands and companies looking to develop their communications with customers.

It uses a mixture of qual and quant research techniques to identify which “idea” defines a brand or product in the minds of consumers.

Ipsos said that the service is deigned to be both evaluative and diagnostic and should be used before a company makes an investment in new advertising campaigns.

Elie Aoun (pictured), managing director of Ipsos UAE and chief operating officer at Ipsos MediaCT, said: “We are very excited to offer our clients a strategic communications testing platform. Feedback from some of our largest clients implies that Big Idea solutions are one of their top interests and an area of research that Ipsos can own.”