Evolving better concepts - How “Survival of the fittest” techniques can be combined with a choice-based consumer interface to deliver better concept scores

Michelle Gansle, Kevin Karty, Erin Breland and Gemma Tyson

Monadic concept testing has become an essential tool in stage gate processes to weed out risky product launches.

Evolving better concepts - How “Survival of the fittest� techniques can be combined with a choice-based consumer interface to deliver better concept scores

Kevin D. Karty and Erin Breland Affinnova Inc., United States

Michelle Gansle and Gemma Tyson Mars Foods, Netherlands

BACKGROUND – CONVENTIONAL INNOVATION PROCESS

Current innovation processes in consumer package goods and in other sectors often employ a stage gate process to manage risk in product introductions. The final stage of this process (the final “go/no-go” decision) typically relies on a volumetric projection that is based on a simulated test market (STM)...

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