A major food & beverage brand · new-concept screening
Not just the highest-scoring concept: directions worth building, with a clear answer for what to change next.
Internal workshops produced 30 new-product concepts across multiple innovation briefs. The challenge was not only volume. The team could not decide with subjective votes or a single score: it needed one consistent decision standard, a fast way to identify real potential, and clear optimization evidence for every concept moving forward.
Every step reproducible
- 01
Define what “promising” means first
The team prioritized measures including appeal, purchase intent, credibility, comprehension, need relevance and novelty, then agreed the next action attached to each performance level.
- 02ezTalk
Design an interference-free exposure path
Concepts were organized by innovation brief. Each participant evaluated only one concept from a given brief, avoiding within-brief comparison bias while preserving sufficient sample for every concept.
- 03ezTalk
Pair scores with 300 consumer voices
The same study collected comparable quantitative ratings and open feedback, showing both how concepts performed and why consumers were persuaded or hesitant.
- 04
Turn every concept into a next action
Performance was summarized by brief, then each concept received Keep, Revise and Watch out guidance: what value to retain, what expression to change and what risk to monitor.
- 30组new-product concepts screened against one success standard
- 9个innovation briefs managed in one study design
- 300人target consumers provided comparable scores and open feedback
- Keep / Revise / Watch outevery winning concept received explicit optimization and risk actions