step 3: Idea screening

Which new ideas should you progress further?

• What are the really big ideas, which are the ‘nice to have’?
• If you can only select a couple of new ideas to take further – which ones should these be?
• Which of your ideas is most likely to stand out from the crowd?
• Which will make a real difference to your consumers’ lives?

How we can help

Cambridge MR offers an idea screening facility where large numbers of ideas are assessed by consumers, to identify those with the greatest consumer interest. This is an extremely simple, yet effective, methodology to highlight the ideas with the most potential.

This is a comparative methodology where consumers indicate interest in trying the product ideas as well as how new and different and believable the ideas are. Consumers then indicate the idea they like the most, which provides a more sensitive measure and helps to rank the ‘winning’ ideas.

As this is a quantitative technique, relative consumer acceptance clearly indicates the most effective ideas to take forward for further development. Idea screening can be conducted either face to face or via online data collection.