Prioritising winning ideasInnovation is at the heart of most companies’ growth strategy.Deciding which concepts to progres...
Precise development plans Identifying and nurturing radical new ideas              World leaders in innovation Research is...
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Prioritizing winning opportunities

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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.

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Prioritizing winning opportunities

  1. 1. Prioritising winning ideasInnovation is at the heart of most companies’ growth strategy.Deciding which concepts to progress is critical, as significantinvestment is required at the product development stage. Buttraditional approaches to selecting which concepts to progress areflawed.Identifying winning ideas for growth Doubling the accuracy of forecastsMost screening methods focus on the concepts with To predict incremental growth accurately, you needthe highest trial potential, assuming ‘biggest is best’. to understand people as individuals – but traditionalThis approach is fundamentally flawed, because the screening approaches are based on aggregatebiggest idea doesn’t always provide the best growth analysis. At TNS we have been modelling responsesopportunity – due to the value destroying menace of and creating probabilities at an individual level forcannibalization. Concepts with high trial potential are over 20 years. This approach doubles the accuracyoften not the ones that drive incremental growth for of our incremental forecast versus traditional,a company. average-based approaches.Analysis of our database shows that in 40% of casescompanies should take different screening decisions– once they consider the impact of cannibalization. follow us on Innovation & Product Development ©TNS 2013
  2. 2. Precise development plans Identifying and nurturing radical new ideas World leaders in innovation Research is often criticised for killing breakthrough TNS has been helping clients grow by prioritising innovation. Aggregate analysis, again, along with winning ideas for more than 30 years. We have outdated metrics is the cause of this. more than 400 innovation and product development Basing screening decisions on a measure of experts world-wide, working in a wide range of incremental growth identifies some of the more sectors and markets that are totally focused on breakthrough ideas that would traditionally have finding growth for clients. been killed off – but this is only part of the story. About TNS You also need to prioritise the views of more future- TNS advises clients on specific growth strategies oriented consumers – Early Adopters. At TNS, by around new market entry, innovation, brand identifying the winning ideas among this group and switching and stakeholder management, based on mapping responses to our Early Adopter database of long-established expertise and market-leading over 20,000 concepts, we can identify and nurture solutions. With a presence in over 80 countries, TNS radical innovation. has more conversations with the world’s consumers than anyone else and understands individual human Increasing speed to market behaviours and attitudes across every cultural, Concept eValute prioritises the new product ideas economic and political region of the world. that will drive incremental growth early in the TNS is part of Kantar, one of the world’s largest innovation process, and helps to identify and nurture insight, information and consultancy groups. radical new ideas. But that is not all. It also uses a range of diagnostic tools to identify precisely how to improve concepts to ensure success and increase speed to market. It identifies the elements of For more information, please visit concepts that most appeal through open-ended www.tnsglobal.com or contact responses, highlighter tools and understanding the Marta Pavan - Innovation & elements that are likely to create buzz. Product Product Development Practice Lead development and targeting actions are summarised marta.pavan@tnsglobal.com in a precise plan for each concept. follow us on Innovation & Product Development ©TNS 2013

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