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)...