Innovación poderosa que lidera el crecimiento

El concept screening es uno de los pasos críticos en el proceso de innovación, es un driver de la inversión en Investigación y Desarrollo de producto y empaque; sin embargo, es también una de las principales fuentes de error.

TNS Innovation & Product Development

Las herramientas tradicionales de concept screening tienden a simplemente priorizar las ideas con base en su atractivo –ideas que comúnmente se canibalizan y tienen pocas posibilidades de crecimiento-. Una comprensión de la verdadera oportunidad incremental es vital para guiar la inversión en ideas ganadoras.

Entender la incrementalidad es el principio clave del modelaje individual de Concept eValuate. Los datos muestran que esta técnica mejora significativamente la certeza de las predicciones de crecimiento en el mercado, inclusive en etapas tempranas del proceso de innovación. Por otra parte, nuestra base de datos de early adopters permite identificar a los conceptos genuinamente innovadores en el futuro.

Explora nuestras herramientas para Innovación y Desarrollo

  • Matrix takes the guesswork out of the most crucial and difficult stage of the innovation process: the front end. Through Matrix our clients get a complete view of their target market, identifying and sizing incremental growth opportunities and providing a clear roadmap for action.

    Unlike generalised, ad-hoc approaches to market understanding, Matrix systematically searches the places where opportunities hide to uncover sources of future growth. For each high priority opportunity, we deliver a granular understanding of the key success factors, and a precise guide for next steps in the development process. Matrix is an equally powerful tool for both product renovation and innovation.

    Employing Matrix at the beginning of the innovation process has helped our clients improve success rates up to six and a half times industry norms.

    For more information please contact Chris Holland.

  • 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.

  • Product eValuate is a concept-product test which uses robust performance measures to determine how well a product fits with the expectations set by its concept, and importantly, how it can be improved to maximise growth opportunities. As such, it has a vital role to play in ensuring a strong repeat purchasing rate, one of the most critical factors in the long-term success of any new product or service.

    As with all our innovation tools, Product eValuate’s sales forecasting is based on individual modelling, which provides an absolute and incremental assessment of potential. We use our pinpoint analysis to identify the product improvements that will satisfy customers and ensure sustainable long-term growth from launch.

    For more information please contact David Soulsby.