Concept Testing / Screening
We offer a concept testing design which enables us to provide immediate feedback on which ideas should ‘go to development.’ When appropriate, we’ll also compare your concepts with normative data to give you an idea of how they perform relative to other concepts. Based on your strategic goals, we can conduct an initial idea screen to cull down the number of alternatives, thus separating the stars from the dogs. Or, you can choose to perform more comprehensive analysis, with first year volume forecast, pricing, and/or with a TURF (Total Unduplicated Reach and Frequency) component designed to optimize the product line. Whether you’re testing full blown concepts, line extensions, names, benefit claims, or packaging designs – our analytical solutions will help facilitate a continuous pipeline of viable new concept ideas, thus minimizing risk of in-market failure to your franchise.