“Ideally has changed how our marketing team walks into a room. In a field where everyone has an opinion, it gives us the evidence to back our instincts and move with confidence. We’ve used it across pricing, proposition and creative concept testing, and shaping how we bring ideas to market. …
”In my long consumer insights career, I probably haven’t done this much research on an NPD product. This enabled us to do all this, and repeat things easily.”
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