Ipsos Marketing Research

Turkish Association of Marketing and Public Opinion Researchers' Research Summit

March 5, 2008
Istanbul, Turkey

Ipsos is pleased to be speaking at Turkish Association of Marketing and Public Opinion Researchers' 10th Annual Research Summit. Ipsos' David Pring, Executive Vice President, will present "Getting It Right: Using Marketing Research to Effect in the Innovation Process."

With increasingly crowded markets, close product and brand proximity and marketers trying to develop new products for every viable white space, a disciplined approach to innovation is critical.

This presentation will explore the significant role that marketing research can play in the early and mid stages of the innovation cycle to discover, optimize and advance prospective ideas to best capitalize on the identified opportunities.

It will:

  • Examine the stage-gate process and how marketing research can be mapped to it to form an effective evaluative toolbox.
  • Discuss how even prior to primary consumer research, the toolbox can be used to assist in platform definition and assist in the determination of which ponds the marketer should fish in for opportunities.
  • Explore the application of research methods to generate ideas and determine which should be progressed and evolved into concepts.
  • Consider the issues for evaluating and refining concepts and the role of early forecasting as product development proceeds to the mid and later stages prior to launch.

For more information about the conference, please visit the Turkish Association of Marketing and Public Opinion Researchers Website.

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