Beyond The Hype: Innovation predictions in the era of machine learning

Colin Ho, Jiongming Mu, Rich Timpone and Camille Souchal

IPSOS succinctly explains how it builds AI and Machine Learning (AI/ML) models to predict successful future innovations.
  • This paper illustrates the limits of training concept-based predictive models for the purpose of market research.
  • In terms of training AI/ML models, IPSOS believes that consumer reactions are more robust and stable predictors of innovation success than isolated product characteristics.
  • IPSOS takes verbatim top-of-mind consumer reactions to new product concepts, using these positive, negative and neutral responses to reliably train its predictive models....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands