Home
People

Colin Ho

Chief Research Officer at Ipsos, Innovation and Market Strategy and Understanding at Ipsos

Consumer insight executive with a unique amalgamation of research, data science, psychology, and management consulting skills. Proven successful at extracting and communicating deep consumer insights for clients, and at developing global research innovations by interweaving research analytics, consumer psychology and strategic consulting together

Ipsos Ipsos

The Empirical Reality of Synthetic Data in Product Testing - Methodological Validation and a Barilla Case Study

18 min read

20 August

in Innovations

by Philippe Coquelle, Barbara Pederzolli, Dr. Nikolai Reynolds, Colin Ho, Jim Rimmer, Chiara Greco

Ipsos and Barilla put synthetic product testing to an empirical test. Across 260 validations, it matched human-sample decisions in 92% of cases and helped Barilla reject a risky Ragù recipe change. Read the paper for the method, value, and limits.

Popular

Beyond the hype

5 min read

11 August 2022

in Innovations

by Colin Ho

Innovation predictions in the era of Machine Learning