Ipsos in SiMa Ipsos | Curiosity October 2016 | Page 10

#IpsosIRL

Ipsos In Real Life

Don’t Let Promising Breakthrough Innovations Die
IN REAL LIFE, HOW DO YOU RESEARCH A BREAKTHROUGH INNOVATION?
There are many obstacles to launching a breakthrough innovation. The research around your breakthrough shouldn’t be one of them. You
need to take a different approach to your research – here’s how:

1

SEEK VALIDATION:

DO YOU HAVE A
BREAKTHROUGH IDEA?
Use Ipsos’ Innovation
Archetypes system (which
profiles innovations as
Breakthrough, Niche, Me-Too,
etc.) to determine whether or
not consumers perceive your
innovation as a Breakthrough.

BASIC MEASURES

GO ABOVE AND BEYOND
Ask foundational questions (Relevance,
Expensiveness, Differentiation,
Believability) + adjunct questions (seek
information, recommend, etc.)

LOOK FAR AND WIDE

FOR COMPETITIVE CONTEXT
Go beyond the category and identify
need states, new occasions, and
non-productized solutions.

2

EXPLAIN
EXPLAIN, EXPLAIN!

PACKAGING

WHITE
BREAD

PACKAGING

PACKAGING

PACKAGING

WHITE
BREAD

PACKAGING

PACKAGING

NG

BRANDI

4

ENVISION

HOW FAR AHEAD
OF THE CURVE YOU ARE
Being ahead of the curve may result in
greater sales but it will take longer to
get there and require different tactics.

5

WHITE
BREAD

PACKAGING

GNIGAKCAP

Use a stimulus that
communicates benefits,
proof of claim, and
demonstrations.

GNIGAKCAP

3

ETIHW
DAERB

PACKAGING

DON’T FORGET:

AHEAD

INFLUENCERS MATTER
Take into account the snowball
effect a small group of early
adopters can have on the larger,
subsequent population of buyers.

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