Market Research | Innovative Product Idea Test

Innovative Product Ideas Test (IPIT)

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Test several ideas for products or services and determine which of them will be more successful with your consumers, it is possible!

The Innovative Product Ideas Test allows you to identify winning concepts from a pull of product or service ideas to evaluate them with your end consumer, with its Choice Based methodology you will be able to identify characteristics of attractiveness, test intention, innovation, alignment with the brand and relevance, with a fast method, at low cost and without the limitation of the number of concepts to evaluate.

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Test several ideas for products or services and determine which of them will be more successful with your consumers, it is possible!

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Product Information

What includes? Methodology

AVS is an indicator of product development feasibility. It takes into account the market preference obtained by each of the products (Normed with the option: "None of the above") and the variables: Attractiveness, Innovation, Relevance for the consumer, Brand Fit and Trial. According to the final score the Products can be located in one of the following 4 zones: Success: + 90 To be Improved: 90/80 Low Viability: 80/60

Comparative Concepts Performance

AVS (Atlantia Viability Score)

Disruption Quadrant (Innovation vs Relevance)

Determines how innovative a proposal is in relation to what is relevant to the consumer. This analysis naturally differentiates products into four regions: Disruptor: Those proposals that are innovative and that are relevant to the consumer. Extravagant: Those proposals that are innovative. but that do not resonate with the consumer Common: Those proposals that satisfy a consumer need that are within the common Carente: Those proposals that are not relevant to the consumer and fall within the territory of the common.

Disruption Quadrant (Innovation vs Relevance)

Portfolio Fit Quadrant (Brand fit vs Trial Intent)

It determines how aligned with the brand a proposal is in relation to the consumer's intent to test. In this analysis, it naturally differentiates the products into four regions: Suitable: Those proposals that are aligned with the brand and that generate intent to test Redefinition: Those proposals that are aligned with the brand, but lack testing intent, need to communicate differently Out of range: Those proposals that are not well aligned with the brand and that generate test intent with the consumer Risk: Those proposals do not have good brand alignment and lacking consumer testing intent.

Portfolio Fit Quadrant (Brand fit vs Trial Intent)

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Individual Concepts Performance

AVS Viability Score
Trial Intent Score
Brand Fit Score
Relevance Score
Innovation score
Most Atracttive Elements (MAE)
Less Atracttive Elements (LAE)
Likeness Score

Incremental Analysis (Turf Analysis)

Identify market scope when the client wants to generate a pipeline of products to be developed.

Market Reach (2 Products)
Market Reach (3 Products)
Market Reach (4 Products)

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Sociodemographic Analysis

Analysis by Age
Analysis by Gender
Analysis by Socioeconomic Levels
Analysis by Region

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Additional profiling modules

Price Sensitivity Meter (Van Westendorp) & NMS

Optimal Price Point (OPP)
Indifference Price Point (IPP)
Point of Marginal Cheapness (PMC)
Point of Marginal Expensiveness (PME)
Price elasticity chart
Revenue vs. price chart

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Additional modules

Incremental Volume
Volume from your category
Volume from other categories
Volume from brands

Real contribution (not incremental) per product
Market Reach (2 products)
Market Reach (3 products)
Market Reach (4 products)

The Atlantia Search methodology for evaluating concepts uses Choice Based algorithms, a statistical technique that allows us to measure the value that consumers associate with a product idea. Each product concept is evaluated comparatively with other alternatives, generating scenarios and obtaining specific indicators on the preference and attractiveness of each product.

The data is analyzed in terms of preference, attractiveness, purchase intention and differentiation to calculate a viability score (Atlantia Viability Score AVS). Additionally, a TURF analysis exercise is carried out to measure the market reach generated by the product ideas. With a 100% automated methodology, it allows generating the experimental design in a matter of seconds and being able to launch it into the field in a matter of minutes.

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