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Prioritising winning ideas




Innovation is at the heart of most companies’ growth strategy. Deciding which
concepts to progress is critical, as significant investment is required at the product
development stage. But traditional approaches to selecting which concepts to
progress are flawed.

Identifying winning ideas for growth                         Doubling the accuracy of forecasts
Most screening methods focus on the concepts with            To predict incremental growth accurately, you need to
the highest trial potential, assuming ‘biggest is best’.     understand people as individuals – but traditional screening
This approach is fundamentally flawed, because the biggest   approaches are based on aggregate analysis. At TNS we
idea doesn’t always provide the best growth opportunity      have been modelling responses and creating probabilities at
– due to the value destroying menace of cannibalisation.     an individual level for over 20 years. This approach doubles
Concepts with high trial potential are often not the ones    the accuracy of our incremental forecast versus traditional,
that drive incremental growth for a company.                 average-based approaches.
Analysis of our database shows that in 40% of cases
companies should take different screening decisions
– once they consider the impact of cannibalisation.


                                                                                                 Follow us on


                   Innovation & Product Development                                  Concept eValuate
                   © TNS 2013
Precise development plans

Development guide                                      Growth                                         Topspin

Product expectations:
High quality                                                                     7                      45               50              55
                                                            50
Long-lasting flavour
                                                                                                     Uniqueness       Early            Excitement
                                                                      43
                                                                                                                      Adopter trial
Price point:
£1.49 perceived as good
                                                            35

Target
                                                            20
Potential incremental buyers
currently buy brands X and Y


Watch out

Slight weakness in clarity of message


         Incremental trial                Cannibalisation                  Bottom 50% benchmark                    Top 25% benchmark

         Bottom 50%                       50 – 25%                    Top 25%




Identifying and nurturing radical new ideas                                     World leaders in innovation
Research is often criticised for killing breakthrough innovation.               TNS has been helping clients grow by prioritising winning
Aggregate analysis, again, along with outdated metrics is the                   ideas for more than 30 years. We have more than 400
cause of this.                                                                  innovation and product development experts world-wide,
                                                                                working in a wide range of sectors and markets that are
Basing screening decisions on a measure of incremental
                                                                                totally focused on finding growth for clients.
growth identifies some of the more breakthrough ideas that
would traditionally have been killed off – but this is only part
                                                                                About TNS
of the story. You also need to prioritise the views of more
                                                                                TNS advises clients on specific growth strategies around
future-oriented consumers – Early Adopters. At TNS, by
                                                                                new market entry, innovation, brand switching and
identifying the winning ideas among this group and mapping
                                                                                stakeholder management, based on long-established
responses to our Early Adopter database of over 20,000
                                                                                expertise and market-leading solutions. With a presence
concepts, we can identify and nurture radical innovation.
                                                                                in over 80 countries, TNS has more conversations with
                                                                                the world’s consumers than anyone else and understands
Increasing speed to market
                                                                                individual human behaviours and attitudes across every
Concept eValute prioritises the new product ideas that will
                                                                                cultural, economic and political region of the world.
drive incremental growth early in the innovation process, and
helps to identify and nurture radical new ideas. But that is not                TNS is part of Kantar, one of the world’s largest insight,
all. It also uses a range of diagnostic tools to identify precisely             information and consultancy groups.
how to improve concepts to ensure success and increase
speed to market. It identifies the elements of concepts that
                                                                                                  For more information please visit our
most appeal through open-ended responses, highlighter tools                                       website tnsglobal.com or email us at
and understanding the elements that are likely to create buzz.                                    ipd.global@tnsglobal.com
Product development and targeting actions are summarised
in a precise plan for each concept.




                                                                                                                    Follow us on


                             Innovation & Product Development                                          Concept eValuate
                             © TNS 2013

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Concept e valuate summary_sheet_jan2013

  • 1. Prioritising winning ideas Innovation is at the heart of most companies’ growth strategy. Deciding which concepts to progress is critical, as significant investment is required at the product development stage. But traditional approaches to selecting which concepts to progress are flawed. Identifying winning ideas for growth Doubling the accuracy of forecasts Most screening methods focus on the concepts with To predict incremental growth accurately, you need to the highest trial potential, assuming ‘biggest is best’. understand people as individuals – but traditional screening This approach is fundamentally flawed, because the biggest approaches are based on aggregate analysis. At TNS we idea doesn’t always provide the best growth opportunity have been modelling responses and creating probabilities at – due to the value destroying menace of cannibalisation. an individual level for over 20 years. This approach doubles Concepts with high trial potential are often not the ones the accuracy of our incremental forecast versus traditional, that drive incremental growth for a company. average-based approaches. Analysis of our database shows that in 40% of cases companies should take different screening decisions – once they consider the impact of cannibalisation. Follow us on Innovation & Product Development Concept eValuate © TNS 2013
  • 2. Precise development plans Development guide Growth Topspin Product expectations: High quality 7 45 50 55 50 Long-lasting flavour Uniqueness Early Excitement 43 Adopter trial Price point: £1.49 perceived as good 35 Target 20 Potential incremental buyers currently buy brands X and Y Watch out Slight weakness in clarity of message Incremental trial Cannibalisation Bottom 50% benchmark Top 25% benchmark Bottom 50% 50 – 25% Top 25% Identifying and nurturing radical new ideas World leaders in innovation Research is often criticised for killing breakthrough innovation. TNS has been helping clients grow by prioritising winning Aggregate analysis, again, along with outdated metrics is the ideas for more than 30 years. We have more than 400 cause of this. innovation and product development experts world-wide, working in a wide range of sectors and markets that are Basing screening decisions on a measure of incremental totally focused on finding growth for clients. growth identifies some of the more breakthrough ideas that would traditionally have been killed off – but this is only part About TNS of the story. You also need to prioritise the views of more TNS advises clients on specific growth strategies around future-oriented consumers – Early Adopters. At TNS, by new market entry, innovation, brand switching and identifying the winning ideas among this group and mapping stakeholder management, based on long-established responses to our Early Adopter database of over 20,000 expertise and market-leading solutions. With a presence concepts, we can identify and nurture radical innovation. in over 80 countries, TNS has more conversations with the world’s consumers than anyone else and understands Increasing speed to market individual human behaviours and attitudes across every Concept eValute prioritises the new product ideas that will cultural, economic and political region of the world. drive incremental growth early in the innovation process, and helps to identify and nurture radical new ideas. But that is not TNS is part of Kantar, one of the world’s largest insight, all. It also uses a range of diagnostic tools to identify precisely information and consultancy groups. how to improve concepts to ensure success and increase speed to market. It identifies the elements of concepts that For more information please visit our most appeal through open-ended responses, highlighter tools website tnsglobal.com or email us at and understanding the elements that are likely to create buzz. ipd.global@tnsglobal.com Product development and targeting actions are summarised in a precise plan for each concept. Follow us on Innovation & Product Development Concept eValuate © TNS 2013