Early stage concepts – to nurture or to ditch?
A multi-national manufacturer of personal care brands
To screen 20 early-stage product ideas from R & D, to identify those most resonant with consumers.
What we did
The ideas were at such an early stage that an over-reliance on rational measures (eg purchase intent) ran the risk of providing misleading results.
We knew that we needed to understand consumers’ intuitive response to the ideas; so in addition to rational measures we incorporated our unique avatar-based Metaphorix® questions to measure people’s subconscious gut reaction to new ideas.
What we learnt
We identified the ideas that ticked both the emotional and rational boxes; exciting new ideas that would generate most interest when brought to market in several years’ time – not just today’s safe bets.