op′ti·mi·za′tion (-mĭ-zā-shən) n. The act of making as perfect or effective as possible. The act of making the most of.

Which of the ideas produced by your concept collaboration will resonate the most with consumers?

Most concept screening processes simply skip optimization: it’s too hard and can’t handle large collections of ideas. Instead, teams make ad hoc decisions about which aspects of ideas they think are best.

Concept optimization, on the other hand, relies on using consumer feedback to rapidly identify the optimal combinations of ideas. Instead of screening three to seven concepts through conventional market research, Affinnova uses online choice exercises powered by evolutionary search algorithms to have consumers evaluate an unprecedented number of concepts. The evolutionary search algorithm uses consumer input to rapidly find the top concepts in the innovation space, even if it contains millions or billions of concepts.

By finding the top concepts, concept optimization removes the need for the iterative modification and re-testing that is typical of conventional market research. While the innovation space produced from concept collaboration contains concepts of widely varying appeal, optimization enables consumers to rapidly identify those that are the best.

The top concepts identified in this way are preferred over starting point concepts by 60% more consumers, producing innovations with much greater in-market success. 

What makes our concept optimization solution unique?

Follow your optimization with concept testing.