The high speed solution now identifies high potential concepts as well as guidance on how to make them stronger and more likely to succeed in market.

“Our clients need answers faster,” says Barbara Garau, head of Global Innovation Solutions at Ipsos InnoQuest, “but they’re not willing to give up quality for speed.

“For concept testing in particular, simply identifying high-potential concepts earlier is not enough – learning how to optimise them is critically important to reduce multiple rounds of research and, at the same time, increase market potential.”