Innovation research is an art and a science
An Efficient Alternative to Concept Optimization
Innovation research is an art and a science
The art is evident in the workshops , ideation sessions , and concept building huddles that take place at the earliest stages of innovation . This is where creativity , imagination , and ingenuity meet to form the keys to success .
And then there ’ s the science . This happens when quantitative testing , optimization , and modeling help to steer the concept to success .
We are familiar with the empirical tools used to evaluate concepts , optimize the words and phrases in the concept , and forecast sales . However , there seems to be a missing piece — one that our clients are increasingly asking us to provide . The piece in question is the recipe for what consumers want from the concept . Specifically , what is the best combination of elements to include in a concept ? Our clients narrow down the best insights , benefits , reasons to believe , and other elements to include in the concept . What they still need to know is which combination of these elements will yield the greatest consumer appeal in the most efficient way .
How do we do this in a way that nurtures unique , disruptive ideas versus a natural selection method ( i . e ., “ survival of the fittest ”) which rewards common , close-in ideas ? While most concept optimization tools employ Choice or Purchase Intent — which kill anything that is different from what ’ s already in the market — we have developed an alternative solution that actually rewards uniqueness .
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