White Papers, Articles, Publications & Events on Customer Satisfaction, Relationship and Employee Climate Management

“Line Evolution takes an innovative approach to optimising product lines”

Ipsos Wins German Market Research Award for Second Time

New instrument for optimising product lines is named "Tool of the Year"

And the Winner is...Ipsos Line Evolution

Hamburg/Mölln, 23rd July 2007 – On the evening of the 28th June, Ipsos' Line Evolution® line optimization approach received the coveted BVM award "Tool of the Year," beating 24 competitors in the process.

Line Evolution takes an innovative approach to optimising product lines and – unlike standard research solutions – takes into account usage occasions. This approach helps companies meet the challenge of generating growth through product line-ups that satisfy varying consumer needs. Brands that have exploited their full potential can only continue to grow by expanding their lines to cover different consumer usage occasions. If a line of three flavours is extended to four flavours, the consumer generally still buys the same quantity of this product as the flavours are all substitutable. But if the product line can succeed at satisfying complementary consumer needs, total sales volume can be increased. For example, although ice cream used to be purchased mainly in the summer, usage occasions are being expanded to year-round holiday treats. In this way new occasions are created that generate additional turnover and are not merely substitutes.

According to Matthias Tien, Director of Marketing Science at Ipsos, "The reality of today's market is that consumers use several product variants at the same time which are specifically selected according to occasion. There is no longer complete substitutability of product variants. And this is precisely what Line Evolution takes into account by analysing consumer reach and the creation of purchasing opportunities related to usage occasions. This is how we determine optimum product line scopes and compositions for our clients and enable them to expand their brand positioning."

This is the second time since 2005 (when the first German Market Research Award was awarded) that Ipsos has received the Tool of the Year Award.

For more information about Line Evolution, please contact Kevin Ford at kevin.ford@ipsos-mori.com.

If you are based in the U.S., please contact Lynn Rosen at lynn.rosen@ipsos-na.com