Concept Development & Testing
Develop new products and services that grow portfolio sales and build your brand, by nurturing the right ideas.

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Our validated Concept eValuate suite helps you identify winning concepts with double the accuracy of traditional approaches. It helps you screen, optimise and nurture your concepts at every step of the journey. We identify the incremental growth for your portfolio and the impact on your brand equity.

Key features

Extensively validated

With proven links to sales, our approach doubles the accuracy of identifying concepts that will drive top-line growth.

Reliable, actionable direction

We have a global network of over 1,000 innovation experts and insights from a database of over 100,000 concepts.

Innovative solutions

We constantly innovate to reflect consumer reality, combining the latest Type 1 thinking and virtual reality technology.

More information

Concept eValuate identifies concepts with most potential and shows how to optimise them to maximise growth. With an extensive benchmarking database of over 100,000 concepts and predictive measures, it is proven to improve innovation success rates by 50%. Get results in as few as 24 hours with Kantar Marketplace, the automated research platform for marketers who want to test, learn and move faster.

Concept eValuate in context reflects the purchase experience, by simulating the choices people make with a realistic competitive environment to predict true in-market potential. By recording actual behaviour (clicks and basket adds) it measures people’s actions every step of the purchase journey, providing insights to help you optimise concepts for maximum impact on your brand and portfolio.

IdeaStock uses the principles of crowdfunding to get close to real-life choices and identify the true potential of innovative ideas. It accurately estimates the scale of opportunity and informs you how to succeed. It provides recommendations on the right audience, communication hooks and areas to strengthen for a successful launch. With results available in as little as a week, you can test multiple ideas simultaneously.


Innovation and product development on Kantar Marketplace 

Propel business growth with agile consumer feedback solutions built for every phase of the innovation and product development lifecycle.
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