Resolving the Fundamental Problem in Marketing Innovation
Marketing innovation for new products, packaging and advertising suffers from a pattern of slow, incremental innovation with notoriously high failure rates. This is because traditional monadic idea-measurement tools have extremely limited capacity and thus dictate a serial, iterative approach.
IDDEA overcomes this limitation by enabling marketers to easily develop a robust space of idea variations, and then vet all of it. Our dynamic evolutionary algorithm engages target consumers in a survival-of-the-fittest process that finds the concepts with the highest market potential from virtually any size space.
Once identified, the top concepts can now be measured to quickly determine the next step. IDDEA II includes a comparative measurement of top concepts against relevant benchmarks, including competitors. We uniquely map concepts on two dimensions of purchase intent — breadth and intensity of appeal — for more clarity of an idea's potential for success.
With the fundamental problem solved, marketers can now be much bolder in their creative exploration. Adopt IDDEA in your standard innovation process for game-changing success rates and bigger ideas that get to market faster.
