Idea Development & Screening
Overview
Accelerate speed to market with the confidence you have the right ideas and opportunities. Identify the best innovation ideas that are grounded in real consumer needs and tensions. Test and optimise those ideas in any format quickly and iteratively with IdeaEvaluate, to increase their appeal and make sure they drive meaningful difference and align with your brand. Get close to the reality of purchase behaviour with implicit and explicit responses and learn for the future.
Key features
Compelling human insight
Great innovation starts with a clear human need. Our observation-based approach gets to the heart of needs and tensions.
Ideas that resonate
Understand how people respond to your ideas by gathering intuitive reactions as well as direct feedback.
Quick, actionable direction
Know how to improve your ideas for the right audiences – mass or niche – in as little as six hours.
We apply our qualitative expertise to bring human understanding to every business challenge, using sensitive elicitation, observation and interpretation skills to get under the skin of a ‘moment’ to uncover the real needs and tensions that generate insights for new ideas.
We combine deep human understanding with our advanced analytics and rich data sources to uncover the drivers of brand value in the context of new markets, segments and occasions.
To develop sustainable, transformational strategies, it is important to adopt a ‘test and learn’ mindset where you learn early on what people think about your idea, as well as the intuitive and reflective opportunities and barriers in market. The Big Idea Test uses the latest in behavioural science thinking and a unique measure, the ‘feeling of rightness’, to understand choice and how well your idea might alter consumer decision making.
“The Big Idea Test helped my team to identify in a very simple and intuitive way of identifying if we are on to something. It captures very well the Intuitive and Reflective thinking that we all know is essential when making a decision. I really like the approach behind it, as it is based on the latest thinking from behavioural sciences, and this is the future for us as Insights Leaders.”
Barbara Schandl, Mondelez
IdeaStock uses the principles of crowdfunding to get close to real-life choices and identify the true potential of innovative ideas. It accurately estimates the scale of opportunity and informs you how to succeed. It provides recommendations on the right audience, communication hooks, and areas to strengthen for a successful launch. With results available in as little as a week, you can test multiple ideas simultaneously.
Innovation and product development on Kantar Marketplace
