Research in the Digital Age Demanding Better – Not Just Faster – Research in the Digital Age Barbara Garau Head of Global Solutions, Innovation & Forecasting

Our World and Our Consumers Are Changing

€ Challenging Innovation Is More Resources are thinner. Deadlines are shorter. The bar is higher.

The Need For SPEED

BUT SPEED ALONE Doesn’t Drive Success

Marketers Must Make the Right Decisions based on QUALITY RESEARCH

INSTANT RESEARCH Three Myths about Dirty Research One-Shot Projects Diagnostics One-Shot Projects

RESTAURANT’S CHALLENGE Case Study #1 RESTAURANT’S CHALLENGE Get to market faster with new menu items and improve innovation success rate.

Solution: Overnight Testing Using Validated Metrics and Optimization Robust sample size Proven success measures Idea optimization

Font size reflects Total Word Strength Key for Database Comparisons Idea Optimization BEFORE OPTIMIZATION Introducing new Sandwich Stackers. A new, healthy way for you to enjoy a meal on-the-go with the nutrients you need, and the convenience you love. AFTER OPTIMIZATION Introducing new Sandwich Stackers. A healthy way for you to enjoy a snack on-the-go with the nutrients you need, and the convenience you love. Font size reflects Total Word Strength Key for Database Comparisons High Relevance; Low Relevance Polarizing (Highly relevant for some, least relevant for others) High Uniqueness; Hard to Believe

Impact of Overnight Testing By screening ideas using validated measures, they had fewer concepts to develop and to test Reduced innovation timelines by two months By optimizing their top ideas, they tested better concepts Increased concept testing success rate by ~20% Overnight Testing was fast – but not dirty.

CONFECTIONER’S CHALLENGE Case Study #2 CONFECTIONER’S CHALLENGE Develop a more diversified innovation portfolio to drive up share price.

More Engaging Concepts More Powerful Outcomes Solution: High-Speed Concept Testing that Delivers High Quality Research Better Consumer Reach More Engaging Concepts More Powerful Outcomes

Better Consumer Reach through Device-Agnostic Surveys Connect with consumers on their terms Millennials Emerging Markets

More Engaging Concept Testing with Swipe Technology Respondents spent over 50% more time reading the swipe concept than a traditional concept.

More Engaging Concept Testing with Streamlined Surveys Old Wording/Scale Updated Wording Think about the [INSERT CONCEPT NAME-SEE APPENDIX] product you just saw. How well do you think each of the following statements applies to this product? You can use any score between 1 and 7, from 1 if does not apply at all to a score of 7 if it completely applies. SELECT ONE PER LINE Now, for the next three questions, please think about [INSERT CONCEPT NAME-SEE APPENDIX]. How well does [INSERT FR2 BRAND SELECTED] meet your needs? SELECT ONE SCROLL Slider Scale Concept name Replacement Product SCROLL Meets your needs + This product is unique and different from other products of this type Does not apply at all Applies completely 1 2 3 4 5 6 7 This product is relevant to you Does not apply at all Applies completely 1 2 3 4 5 6 7

Even with Faster Timing – More Robust Diagnostics Goes beyond a “Go / No Go” recommendation to provide deeper insights about the innovation. Innovation Profile Competitive Performance Incrementality Messaging Does your innovation align to the needs of your product portfolio? How well does your innovation perform vs. the competition? How much incremental volume will your innovation yield? What is the most effective messaging to help your innovation succeed?

FOOD MANUFACTURER’S CHALLENGE Case Study #3 FOOD MANUFACTURER’S CHALLENGE Accelerate the process of generating ideas and transforming them into winning concepts – with the ultimate goal of building a strong innovation pipeline to grow the business.

Solution: Leverage Instant Research All Along the Process Overnight Insight screening Overnight Idea screening Inspirational Food Safari House Swap Insight generation workshop Idea generation workshop Concept writing work session Instant Research Can Go Beyond One-Shot Projects

Impact of Instant Research on client’s Innovation Process Achieved a healthy pipeline of ideas Success rate for concepts increased by over 75% Insights shared with the brand team to leverage with marketing plans

Research in the Digital Age is BETTER – NOT JUST FASTER Quality Research Iterative Projects Rich Diagnostics

Global Head, Innovation Your contacts @ Barbara Garau Global Head, Innovation Paris barbara.garau@ipsos.com Nikolai Reynolds, Marketing Director Hamburg nikolai.reynolds@ipsos.com

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