The company says Duel can test marketing claims, logos and pack images, with turnarounds within 24 hours.

It uses a gamified approach which can be used on mobile, or any other device, and has the option of clickable phrase exercises to understand word impact and text analytics.

Clients receive detailed diagnostics, including recommendations about which items to pursue, rework, or eliminate as well as which items have broad or niche potential.

Dr. Paul Crowe, senior vice-president, US, Ipsos Marketing, said: “Our new testing approach is very similar to a virtual duel — with items pitted against each other on-screen in a series of contests. Instead of using traditional scales, respondents see a series of images two at a time and quickly choose the one they prefer.

“Winning items go onto the next round until a final winner is chosen. We are not only able to understand consumers’ explicit System 2 preferences, but also their intuitive System 1 reactions by capturing the indirect measure of reaction time.”