Innovation Pipeline Analysis & Simulation (IPAS)

Identify the concepts or products with the greatest potential to succeed. With IPAS you evaluate concepts considering category, innovations, competitors and consumer preferences. Design a high-reach portfolio and select successful innovations based on consumer needs, minimizing cannibalization risks and understanding the profile of your potential consumers.

Select the innovations with the highest potential and the territories to develop your brand. Validate whether your innovations add to your demand space. Get a simulator to estimate your innovation's market share. Project the gains and cannibalization risks of your products. Launch with more agile processes and greater certainty. Reduce brand positioning risks from unsuccessful launches.

It includes Product viability, Demand spaces, Innovation performance, InnoSOV (Innovation Source of Volume), Share scenarios (absolute and relative variations) and Simulator. You can also add optional modules: Additional scenarios pack.

Atlantia's methodology for evaluating product concepts includes preference algorithms that prioritize among multiple concept ideas and select the categories, dimensions and territories that best fit consumer needs and preferences, revealing the incrementality innovations bring to the brand and the category. Through an in-depth concept evaluation we obtain the main differentiators and dimensions, such as relevance, understanding, credibility, brand fit, appeal and heat maps, to dig into the likes and dislikes of each concept. We also configure a simulator: a tool at your disposal to test validations or hypotheses about what would happen to market preferences when introducing a new innovation.

It is designed for Market research, Consumer Insights, Research & development, Product managers and Innovation teams.