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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 3 C’s are the building blocks of new product innovation success and are key to developing ideas which endure.
The 3 c's 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.

Garnier Shampoo Bars was a response to growing consumer concern 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 presented in a way that’s instantly recognizable on-shelf.

Cheetos Mac ‘n Cheese used iconic “Chester Cheetah” to build fluency, along with “Cheese” being a common thread.
Cheetos case study

Compel

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

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

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?

How it works

1. Configure

Configure your test and customize your target audience by completing a briefing form and emailing us.

2. Launch

We’ll review your brief before pushing the testing live. Respondents will start completing your survey in real-time.

3. Results

Results will be immediately available in your online dashboard once the target quotas have been met.

4. Insights

A tailored report will be prepared by our consultants, providing in-depth analysis and recommendations.

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 appealInnovation Testing metrics - Variant appealInnovation Testing metrics - Variant appealInnovation Testing metrics - Variant appeal

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

Metrics:‍
  • Unique / Distinctive
  • Annoying / Irritating
  • Nice / Pleasant
  • Dull / Boring
Branding
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 for Money: Does the proposed price of the brand/product represent good value?
‍
Van Westendorp: 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
Name & Packaging Appeal
How appealing is the name and packaging of the brand/product?
Occasion/Usage Suitability
How suitable is the brand/product for individual occasions/uses?

Metrics:
  • ‍Up to 10 x tailored occasions/uses
Cannibalization
Will claimed purchase of the brand/product be in addition to current repertoire, a replacement, or rejected entirely? This is asked at a masterbrand and category level.
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:
  • Clarity
  • ‍New
  • Informative
  • Different
  • Believable
  • Relevant
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
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?
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