Idea screening

Most organisations suffer from a surfeit of new ideas and do not know how to prioritise them. Quantitative idea screening enables us to identify those ideas which generate the greatest interest and the greatest potential for future development.

The objective of quantitative idea screening is to identify which ideas are worth nurturing and developing. Idea screening often involves testing a large selection of different ideas and themes and therefore it is important to ensure that this is conducted as cost effectively and efficiently as possible. We therefore conduct most of our idea screening online.

The ultimate objective of the screening exercise will be to determine the overall interest in an idea and whether any segment of the population find it particularly appealing. Prior to the survey taking place we will establish the threshold a new idea needs to achieve in order to prevent them being eliminated. The survey will also establish the level of uniqueness associated with the new idea and/or whether it would generate any switching behaviour.

The survey also has a diagnostic element which enables respondents to give topline feedback on what they consider to be the pros and cons of the new idea. It is therefore possible to reshape ideas and retest their appeal rather than just eliminating them.