Our dynamic algorithm mimics evolutionary principles to create a survival-of-the-fittest vetting process. Study participants are guided through a series of dynamically generated concept sets where they are asked to select the concepts that are most appealing. Each decision informs the algorithm which then affects the content of subsequent concept sets. This happens in real-time at the individual level, and across respondents to identify market-wide optimal ideas.
Identifying differentiated offerings for underserved markets is a powerful strategy but can be limited when traditionally defined segments are not homogenous in their needs or preferences. Our technology identifies Top Concepts that appeal to groups of respondents uniquely identified by their preferences rather than demographic or behavioral markers.