Quantitative evaluation of insights and breakthrough opportunities
Reasons for evaluating insights and breakthrough opportunities
Testing insights enable teams to prioritise their innovation pipelines and allocate their efforts (mobilising skills, managing time and budgets for prototyping and testing) to the most promising pathways to launch before competitors and at the lowest development cost. Innovation teams often have multiple consumer insights at their disposal, and the question is which ones to use as a basis for thinking about solutions.
Setting up the evaluation process
Our quantitative screening of insights allows us to identify the territory of opportunity for each insight and to pinpoint the corresponding playground as early as possible in the value chain. Teams can then arbitrate their choices with full knowledge of the facts and properly size their industrial project.
As a general rule, we recommend working with a relatively open sample of consumers in order to determine the existence of a core target a posteriori, without biasing the approach by too many prior restrictions.
Each insight is tested against different KPIs. Using two of these KPIs, we make an initial mapping that allows us to identify the type of industrial project to which each insight corresponds.
Then, for each insight, we determine the profile of its core target (thanks to an ad hoc mini U&A questionnaire included in the interview).