First impressions matter: Understanding the power of spontaneous reactions to develop stronger innovations

Sets out how the first impressions consumers form of your new product can determine whether they move forward to learn more and buy it or disengage completely.
  • Given the transient nature of first impressions, there needs to be a way to capture it quickly: an agile approach that can be implemented immediately after exposure to an innovation and capture thoughts and feelings that last only briefly.
  • An open-ended format has the advantage of capturing consumers’ heterogeneity of responses – consumers vary greatly in how they respond to an innovation and closed-ended questions simply cannot capture all the possibilities.
  • Ipsos uses three key metrics that have been proven to predict a new product trial in market: Relevance, Expensiveness and Differentiation (RED).
  • While the RED metrics are predictive of...

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