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Ipsos launches DUEL: A System 1/System 2 rapid testing approach

Ipsos Marketing expands innovation offer with next-generation approach to screening simple stimulii

Ipsos Marketing has developed a new screening approach – one that leverages learnings from behavioural science and cognitive psychology to capture consumer reactions without the use of scaled responses. Using a gamified approach that is fast, intuitive and device-agnostic, DUEL can be used to test claims, logos and package images – with turnaround time as fast as 24 hours.

According to Dr Paul Crowe, Senior Vice President, Ipsos Marketing, US, “Our new testing approach is very similar to a virtual duel – with items pitted against each other on-screen in a series of contests. Instead of using traditional scales, respondents see a series of images two at a time and quickly choose the one they prefer. Winning items go onto the next round until a final winner is chosen. We are not only able to understand consumers’ explicit System 2 preferences, but also their intuitive System 1 reactions by capturing the indirect measure of reaction time. By combining these two types of data, we have developed a truly revolutionary testing approach that adds a new dimension to our understanding.”

Lauren Demar, Global CEO of Ipsos Marketing Quant, adds, “We are very excited about the launch of DUEL. It is the first solution to leverage the measurement of respondents’ reaction time in a fast, affordable and globally scalable way. Many of our clients have already leveraged DUEL for their testing needs and have been delighted with the speed, ease and robustness of results.”

Ipsos’ latest testing approach is 100% mobile-capable and device-agnostic and part of their suite of fast innovation-testing solutions. Options for a clickable phrase exercise to understand word impact and open-ends with text analytics can be added. Clients receive detailed diagnostics, including recommendations about which items to pursue, rework, or eliminate, as well as which items have broad appeal vs niche potential.

For more information on this news release, please contact:

Tomoko Ueta
Business Unit Director, Ipsos Innoquest

About Ipsos Marketing

At a time when marketing is going through a revolution fostered by technology and globalisation, Ipsos Marketing helps clients define their marketing strategy, understand market opportunities and consumers' path to purchase, build brands, services and products that are truly relevant and differentiated, and optimise the allocation of their marketing expenditures. At Ipsos Marketing, we distribute information in real time within clients’ organisations by leveraging mobile and digital solutions and running activation sessions. We integrate knowledge by combining various sources of data enriched by business analytics.


« Game Changers » is the Ipsos signature.

At Ipsos we are passionately curious about people, markets, brands and society.
We make our changing world easier and faster to navigate and inspire clients to make smarter decisions.
We deliver with security, speed, simplicity and substance. We are Game Changers.

Ipsos is an innovative, entrepreneurial, client-focused organisation, providing research services to clients on a global basis. We set ourselves high standards and aim to work collaboratively in partnership with our teams in order to service our clients most effectively.
Read more: market research, Ipsos

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