Nobody’s UnpredictableVantis part of Ipsos InnoQuest

Our Mission is Your GrowthWelcome to Ipsos Vantis

© 2012 Ipsos2

For enterprise clients, we support them in the following ways, with a linkage to size of prize: Supporting innovation development for internally generated ideas

– Platform concepts needing a commercialization path (industry verticals, applications, business models)– Longer term planning/war-gaming– Specific new offer ideas– Optimal product design (e.g., to hold down prototyping costs)– Portfolio management with more than go/no go guidance

Understanding end user need/demand potential– The customers or constituencies of your potential buyers

– The ‘if you build it, they will come’ projects

Working with you on behalf of your customers– Contributing to value add engagements

At Vantis we are the Innovation Research Specialists

© 2012 Ipsos3

Ipsos organizes its business around specializations. In the area of innovation research, Ipsos Vantis has dedicated tremendous resources.

Many filters to make survey research more predictive and commercially actionable

Points of Difference

Business units focused on technology, financial services, health, and durable goods

World’s largest database of key measure survey scores – over 25,000 concepts tested (both Consumer and B2B)

Proven track record of forecasting accuracy through rigorous post-launch validation and R&D relating survey results to demand

Enhance user-interface for sophisticated category, product line, and product simulators

Independent study of new products and services, to strengthen our models and build relevant case studies to share with our clients

© 2012 Ipsos4

Innovation Description

Out of the Gate

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.

Long Run

Vantis*Optimize Assessing financial value of alternative configurations

Vantis*NTTW Framework and norms for evaluating first-to-market propositions

Database Archetypes Profiling for launch and for sustainability

Gaming Models Simulation of alternative market and competitive evolutions over time

Vantis has developed a variety of differentiated tools for supporting the right innovation decisions, as early as possible in the development process.

Cutting Edge Developments in New Product Research

Nobody’s Unpredictable

Predicting market potential for business initiatives, with 25+ years validated history

Vantis Profiles Business Ideas in a Way that Instills Confidence in Going Forward (or not) and Clarifies the Commercial Path

We help by characterizing you product launch Archetype

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Finding Winners

Mass Potential: Breakthrough: Niche/Targeted: Traditional research usually finds

these ideas with high overall scores Appeal across consumer segments Less risky Often in familiar space Challenge is to gain distribution and

execute the message to build awareness in market

Ex: Hulu, Kinnect

Slower to take off, but huge opportunities (many imitators/fast followers)

Often in rapidly changing categories Often game changers (challenge

existing competitors/business models)

Can require significant investment to become a market leader.

Ex: 3DTV

Actionable target segment(s) are highly enthusiastic about the offer (despite poor overall interest)

“Niche/Targeted” doesn’t mean small

Wild successes that appeal to a single segment at launch

Ex: Kindle, iPhone

Fourth profile: Price/Fee ImbalanceAn appealing idea that can be converted to a winner Highly appealing ideas with a price/value imbalance These are not poised to be successes, but they could be Shelving them is not the right next step By lowering price or improving value perceptions a concept with a fee

imbalance can turn into a mass potential, breakthrough, or niche/targeted.

© 2012 Ipsos7

Would You Pursue This Idea?

This is the classic breakthrough profile

+

-

Dat

aba

se R

ank

What if you knew this was a flat plasma TV before they were well known?

© 2012 Ipsos8

Twenty-five personality profiles ("archetypes") help us understand and define winning strategies for middle performers

Top

performer archetypes

• Winner • Under-priced • Good concept

Middle performer archetypes

• Breakthrough• Me too• For Want • Value

Branding

• Over-priced• Average • Expensive• Commodity

• Niche/targeted• Atypical • Value resistant• Unconvincing

• Potential future hit

• Skeptical

• Unbelievable

• Caught in the middle

Poor performer archetypes

• Dog

ü

û

?

Each archetype implies unique, go-forward strategy

Source: Ipsos Vantis

© 2012 Ipsos9

Important Commercial Viability Criteria, Beyond Surveys

Commercial Scorecarding

Low enough barriers to entry and/or a prevailing solution that is ‘too good’

Market Structure

An idea that is feasible with today’s technology but no one is doing it -- is a clear marker for a big idea (e.g., FedEx overnight delivery at its inception was very high on appealing to a ‘value denial’*)

Value Denial

Sales potential, especially with dampened assumptions for technology proliferation and heightened assumptions for consumer inertia

How effective the messaging can be at drawing in consumers and the clarity of the benefits offered. Products with too many ‘bells and whistles’ are hard to communicate.

Clearly defined, reachable target who is interested in the product

Substitutable products or behaviors/regimens currently evident. It is very hard to invent a new behavior with consumers.

Ease or difficulty in implementing a new service and the costs associated with setting up and maintaining the service. Many ofour clients overestimate the length of their organization’s payback tolerances!

Long term potential and evident possibilities to build new revenue streams. The next line extension or cross sell opportunity should be evident.

A clearly defined, sizable, addressable market exists (e.g., all else equal, hypertension is a better market than diabetes for a healthcare company)

Products ability to save time, money or offer a better solution than what is currently available to consumers. Most successful products, quite simply, do one or more of these things.

Message Clarity of Key Benefit(s) (of Marketing Communication)

Penetration & Revenue Potential

Audience Potential

Target-ability

“Sell Itself” Potential

Annuity / Long Term Potential

Logistics, Margin, and Payback Tolerance

Competitive Advantage

Low enough barriers to entry and/or a prevailing solution that is ‘too good’

Market Structure

An idea that is feasible with today’s technology but no one is doing it -- is a clear marker for a big idea (e.g., FedEx overnight delivery at its inception was very high on appealing to a ‘value denial’*)

Value Denial

Sales potential, especially with dampened assumptions for technology proliferation and heightened assumptions for consumer inertia

How effective the messaging can be at drawing in consumers and the clarity of the benefits offered. Products with too many ‘bells and whistles’ are hard to communicate.

Clearly defined, reachable target who is interested in the product

Substitutable products or behaviors/regimens currently evident. It is very hard to invent a new behavior with consumers.

Ease or difficulty in implementing a new service and the costs associated with setting up and maintaining the service. Many ofour clients overestimate the length of their organization’s payback tolerances!

Long term potential and evident possibilities to build new revenue streams. The next line extension or cross sell opportunity should be evident.

A clearly defined, sizable, addressable market exists (e.g., all else equal, hypertension is a better market than diabetes for a healthcare company)

Products ability to save time, money or offer a better solution than what is currently available to consumers. Most successful products, quite simply, do one or more of these things.

Message Clarity of Key Benefit(s) (of Marketing Communication)

Penetration & Revenue Potential

Audience Potential

Target-ability

“Sell Itself” Potential

Annuity / Long Term Potential

Logistics, Margin, and Payback Tolerance

Competitive Advantage

Nobody’s Unpredictable

Predicting market potential for business initiatives, with 25+ years validated history

Vantis Helps Clients Establish Best Practice Based on Extensive Experience Implementing Programs with F500 Companies

Process Best Practice

© 2012 Ipsos11

Create more system and meritocracy

Build better and stronger concepts

Prioritize concepts for development, including those your competitors may miss

Guide communications/messaging/positioning

Profile the target audience

Common Innovation Testing Objectives

© 2012 Ipsos12

Ipsos Vantis Specializes in Innovation

•Predict market potential

•Prioritize features, ideas, & concepts

•Define the consumer target

•Measure the strength of the message

•Identify key/motivating phrases in the message

•Measure buzz potential

•Forecast units, revenues, profits

•Feature simulation

•Pricing simulation

•Product & Prototype Design simulation

•Measure Incrementality vs. Cannibalization

•Competitive war-gaming

•Marketing plan simulation

A suite of powerful, fast, and affordable services to help you identify winning initiatives early in development by assessing their true market potential.

A suite of customizable forecasting tools for optimizing price, features, product design, and marketing. Used for modeling new products, portfolios, and categories.

Predicting Market Potential for business initiatives,

with 25+ years of validated history

Optimize & simulate launch scenariosIdentify winning initiatives

© 2012 Ipsos13

Ipsos Team

TRACY FLOYD has been providing market research solutions for clients for the past twelve years. Extremely relationship focused, Tracy understands that it takes time to build partnerships with clients in order to fully understand their business needs. An active listener he knows that a client customer relationship must be built on trust and integrity. In a time when every research dollar needs to have demonstrable ROI. Tracy is adept at helping his clients both recognize and attribute research spending in order to validate the investment for the client.

Contact :

Tracy FloydVice Presidenttracy.floyd@ipsos.com 603-661-4884