New Concepts, Ideas & Value Props
At each stage of development, there’s need to check-in with reality, i.e. is this needed / wanted, is this differentiated, does this serve a purpose / provide value, and is it worth making a change?
Addressing these questions quickly and early allow for rapid iteration to improve chances of in-market success.
Working with F'inn:
Traditional Research:
Test concept / idea in isolation, not in a competitive or realistic context
Greater realism of buying journey, including complacency and JTBDs
Overfocuses on rational vs. emotional motivations
Understand emotional response to idea / concept and reasons why
Focus on products / services vs. early ideas or JTBD
Allow for rapid fire testing of ideas at early stage vs. fully developed product / service
Hard cut-offs based on metrics
Focus on iteration vs. elimination
Our Way of Working
Role of AI
Our MOTIVE tool is attuned to uncover the drivers behind people’s choices, from both a psychological and an observable standpoint. Within each identified user group, our AI-based analytics can identify tight, hyper-targetable sub-groups who are most enthusiastic or resistant to the new idea / concept, etc..
Leveraging our DNA in forecasting, we have been able build market sizing into the output, which can support business case modeling or resource prioritization, again all in the matter of days vs. weeks.
People First
Concept testing is part of market research and consumer insights’ origin story. However, over time, it often became more about the metric and the process and forgot about the people who they are trying to reach / attract.
We’ve redesigned the surveys to capture greater context around people’s lives and the reality in which new products and services are introduced. We know people will always favor the known vs. the unknown, so adoption is more than ‘do they like it’; it must incorporate their motivations to change, understand the moments / occasions when people are most open to new ideas, and uncover the hesitations or barriers.
Case Study:
The Impact
This much more actionable approach shortened timelines, prioritize efforts, streamline product roadmaps and sharpen go-to-market strategies via rapid iteration.
We now utilize our proprietary AI tool, Abacus, to include advanced analytics within a 2-3 day turnaround.
Our Approach
This market exploration included:
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Integrating anticipated usage behavior
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Incorporating communication
elements
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Utilizing our self-developed AI tool, MOTIVE, to define target audiences based on motivations and drivers.
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Including metrics focused around level of urgency, rational and emotional purchase drivers and purchase decision process
The Ask
One of our clients wanted a programmatic approach to concept testing for new devices and services. The goal was to an easily replicable and interpretable approach to help make objective decisions.
