Interview with Lydia Neumann & Isabelle Jacob, Ipsos "Everything takes place on this one day, on purpose and with one goal"

What happens in the Ipsos hothouse of ideation, Instant*Lab? Lydia Neumann and Isabelle Jacob explain what a research process in the Instant*Lab is like and how they manage to deliver clear interpretations and recommendations for action within just one day.

Interview with Lydia Neumann & Isabelle Jacob, Ipsos

"Everything takes place on this one day, on purpose and with one goal"

What happens in the Ipsos hothouse Instant*Lab? In this interview, Lydia Neumann and Isabelle Jacob explain what a research process in the Instant*Lab is like and how they manage to deliver clear interpretations and recommendations for action within just one day.

 

The title of your web seminar at Week of Market Research, on May 11: "Live Demo: Inside Out – what really happens in the hothouse Instant*Lab". What can participants expect? The announcement reads as if active participation is required.

Isabelle Jacob: The research design of our Instant*Lab approach consists of a smart combination of quantitative and qualitative elements. We will show this combination and the results of each step live in our web seminar. As the methodology is a very exciting and comprehensive area for researchers but at the same time also a unique experience for respondents, we want to show both parts. An active participation is not required for the web seminar; however, we will demonstrate how spontaneous research questions can be directly integrated and answered in our Instant*Lab approach.

 

Sign up for the session at Week of Market Research, May 11, at 11h CET, in German:
"Live-Demo: Inside Out – was wirklich passiert im Ideentreibhaus Instant*Lab"

 

The Instant*Lab assumes that there will always be test persons available and willing to participate, right? How do you find suitable participants?

Isabelle Jacob: Indeed, this is one of the most important aspects of our research: without consumers, their opinion and thoughts, we will not be able to gather relevant insights for the creative development. Participants are recruited via our Ipsos Online Access Panel or partner panels. To make sure respondents are really available during the whole time an Instant*Lab takes, we are telling them the overall time frame and general scope during recruiting phase, to make sure all respondents are able to block this time in their calendars. Also, we ensure substantial overrecruiting and send appropriate reminders to make sure that respondents show up on time.

 

Clear interpretations and recommendations for action within just one day – that's quite a promise. Can you really guarantee that for every gathering?

Isabelle Jacob: Yes, this is really possible. The Lab day is designed to consider all specific research and business questions, as well as all aspects on background and objectives of the planned creative idea or future communication, which are discussed upfront. If new questions or aspects are coming up during the research day, they are integrated in the research in very straightforward way and can be answered directly. This is how we make sure no questions remain unanswered at the end of the day and all involved teams are able to move on to work on the creative idea right after the end of the day.

 

How does the Instant*Lab differ from customer insights platforms that also provide feedback in real time and within a few minutes? What gap do you fill with your Instant*Lab?

Lydia Neumann: What is so special about our approach is that really all relevant teams that are involved in the development of a creative idea come together on one day in a virtual lounge. During our process, the same people in our target group are quantitatively evaluating a creative idea and, after that, are asked for the reasons of their evaluation qualitatively. There is no need to rely on finding answers to our questions somewhere on an existing platform, we are simply asking our questions to consumers directly, and, if necessary, we can ask additional queries. All teams come together on purpose, for this day. For our respondents, there is no need to engage in a community on a regular base or be bound for a specific topic in a dedicated group. Everything takes place on this one day, on purpose and with one goal, to gather creative insights for the development of great communication.

 

How did you come up with the term "hothouse" of ideation?

Lydia Neumann: This term came to our minds based on the exact scenario described above: All relevant teams come together on this one day, with the very specific goal to collect insights and findings, and prepare the foundation of a successful creative idea to nurture and grow an outstanding and convincing communication.

 

Who should not miss your web seminar?

Lydia Neumann: Everyone who is searching for relevant insights to nurture a creative idea, as well as everyone who is involved in the development of creatives.

 

 

Lydia Neumann

As Manager at Ipsos Creative Excellence, Lydia Neumann and her team support and advise various clients on all aspects of communication research and development, from early stage to pre-testing and post-testing.

Isabelle Jacob

Isabelle Jacob is a Research Executive at Ipsos Creative Excellence. In addition to her role as product champion for the early-stage approach of Instant|Labs, she supports national and international clients from the FMCG, retail & OTC sectors with many years of experience in the field of advertising and communication research.

 

 

The interview was originally published in German on marktforschung.de – here

 
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