Measurement Dichotomy
The traditional method of measuring product concept appeal utilizes monadic techniques: simply asking consumers if the particular product were available, would they buy it.
This approach, however, shows new concepts in isolation, without the context of competitive alternatives. Discrete choice is gaining momentum for understanding concept differentiation and preference, but lacks the context of traditional monadic results.
Our solution to measurement provides the best of both. Concepts are initially measured monadically, and are then combined with other alternatives and benchmark concepts within a discrete choice exercise.
Results are charted on a two dimensional graph that measures the breadth of appeal on one axis, anchored by the intensity of appeal on the other.
Rather than referencing a historical database of concept performance, teams can benchmark the top concepts produced by optimization against active competition. This provides an accurate reflection of current market conditions rather than a comparison to past concepts, many of which never made it to market or are now discontinued or inactive.
