Ipsos' Vantis and IUU research groups have come together to introduce Crescendo, a new qual-quant product offering that allows brands to get in-depth qualitative insight AND a quantitative market assessment for their next innovation initiative, instead of typically choosing one over the other because of costs or timing. Crescendo is a fast-moving, team-driven solution for brands looking to investigate and improve new ideas, features, and concepts. It includes the best attributes of both a qualitative and a quantitative study and strings them together to work seamlessly through the innovation process and help brands get ideas to market much faster, and with rich marketing research to support their efforts. This presentation was given on March 7, 2012 as Ipsos announced this new product offering to its clients worldwide.

1. Crescendo
Ipsos’ Quali-Quant Solution for Innovation Research
@IpsosVantis
www.innovationpov.com
www.ipsos.com-na.com/products-tools/qualitative Nobody’s Unpredictable

2. Introduction
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
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3. Ongoing Pursuit of Innovative new Research Solutions
Innovation Description
Concept Link
Iterative process for developing concepts, can be executed in-person or online
Workshop (CLW)
Qualitative
Biometric Assessment Evaluates the underlying emotional and cognitive resonance of concepts
Vantis Idea Meter Qualitative application of the Ipsos-Vantis concept value metrics
Qual/quant methodology to winnow large numbers of early-stage concepts down to a
QualLab
manageable number for quantitative concept testing
Vantis*Express Powerful, fast, affordable concept testing – Quarterly, multi-client
Vantis*Concepts Powerful, fast, affordable concept testing – customizable client-tailored programs
Quantitative
Market Success Score Validated measure of new concept’s potential in the market
Classification scheme based on key measure survey scores; identifies hidden
Database Archetypes
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
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4. How Qual & Quant Works Today
Qualitative
Time Research
1. Momentum gap
Field Prep
Qual Fieldwork
Reporting/Revisions
Stakeholder Review
Onboard Quant Team
Field Prep
Quant Fieldwork
Reporting/Revisions
Stakeholder Review
Quantitative
Research
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5. How Qual & Quant Works Today
Qualitative
Time Research
Field Prep
Qual Fieldwork
2. The whole process isn’t
Reporting/Revisions fast enough. You need
Stakeholder Review quant answers much
sooner.
Onboard Quant Team
Field Prep
Quant Fieldwork
Reporting/Revisions
Stakeholder Review
Quantitative
Research
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6. How Qual & Quant Works Today
Qualitative
Time Research
Field Prep
Qual Fieldwork 3. Stakeholders are put into
a go/no go role.
Reporting/Revisions
Stakeholder Review
Onboard Quant Team
Field Prep
Quant Fieldwork
Reporting/Revisions
Stakeholder Review
Quantitative
Research
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7. Introducing: Crescendo
A fast-moving, team-driven solution for investigating and improving new
ideas, features, and concepts.
Client Experts
Qualitative Experts (IUU)
Quantitative Experts (Vantis)
Consumer
Crescendo
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8. How Does Crescendo Work?
F
D
B
G
E
Edit Gain Insight Benchmark Deliberate Follow Through
Edit copy and Powerful wrap-
Iterative focus
visuals with Overnight up session with Move forward
groups to evaluate
Ipsos specialists quant survey to IUU, Vantis, on action plan
and
before benchmark and your team to within days of
refine ideas
qualitative key measures develop an qualitative
sessions action plan
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9. Crescendo = High Speed
Qual + Quant results in the same time it usually takes to conduct qual.
F
D
B
G
E
Edit Gain Insight Benchmark Deliberate Final Report
Range: Range:
1 week
2 days to Overnight to 5 1 day 1 week
Pre-field
2 weeks days
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.
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10. Edit
Take advantage of our experience before sharing your ideas
with the consumer.
We review and edit your written ideas,
features, concepts
We take your rough ideas and write
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
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11. Gain Insight
Rough ideas are taken through an iterative qualitative research process, with all
hands on deck in the back room.
Group 3
Reasons to Believe
Group 1
Establish Credibility on the promise
Benefits
Test the core promise
Group 2
Insights
Layer in needs and aspirations
Group 4
Holistic Performance
Make sure it all fits together
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12. Benchmark
Validate the qualitative findings immediately vs. the Vantis database in an
online quantitative survey.
Key Measure Scorecard
Vantis Database Ranking
Raw
Score Bottom Below Above Top
Average
20% Avg. Avg. 20%
Seek Information (Top Two Box %)
Purchase Intent (Top Box %)
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.
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13. Benchmark
The Vantis Database has over 25,000 new products & services. Your
ideas are compared to a relevant subset.
Database Experience
Technology ……………….. 3,976
Consumer Electronics....... 3,665
Household Durables …….. 3,367
Personal Care …………… 2,588
Entertainment ……………. 1,400
Telecom …………………... 2,342
Financial ………………….. 4,091
Automotive ……………….. 744
Home improvement ……... 1,846
Health Care ………………. 1,597
Medical Devices …………. 893
Pharmaceutical ………….. 888
Shipping & Transport …… 325
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© 2011 Ipsos

14. Benchmark
The Vantis database assesses market potential and finds hidden winners.
Mass Potential Breakthrough Niche/Targeted Price/Fee Imbalance
Purchase Intent High Ave High Low
(Top Box %)
Vantis Key Measure
Purchase Intent High Low to Ave Low to Ave Low to Ave
(Top Two Box %)
Liking Ave to High High Low to Ave High
(Mean 6-Point Scale)
Price/Value Ave to High Low to Ave Low to Ave Low
(Mean 5-Point Scale)
Uniqueness Ave to High High Low to Ave Ave to High
(Mean 5-Point Scale)
Believability Ave to High Low Low to Ave Ave to High
(Top Box%)
Need Fulfillment Ave to High Low to Ave Low to Ave Ave to High
(Top Two Box %)
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© 2011 Ipsos

15. Deliberate
Finish the consumer research with a powerful session to discuss
plans. Bring your business partners into the research process.
Qualitative Experts
Client Experts
Quantitative Experts
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© 2011 Ipsos

16. Deliberate
The power of this session comes from diversity of perspective, hearing all
evidence at the same time, and working together on an action plan.
This is about doing research differently…
Working with raw research material, not waiting for polished, final reports
before disseminating and making decisions
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
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17. Follow-Through
Complete Crescendo in a matter of weeks, with strong support for
your course of action.
Fully developed concepts or ideas
An understanding of the market opportunity for those ideas
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
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18. 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
Number of Ideas/Concept Per Group 3 to 10
Ideas/Concepts Rated Per Respondent Everybody sees all
Custom – the relevant universe for
Screening criteria
your offer
Timing 2 days to 2 weeks
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19. Quantitative Methodology: Online Option
Online is the best quantitative option for speed, cost, and
reaching low incidence groups.
Method Online
Length Max of 15 min interview
Sample Size Per Idea/Concept n=150 to n=300
Number of Ideas/Concepts Per Test 1 to 10
Exposure method Sequential evaluation
Ideas/Concepts Rated Per Respondent Typically 3, max of 5
Custom – the relevant universe for
Screening criteria
your offer
Overnight for easy samples, longer for
Timing
large samples or difficult recruits
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20. Quantitative Methodology: Face-to-Face Option
Face-to-Face interviewing is the best quantitative option to
securely evaluate confidential materials.
Method Face-to-Face Interviews
Length 30 min to 1 hour interview
Sample Size Per Idea/Concept n=75 to n=150
Number of Ideas/Concept Per Test 1 to 10
Exposure method Sequential evaluation
Ideas/Concepts Rated Per Respondent 5 to 10
Custom – the relevant universe for
Screening criteria
your offer
Timing ~1 week
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21. Crescendo is right for situations when ….
You have to move fast
Your ideas are rough, and you
need to come out with concrete
concepts
You cannot compromise qual
vs. quant
You want experts working
together on your behalf
You’re comfortable involving
your business partners in the
process
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© 2011 Ipsos

22. Stephen Bohnet, SVP & GM
M. 925.325.5969
stephen.bohnet@ipsos.com
@IpsosVantis
www.innovationpov.com
Beth Harris, VP
O. 513.872.4409
beth.harris@ipsos.com
www.ipsos.com

23. Appendix:
Additional Quantitative Deliverables
Nobody’s Unpredictable

24. Market Success Score
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.
Determine if
Caution Hidden Winner Mass Potential
180
0 67 133 200
Success Rate In Market
70%
51%
17%
Poor Performer Middle Performer Top Performer
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25. Deeper Diagnosis for Commercial Possibilities
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.
Determine if
Caution Hidden Winner Mass Potential
110
0 67 133 200
Success Rate In Market
70%
51%
17%
Poor Performer Middle Performer Top Performer
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© 2011 Ipsos

26. Key Market Segments
A detailed review of demographic, media habits, and buying behaviors,
comparing the total sample with the target (those who are likely to buy).
Demographics Total Target Media Habits Total Target
Index Index
(300) (113) (300) (113)
Male 50 40 80 Hours/week (mean) 24.8 27.1 109
Gender (%)
Female
18-24
50
15
60
30
119
205
Movies
Comedy series
4.4
3.1
4.8
3.3
108
107
This example illustrates
Age (%)
25-34
35-44
29
19
33
20
114
108
Drama series
Kids programming
3.1
1.5
3.7
3.0
120
193 the type of information
45-54 25 10 41 Sports 2.9 3.5 121
55+ 13 7 51 TV (Hrs/Wk) Reality TV 1.2 1.5 133 that can be included in
Mean Age 39 34 86 Soap operas 0.5 0.2 38
Caucasian 60 63 105 News 3.4 2.1 62 the questionnaire and
Hispanic 23 17 74 Weather 0.6 0.8 131
Ethnicity (%) African-American 9 10 108 Talk shows 0.4 0.4 91 report template.
Asian 7 10 152 Morning shows 1.1 0.8 76
Other 1 0 0 Game shows 0.6 0.9 166
Marital
Status (%)
Married
Single/Wid/Div
58
42
63
37
110
87
Newspaper (%) Daily Subscription
Magazines Number of
29.8
2.6
26.7
3.2
90
123
This framework serves as
(Mean) subscriptions
Age 5 and under 19 27 139 Internet Hours/week (mean) 20.3 21.4 105 a starting point that can
Children at home Age 6 to 12 20 27 134 News/headlines 65 70 108
(%) Age 13-17 18 13 74 Entertainment News 34 57 165 be adjusted to suit your
HH Size (mean) 3 3 110 Social networking 60 77 127
Income Mean ($000) 58 55 96 Online stores 54 60 110 profiling needs. Typically,
Urban 31 33 109 Personal finance 54 67 123
Websites
Residence (%) Suburban
Rural
52
18
57
10
110
56
(% visit weekly)
Stocks and
Watch TV/videos
13
52
17
57
133
108
when we begin a concept
Type of
Single Family Home
Townhouse / Duplex
68
5
67
3
98
62
Product reviews
Read blogs
33
36
33
33
101
93
testing program, the
Home (%) Apartment 20 20 101 Stream music
Write blogs
25
11
53
17
212
158
survey template is
Info Search & Purchasing
Friends/Family 76 83 109 Music 35 57 162
updated with key profiling
Info
Talk to salesperson
Consumer reviews
28
63
30
57
108
90
PC accessories
Electronics
21
32
33
47
157
147
and segmentation
Sources (%)
Expert reviews
Company website
40
58
40
60
101
104 Online
Movies on demand
Durable goods
15
31
27
33
176
107
questions that are client
Purchasing (%)
Prefer Retail
Prefer Online
72
28
63
37
88
132
Purchasing (%
last year)
Insurance
Movie Streaming
11
35
17
40
148
114 specific.
Price 48 50 105 Investments 10 17 169
Purchasing
Quality 46 40 88 Banking services 22 40 183
Importance (rank
Brand 1 3 254 Personal computers 15 27 176
order %)
Convenience 5 7 126 Movie downloads 10 30 303
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27. Messaging Analyses
After gathering key survey measures, each respondent will again review the
concept and be asked to highlight their reasons to buy.
This Exercise
Feeds 3 Analyses:
Concept Highlighter
Message Power
Score
Top 5 Phrases
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28. Concept Highlighter Analysis
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.
Perspective
We have found that the concept highlighter does a
much better job than open ended questions at
identifying drivers and guiding messaging. Open
ends, if probed thoroughly and coded well, can be
very insightful. Unfortunately, in online surveys,
most respondents do not type in enough
information. The most useful insights from online
open ends are in the verbatim responses. We
recommend including an open ended “likes”
question so that we do not miss those insights, but
we do not recommend coding the data.
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29. Top 5 Phrases
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
Order in
Rank Phrase
Concept
You can wear the Fitbit Tracker loosely in your
1 15
pocket, clipped to your pants, shirt, bra
Walk within 15ft of the base station and your data Order in concept literally reports where each
2 will be automatically uploaded to the Fitbit 17 phrase is sequentially placed in the written
website. concept. In this example, the most important
content is all concentrated 15-19 phrases into
3 Login to the Fitbit website to see detailed data 18 the written concept. As this concept
advances, we advise the client to elevate
these characteristics, and to trim earlier
participate in collaborative fitness goals with phrases from the concept that do little to
4 19
friends, family and co-workers. generate interest.
5 You can wear it all day! 16
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30. Communications Strategy
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 Indices
Vantis Database Ranking
Bottom Below Above Top
Average
20% Avg. Avg. 20%
Message Power Score
Buzz Power Score
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.
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© 2011 Ipsos