The lens concept development suite can provide iterative learning
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SCREEN
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multiple platforms/ideas for relative value/interest. Prioritize where to invest for further
development.
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EXPLORE
- 3 to 5 ideas with diagnostics. Understand the relative appeal of characteristics, benefits, etc. and
build a strong bundle.
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OPTIMIZE
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the appeal of a single concept via comprehensive diagnostic iterations or a single assessment.
lens concept testing is self-norming
Concept scores are "self-norming" — the respondent establishes personal frame of reference via selection
of first and second favorites on a scale, imitating a real life market.
How lens works: Segmented Scoring of Prime Targets
A person who believes the concept is excellent, with great execution —your best audience — product or
service and believe it is the best solution for them.
Rating scores gauge the intensity of interest in the concept
How lens works: why
lens delivers unparalleled depth of information to assist your marketing decisions. Understand why your
idea wins, features/benefits for package call outs, and barriers to interest and acceptance.
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Driver Scores: Borderlines vs. Prime Target
provide the strength of key elements such as features, benefits or other communications that drive
acceptance of your idea.
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Rating sets:
provide dynamic ranking across benefits, claims, flavors and more –TURF analysis available
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Respondents' Verbatim insight:
comments, in their own language, unedited, provide additional insight into how they think or why
they rated your idea as they did.
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Identify Promotional Lift
based on current and promotional pricing
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Identify opportunities
validate and optimize concepts for launch
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Prime Target Profile
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Advanced Analytics
Volumetrics
Next Steps
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