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Introducing
Concentric PD powered by fido
Removing Uncertainty from New Product Planning
Enhanced software solution from the leaders in Predictive Marketing & Collaborative Innovation
While BASES, Ipsos and other simulated test marketing platforms have a track record of benchmark results, they have been slow or lapsed in delivering insights that are useful for strategy execution. Often needed insights are missing due to changes in the competitive environment that occur after the research period or because brand management teams need more nuanced insights relating to the consumer portfolio.
Concentric PD powered by fido overcomes these deficits by giving marketers a new strategic capability to improve simulated test marketing methodologies by providing a platform for continuously measuring and prototyping the competitive landscape leading to a product launch. While the platform is not a substitute for primary research, it does allow marketers to evaluate products in a market context where fully integrated campaigns, competitor plans and new innovation scenarios are simultaneously evaluated. This “systems” approach to test marketing delivers a range of new insights while overcoming the limits of historical tests.
“There is nothing wrong with change, if it is in the right direction.”
- Winston Churchill
The benefits of Concentric PD powered by fido include but are not limited to:
1.!An ability to understand the entire marketing mix and each components role in the delivery of results. This includes attribution of the impacts and interactions of:
• Paid media investments• Owned Media assets• Word-of-Mouth volumes• Online Behavior influence • Product Usage realities
2. Analysis of awareness related challenges including:
• Rate of adoption by groups• Cost to build market awareness• Transfer of brand equity from master brand
3. Multi-year scenario analysis including:• Weekly sales analysis• Anticipated competitor changes• Cannibalization rate for selected products
4. Innovation conceptualization & prototyping• Based on SWOT identified in scenario analysis, proactive and responsive new initiatives are rapidly co-created by customized teams of independent experts from all walks of life
• Innovation scenarios are simulated, evaluated, refined and prioritized for deployment
5.! Full detailing of results by numerous consumer segments
• Influence amongst groups• Influence within groups
6.! Ongoing metrics that include estimates of:• Return on Investment analysis• Brand Equity changes
. . . . . . . . .BASES
M/A/R/CIpsos
Research InternationalTNS FYI
The standard. But....
Assumes stability in an ever-changing world
Helpful for ‘Go/No-go’, not What if/Why/How
Data-basedforecasting
Assume
Stable
Launch
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Market
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?
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?
!
!
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Concentric PD powered by fido• Dynamic simulation based on integrated data and unlimited hypotheses• Impact attribution also of ‘buzz’, competitive actions & market changes• Scenario-based rapid innovation & prototyping• “What will happen when, and what to do about it”
. . . . . . . . .BASES
M/A/R/CIpsos
Research InternationalTNS FYI
Data-basedforecasting
Assumed
Stable
Launch
???
???
Market
Market
The Concentric PD powered by fido difference:
1. Test scenarios that include marketing plans
2. Develop and evaluate innovation scenarios responsive to competitive activity and market changes
3. Predict total awareness and marketing penetration
4. Estimate ROI beyond paid media
Concentric PD powered by fido is enhanced software that combines Concentric ROI, the predictive marketing tool used by Harrah’s, Humana, Nike and Pepsi, and the rapid innovation and prototyping fido provides to Blackstone Group, ESPN, The New York Times, Time Warner Cable and others.
Concentric is a unit of Icosystem, the leader in predictive analytics and expertise in human decision-making to capitalize on high-potential trends and avoid risk. Icosystem's predictive models replicate the detailed behavior of real systems—marketplaces, supply chains, business organizations, or social networks—whose complexity goes beyond the reach of traditional analytical approaches. Concentric has a suite of solutions that simulates how consumers will respond to a brand's marketing campaign by examining how paid and earned media, product usage, and competitor reactions interact to drive choice. Concentric solutions are based on social network analysis, behavioral economics, neuroscience, psychology, theories of interpersonal influence, and the latest in marketing research.
fido (‘fearless innovation designed online’) enables companies to innovate more reliably, rapidly and efficiently through a combination of an invitation-only community of extraordinary talents from all walks of life, patent-pending online methods for breakthrough co-creation, and customized Cisco online platforms.
For more information or to request a demonstration, please contact:
John Englehart, fidot: 917-647-8731
Greg Silverman, Concentrict: 617-520-1002
or
