Please upgrade your browser.

We use cookies to improve your experience on our website. By continuing to browse this website, you agree to our use of cookies. For more information, please refer to our privacy policy.

Innovation Testing

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

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

Evaluate
How does it perform?
Diagnose
What is driving performance? 
Optimize
How can performance be improved?
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 appeal

Performance Summary
The 3 C’s are the building blocks of effective marketing, diagnosing the behavioral and psychological drivers of decision-making.
‍
Metrics:
  • Cubery Rating: Captivate, Connect & Compel
  • Captivate: Attraction, Interest & Likeability
  • Connect: Fit, Cues & Uniqueness
  • Compel: Feeling, Difference & Persuasion
Attraction Diagnosis
Does it stand out and set itself apart?

Metrics:‍
  • Unique / Distinctive
  • Annoying / Irritating
  • Nice / Pleasant
  • Dull / Boring
Branding Diagnosis
Leveraging distinctive assets helps create instant recognition, while also building trust and credibility.
‍
Metrics:‍
  • Fit
  • Cues
  • Uniqueness
Impressions
Does it convey intended impressions about the brand/product?

Metrics:
  • ‍5 x tailored statements
Value & Pricing
We offer two options for testing price perceptions:

Value: Does the proposed price of the brand/product represent good value?
‍
Pricing: How much would people be prepared to pay for the brand/product? This identifies an acceptable range of prices using the Van Westendorp Price Sensitivity Meter.
Variant Appeal
How appealing are individual variants of the brand/product?

Metrics:
  • ‍Up to 10 x tailored variants
Innovation Testing metrics - Rational DiagnosisInnovation Testing metrics - Associations

‍Diagnose includes all Evaluate metrics, plus:

Rational Diagnosis
How persuasive is the information conveyed about the brand/product?

Metrics:
  • ‍New
  • Informative
  • Different
  • Believable
  • Relevant
  • Clarity
Likes
What aspects of it are people most positive toward?
(Open-ended)
Dislikes
What aspects of it are people most negative toward?
(Open-ended)
Associations
What 3 words would people use to describe the brand/product after seeing it?
(Open-ended)
Innovation Testing metrics - Emotion DiagnosisInnovation Testing metrics - Impressions (spontaneous)Innovation Testing metrics - StandoutInnovation Testing metrics - Assets

Optimize includes all Evaluate & Diagnose metrics, plus:

Emotion Diagnosis
What emotions does it make people feel? Diagnosis of both positive and negative emotions (20 in total) across a high to low arousal continuum.
Impressions
What impressions does it give people about the brand/product?(Open-ended)
Standout
What are the most memorable elements of it?
(Open-ended)
Assets
What distinctive assets do people recognize from it?
(Open-ended)
Feedback
What would people change to improve it or make it more appealing?
(Open-ended)

Deliverables

Online Dashboard

All your tests will be housed in an intuitive and easy-to-use dashboard, meaning historical data is never lost and always available at your fingertips.

Tailored Report

Our team of consultants will prepare a tailored report for your test, providing you with in-depth analysis, insights and recommendations.

pricing information

Not sure what solution is right for you?
We're here to help.

Get in touch

Our latest thinking

Innovation

Will Sparkling Ribena bring back the fizz to a nostalgic classic?

Innovation

Old El Paso pockets a win

Innovation

It’s pretty easy being cheesy: Cheetos Mac ‘n Cheese

Innovation

Will the re-release of Coca-Cola & Coffee jolt consumers into action?

Innovation

Arnott’s Tim Tam brokers free trade negotiations

Innovation

Are the odds STAX-ed against Doritos?

See more blog articles