Innovative Product Idea Test

Innovative Product Ideas Test (IPIT)

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Improve your launch and innovation times by selecting the ideas of new products or services that connect more with your consumer. Through the Choice Based methodology, test multiple product or service concepts and select those with the greatest potential for success.

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Product Information

What includes? Methodology

AVS
The AVS is an indicator of the viability of product development. It takes into account the market preference obtained by each of the products (Regulated with the option: "None of the above") and the variables: Attractiveness, Innovation, Relevance for the consumer, Brand Fit and Trial.

According to the final score, the products can be located in one of the following 4 areas:

• Success AVS> 90
• To be Improved 90> AVS> 80
• Low Viability 80> AVS> 60

Disruption Quadrant
Determine how innovative a proposal is in relation to what is relevant to the consumer.
This analysis naturally differentiates products in four regions:

Disruptor: Those proposals that are innovative and relevant to the consumer.
Extravagant: Those proposals that are innovative but do not resonate with the consumer.
Common: Those proposals that satisfy a consumer need that are within the common.
Carente: Those proposals that are not relevant to the consumer and fall within the common territory.

Portfolio Fit Quadrant
Determines how closely aligned with the brand a proposal is in relation to the consumer's intent to test.
In this analysis, products are naturally differentiated into four regions:

Ideal: Those proposals that are aligned with the brand and that generate test intention
Redefinition: Those proposals that are aligned with the brand, but lack test intent, need to communicate differently
Out of range: Those proposals do not have a good alignment with the brand and that generate test intention with the consumer.
Risk: Those proposals do not have a good alignment with the brand and lack the intention of testing with the consumer.

Individual Performance

Attractive
Innovation perceived
Brand fit
Relevance
Individual score
Trial intent

TURF Analyisis
Using the statistical analysis tool of Undoubted Total Reach and Frequency, we identify the combination of products that achieve a greater market reach.

Studies based on the Adaptive Choice Based methodology identify the best option within a set of products / services to be evaluated, combining different research techniques to deepen the performance of each of the options.
A procedural analysis called the Hierarchical Bayesian multinomial logit model is used to calculate consumer preference.
To delve into the elements that aroused the most interest in consumers, an adaptive procedure is used to focus on the options with the best acceptance.

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