Assessing new concepts to maximise development investment

Business Issue


Our client identified the key parameters on which customers assessed products during their purchase decision. In response to this, they looked to develop a new product which would better meet their needs.

With several key interdependent variables our client was keen to understand, at an early stage, the likely consumer reaction to a number of different products which could be manufactured.

Insitas Delivered


Category users were set a pre-task to immerse themselves in the category and product usage occasions, before reviewing each of the new product concepts.

From detailed analysis and discussion, Insitas provided a clear set of recommendations for each of the ideas tested – their likely success rate, strengths and weaknesses.

Actions Taken


Based on our recommendations, the client was able to make a strategic decision to progress development of the favoured new product design, dropping other initial concept ideas, to focus on the key priority variables.