Filter Ideas Fast, Invest in Winners
Concept screening is the first quantitative checkpoint in the innovation pipeline. When you have more ideas than budget, screening tells you which concepts deserve deeper investment and which should be set aside — quickly, cost-effectively, and with consumer evidence.
How Concept Screening Works
We expose consumers to brief concept descriptions (text, visuals, or short-form stimuli) and measure appeal, relevance, uniqueness, and purchase interest using efficient designs that handle high concept volumes without respondent fatigue.
Screening Methodologies
- MaxDiff — forces trade-offs to produce a true ranking of concept appeal
- Monadic grid — rates each concept on key metrics independently
- TURF analysis — identifies the optimal set of concepts that maximises total unduplicated reach
- Kano model — classifies concept features as must-have, performance, or delight
From Screening to Testing
Concept screening feeds directly into full concept testing. The top performers from screening move into deeper evaluation where we measure a full battery of diagnostics including purchase intent, price sensitivity, target fit, and competitive differentiation.