PERFORM MCT
Successful new product/service development and innovation is influenced by frameworks that guide marketers along a continuum, and which are designed to impart learnings from phase to phase to maximize marketplace success.
PERFORM MCT is a framework that offers flexibility throughout the development cycle – from ‘conceptualization’ to ‘commercialization’ – through the use of several proprietary and custom Ipsos techniques. PERFORM MCT stands for Product Evaluation and Research For Optimizing Results in-Market. PERFORM MCT is a major offering provided by Ipsos to clients in the technology, telecoms, media and entertainment sectors. Depending on the scope and development stage of each client project, the PERFORM MCT continuum also includes expertise from other Ipsos specialty areas, including our qualitative division and Ipsos Vantis, the international leader in demand forecasting, modeling and ROI predictions for new business.
Whether conducted sequentially or as a stand-alone project, tools within the PERFORM MCT suite provide answers to key client challenges in the innovation realm: What new ideas can we generate? Which ideas best meet the unmet needs of the market? How can these ideas be developed into optimal products? What is the return on investment for the optimal products?
ConStruct
This survey-based approach relies on proprietary software that sorts numerous features and/or benefits and identifies those of most value to consumers. Often used after post-ideation processes, output from ConStruct prioritizes the key components needed to create actual concepts for further testing, and reduces the risk of testing concepts with little appeal or value to target consumers.
InnoScreen
This tool relies on consumer surveys and a database of information and norms to prioritize concepts in the early stages of development. In addition to standard concept metrics, diagnostics are developed to produce indices that relate performance and potential of the concepts within their respective industries. The approach is based on Ipsos Vantis’ forecasting expertise and large (more than 10,000 cases) databank.
Message ConStruct
An extension of our ConStruct tool, Message ConStruct uses the same proprietary software to identify the ideal key words, messaging and phrases that will support the positioning for concepts and products identified as ‘winners’ from earlier innovation research.
Price Evolution
This suite of tools and diagnostics provides guidance and rigor at key stages in the development process for new products and services by addressing key issues such as: acceptable pricing ranges; prices that will maximize trial or revenue; pricing elasticity; pricing simulations for potential scenarios; and feature combinations to maximize revenue and profits.