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 ‘conceptualisation’ to ‘commercialisation’ – employing several proprietary and custom techniques. PERFORM MCT stands for Product Evaluation and Research For Optimising 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 project, the PERFORM MCT continuum also includes expertise from other Ipsos specialty areas, such as our qualitative division and Ipsos Vantis, the international leader in demand forecasting, modeling and ROI prediction.

Whether conducted sequentially or as stand-alone projects, 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 address the un-met needs of the market? How can these ideas be developed into products that will resonate in the marketplace? How will those products perform in the market?

ConStruct

This survey-based approach brings consumers into the product development process. It is built around a proprietary software platform that allows them to sort through numerous features and/or benefits in order to identify those of most value. ConStruct helps prioritise the key components from an often lengthy list of initial ideas, which can then be turned into concepts for testing. This reduces the risk of testing concepts with limited consumer appeal.

Read More

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.

 

Concept Screening

Using consumer feedback and comparison against a database of information and norms, we can help prioritise concepts in the early stages of development. In addition to standard metrics, diagnostics are developed relating the performance and potential of the concepts to those of others in comparable industries.

Price Evolution

This suite of tools and diagnostics provides guidance and rigour at key stages in the new product development process by addressing some key pricing issues. These include: acceptable price ranges; prices that will maximise trial or revenue; price elasticity; pricing simulations; and feature combinations to maximise revenue and profits.