Ipsos Rolls Out Rapid Testing Service Product Studio

Ipsos has launched a platform called Product Studio, developed with input from global consumer goods manufacturers and using a combination of AI, data science and insights experience to accelerate and enhance product testing.

Ipsos' expertise in the area comes from testing more than 10,000 products each year, in more then 90 markets, with access to more than five and a half million respondents globally.

Product Studio promises both faster insights and extensive customization. Product performance data is available in 'hours after fieldwork, not weeks', and the process can allow both for manufacturers' own testing protocols and Ipsos' established methods. Among the latter, the platform makes use of consumer videos, observational methodologies, multimodal AI, AI agents, and smart labelling technology to capture authentic product usage at speed and scale.

Features include an 'Early insights dashboard', to supercharge cross-functional decision-making; Synthetic data augmentation, as required; 'Next-generation discrimination techniques' to uncover 'deeper nuances in how consumers experience and compare products'; and dynamic meta-analyses to track shifts in markets across demographics.

Product Studio is available in eleven markets: Australia and NZ; Brazil, Canada, Mexico and the USA; France, Germany, the Netherlands and the UK; and Japan. Further markets and product extensions are expected later in the year.

'The context in which consumers engage with products has fundamentally changed', says Dr. Nikolai Reynolds (pictured), Ipsos Global Head of Product Testing. 'Product testing must evolve with it.' He adds: 'Product Studio ensures businesses aren't just catching up - they're leading.'

The global group has pushed forward on a number of AI fronts so far this year, with its ANZ subsidiary Infotools launching GenAI research companion ChatHarmoni, in March, and AI-Augmented Moderation added last month under its Creative|Labs brand.

More information is at studio.ipsos.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.