Concept screening is one of the most critical stages of the innovation process – a trigger for major investment in R&D, product and packaging and an all-too-frequent source of expensive mistakes.
Traditional concept screening tends to simply prioritise ideas with the biggest appeal – ideas that are often highly cannibalistic and add little to top-line growth. A fuller understanding of the true, incremental opportunity is vital for guiding investment towards true winning ideas.
Understanding incrementality is the core principle underpinning Concept eValuate’s individual-based modelling. Data proves that this technique significantly improves the accuracy of in-market growth predictions, even at the early stages of the innovation process. Our extensive early adopter database leverages the perspective of future-oriented consumers to highlight genuinely breakthrough concepts, and our pinpoint diagnostics help both to identify and improve genuinely winning ideas.
For more information please contact David Soulsby.