Idea screening reduces (i.e., screens) many ideas (e.g., 15, 20, or more) into two groups: those worth pursuing vs. those that should be set aside. Ideas may be prioritized using traditional measures (i.e., purchase interest), or through more sophisticated statistical or volumetric projection analyses.
InnoProbe was retained by a widely recognized diet program to assess a range of new product ideas in the weight loss category. In particular, the ideas ranged from meal preparation kits to nutritional supplements to personal weight loss coaching and routine check-ins at a local franchise location. The results of the research identified several ideas within three subcategories, each one targeted to a different type of individual seeking to lose weight. In 30% of the cases, a prepackaged meal plan was the most desirable. In 50% of the cases, potential subscribers were most interested in having personal coaching along with a closely monitored dietary and nutrition program. The remaining 20% of respondents interested in weight loss were primarily focused on nutritional supplements and exercise. The company then re designed its programs around these three different models to maximize consumer appeal and sales potential.
Idea screening is not necessarily limited to testing ideas, but rather the construction of ideas. More specifically, if a company is interested in entering a market, one of the ways it can determine if consumer needs are not being met is to assess the desirability of features or benefits that are not currently offered. Benefit screening involves the exposure of these kernels” target consumers. Multivariate statistical analysis, such as factor analysis or regression analysis, are used to identify groups who are not having their needs met.
