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Innovation Testing

Test the in-market potential of new product concepts and ideas.

How do you create winning product innovation?

The 3Cs are the building blocks of new product innovation success and are key to ideas which endure.
The 3cs methodology

Captivate

Arouse people’s curiosity by offering something unique, original, and innovative. Bring the proposition to life in a way which stands out on-shelf, grabs shoppers’ attention, and triggers an emotional response.

Shampoo Bars were a response to growing backlash around the environmental impact
of plastic wastage.
Garnier case study

Connect

Protect equity by ensuring the proposition synergizes with expectations of the masterbrand. Leverage the brand’s distinctive properties so it’s instantly recognizable on-shelf.

Cheetos Mac ‘n Cheese used iconic “Chester” to build fluency, while their cheese heartland remained a constant.
Cheetos case study

Compel

Ensure the proposition is clear and single-minded. Offer something different and better versus competitors. Address a real and (ideally) unmet need/desire. Provide a compelling reason to believe.

Tortilla Pockets solved the common frustration of Mexican-food-at-home being messy and inconvenient.
Old El Paso case study

Learn more about our 3Cs methodology

The 3 C’s predict marketing success

Captivate

Does it stand out and elicit a positive emotional response?

Connect

Does it leverage unique branding properties to create instant recognition?

Compel

Does it predispose people toward purchase?

We offer 3 tiers to choose from when configuring a test

Each tier builds incrementally (i.e. ‘Diagnose’ includes ‘Evaluate’ metrics, ‘Optimize’ includes all three).
Innovation Testing metrics - Performance SummaryInnovation Testing metrics - Attraction DiagnosisInnovation Testing metrics - Branding DiagnosisInnovation Testing metrics - Impressions (prompted)Innovation Testing metrics - Value for moneyInnovation Testing metrics - Variant appealInnovation Testing metrics - Variant appealInnovation Testing metrics - Variant appealInnovation Testing metrics - Variant appealInnovation Testing metrics - Variant appealInnovation Testing metrics - Variant appeal

Performance
Cubery Rating
How effective is it overall? This is a composite measure made up of: Captivate, Connect, and Compel.

Activation Potential
What is its in-market potential, independent of its strength of brand synergy? This is a composite metric made up of: Captivate and Compel.

Captivate
Does it stand out and elicit a positive emotional response? Metrics:
  • Attraction: Does it stand out and get people’s attention?
  • Interest: Is it interesting?
  • Likeability: Is it liked?

Connect (Branding)
Does it synergize with expectations of the brand (or parent brand/masterbrand)? Metrics:
  • Fit: Alignment with people’s expectations of the brand.
  • Cues: Synergy with the things people are generally familiar seeing for the brand.
  • Attribution: Transference of associations and feelings unique to the brand.

Compel
Are people predisposed toward purchase? Metrics:
  • Feeling: Does it generate positive feelings and an emotional attachment to the brand/product?
  • Difference: Is it different to other brands/products?
  • Persuasion: Do people claim they’re likely to consider the brand/product?
Attraction
Does it stand out and get people’s attention? Metrics:
  • Unique/Distinctive
  • Annoying/Irritating
  • Nice/Pleasant
  • Dull/Boring
Connect (Branding)
Leveraging distinctive properties enhances the ease of identification of the brand/product, while also building credibility and trust. Metrics:
  • Fit: Alignment with people’s expectations of the brand.
  • Cues: Synergy with the things people are generally familiar seeing for the brand.
  • Uniqueness: Transference of associations and feelings unique to the brand.
Impressions
Are the desired impressions conveyed about the brand/product? Metrics:
  • 5x tailored statements
Value for money & Priced persuasion
We offer two base options for testing price perceptions:
  • Value for money: Does the proposed price represent good value?
  • Priced persuasion: Do people claim they’re likely to consider the brand/product at the nominated price point?
Variant appeal*
How appealing are individual variants? Metrics:
  • Up to 10x variants
Name & Packaging appeal*
How appealing is the name and packaging?
Occasion/Usage suitability*
How suitable is it perceived to be for specific occasions/uses? Metrics:
  • Up to 10x occasions/uses
Cannibalization*
Do people claim they’d purchase it in addition to their current repertoire, to replace something else, or would they reject it entirely?
Custom open-ended question*
Diagnosis of an area of interest not otherwise covered by the core metrics.
Van Westendorp*
How much would people be prepared to pay? This identifies an acceptable range of prices using the Van Westendorp Price Sensitivity Meter.
*Additional cost
Innovation Testing metrics - Rational DiagnosisInnovation Testing metrics - Associations

Diagnose includes all Evaluate metrics, plus:

Rational
How persuasive is the information conveyed about the brand/product? Metrics:
  • New
  • Different
  • Believable
  • Relevant
  • Clarity
Likes (open-ended)
What aspects are people most positive toward?
Dislikes (open-ended)
What aspects are people most negative toward?
Associations (open-ended)
What 3 words would people use to describe the brand/product?
Innovation Testing metrics - Emotion DiagnosisInnovation Testing metrics - Impressions (spontaneous)Innovation Testing metrics - StandoutInnovation Testing metrics - Assets

Optimize includes all Evaluate & Diagnose metrics, plus:

Emotion
What emotions does it make people feel? Metrics:
  • Diagnosis of both positive and negative emotions (20 in total) across a high to low arousal continuum.
Impressions (open-ended)
What impressions are people left with about the brand/product?
Standout (open-ended)
What are the most memorable elements?
Assets (open-ended)
What distinctive branding properties did people recognize?
Can I see an example report for an innovation test?
Get in touch and we'll send through a real-life case study so you know exactly what to expect when commissioning a test with us.

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