Why is idea screening important?
Idea screening gives you the chance to be braver with your ideas and not narrow down your routes too early in the process. That said, not all ideas are created equally. The results from idea screening allow you to prioritise product development activities, which to park and which to move forward with.
By screening your ideas, you won’t have to rely on a hunch - you’ll have real data on the most relevant ones. In this way, you’ll save time and resources by creating products with a much higher chance of success.
When to use Idea screening
- Prioritising the development pipeline.
- Examining how the company’s product portfolio performs against competitors.
- Estimating current demand shares within a category.
Case Studies
Cambri under the spotlight
Methods related to Idea screening
How does it work?
MaxDiff
MaxDiff helps identify consumer segments and why certain consumers are attracted to certain products. It uses an indirect questioning technique to ask respondents to choose their favourite from a subset of attributes and uses statistical modelling to estimate the utility respondents assign to each attribute.
Cluster Analysis
Segmentation helps identify homogeneous segments with unique preferences, as well as understand the interrelationship between needs or drivers. It allows you to uncover the preference of different attributes for a particular segment that may be different from the market as a whole.
TURF Analysis
TURF is a method that can be used to gain insights about market potential and optimal portfolio strategy given limited resources, as it shows the incremental reach of adding an option to the existing portfolio.
NLP (Natural Language Processing)
Including open-ended questions in a survey can generate thousands of sentences to make sense of. But this isn’t a problem with Cambri’s proprietary NLP solution. In a matter of seconds, you’ll get an understanding of what consumers are talking about, and whether the sentiment is positive, negative or neutral.
Quotes
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“We use Cambri to quantify the results we get from a focus group, to test packaging designs, identify how a product would best be introduced to the market, and much more.”
Julia Neergaard Laursen
Innovation Projects Lead at Nestlé Nordics
“It has been very convenient that our copywriter has been able to use the results from Cambri to inform their work. As we now know what style of messaging works and does not work, we can tailor all of our brand assets accordingly.”
Sanna Dooley
Chief Commercial Officer
“The best part of Cambri is that we get results very fast. It’s also cost-effective: we can get reliable results with a reasonable investment.”
Anna Häkämies
Head of Product Development and Partner at Solar Foods