Build Winning Innovations · Capability 03
Concept & Creative Evaluation
Validate and refine concepts and creative ideas before launch, so investment goes to the ideas most likely to succeed.
Questions this answers
- ?Which of our concepts has the greatest potential?
- ?What should we change to make this idea stronger?
- ?Which creative route best communicates the intended message?
- ?Which combination of ideas reaches the most consumers?
Overview
What Concept & Creative Evaluation gives you
Concept & Creative Evaluation validates and refines your ideas to ensure successful launches. We test product concepts, service ideas and creative routes with target consumers, measuring appeal and potential while diagnosing exactly what is working and what needs to change.
Evaluation is designed to guide decisions, not only to score ideas. Consistent measures allow concepts to be compared against each other and against past results, while open-ended and diagnostic questions explain the numbers. For larger portfolios, TURF analysis helps identify the combination of ideas that reaches the most consumers.
Methodology
How we approach it
Stimulus development
Concepts and creative routes are prepared in a consistent format so ideas can be compared fairly.
Quantitative testing
Monadic or sequential monadic online surveys measure appeal, uniqueness, relevance, believability and purchase intent.
Diagnostic deep dive
Highlighter exercises, open-ended feedback and follow-up IDIs identify strengths, weaknesses and points of confusion.
Portfolio optimization
TURF analysis and comparison against norms help select the concepts or routes to take forward.
Deliverables
What you receive
- Concept and creative scorecards
- Diagnostic report with optimization guidance
- Highlighter and verbatim analysis
- TURF portfolio analysis
- Go / refine / stop recommendations
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