ipsos crescendo- a new qual-quant tool- march 2012

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

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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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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

© 2011 Ipsos4

Quantitative Research

Onboard Quant Team ��

Field Prep ��

Quant Fieldwork ��





Field Prep ��




Time

2. The whole process isn’t fast enough. You need quant answers much sooner.

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Field Prep ��




sooner.



Field Prep ��




Time

3. Stakeholders are put into a go/no go role.

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Field Prep ��




�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

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Key M

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�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…

© 2011 Ipsos16

� 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


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


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

[email protected]

@IpsosVantis

www.innovationpov.com

Beth Harris, VP

O. 513.872.4409

[email protected]

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

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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

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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

ipsos crescendo- a new qual-quant tool- march 2012

Business

market success

high high

quantitative

quantitative

high low

vantis database

ave low

qual amp