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Improve innovation success rates by leveraging past concept tests

Improve innovation success rates by leveraging past concept tests
Generating Insights 2min

Improve innovation success rates by leveraging past concept tests

“In the past, concept tests were always seen as disposable – ‘okay, this concept didn’t work, so let’s get rid of it and move on to something else’. Five years later, a new brand manager proposes what they think is a ‘new’ concept without knowing it was discarded in the past. Even worse, there’s no way anyone would know why it was discarded”.

Maria Gomez Soler, Newell Brands.

Does this sound like an all too familiar problem? All too often, we hear that concept tests and the valuable insights they provide are discarded instead of being re-used to inform future decisions.

Concept tests are all about what happens next;

  • Did the idea pass through the gate?
  • How did it score against the actionability standard?
  • What did we learn from feedback along the way?

Market Logic’s clients use innovation libraries to trawl past concept tests as a source of inspiration for the front end of ideation, by quickly sourcing valuable insights from past ideas.

For example, a marketer can query, “what concepts did we ever explore about creativity and school holidays?” and instantly see every concept that was ever tested on that topic. Search results show the type of concept (product, pack), theme, a one-liner that appeared on the board and actual KPIs.

Marketers simply click on the concept board that was tested to review learnings. The feedback from the test is immediately available to explain the sub-text and aha’s that help you improve when you try something similar. That’s feedback that would typically be discarded.

At Newell Brands, Maria sees a remarkable difference with her concept library;

“Now we have a repository where we can see the results from every single concept test. We know whenever a concept works or doesn’t. If it doesn’t, we try gather all the learnings from it to guide future ideation. If it does work, we make sure we know what made it successful and apply those learnings to future processes. Many times we go back to the original concept and learn more. It’s really helpful because we can see there’s a lot to be learned from concepts, even those that failed.”

Knowledge is power, but the right knowledge is invaluable. Leveraging research that has already been conducted in the past can not only allow for a large amount of cost saving but also allows for organizing your concept tests.

Our software allows for an inspirational search experience giving way to learn from past successes and failures to improve innovation success rates.

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