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All about Idea screening

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What does idea screening mean?

Do you struggle with ideation sprints that deliver lots of great ideas but you lack the data to decide which ones to take forward? Do you recognise a tendency of discarding highly unique or even wild ideas too early in the innovation process? What if they were the future stars of your product portfolio?

 

Idea screening enables you to start broad, by ranking up to 30 ideas. This lets more voices be heard and allows more hypotheses to be tested.

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Why is idea screening important?

Idea screening gives you the chance to be braver with your ideas and not narrow down your routes too early in the process. That said, not all ideas are created equally. The results from idea screening allow you to prioritise product development activities, which to park and which to move forward with.

By screening your ideas, you won’t have to rely on a hunch - you’ll have real data on the most relevant ones. In this way, you’ll save time and resources by creating products with a much higher chance of success.

Trust in cambri

what our clients say

"We use Cambri extensively on a global level. It's quick, cost-efficient and flexible."

Dr Kevin Deegan

Head of Consumer Insight at Valio

“Our sprints have become shorter and we get results much faster.”

Rauni Strandman

Innovation Manager at Anora

"A new kind of agile and cost-effective way to gain consumer feedback."

Hanna Korhonen

Marketing Director at Cloetta

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When to use Idea screening

  • Prioritising the development pipeline.
  • Examining how the company’s product portfolio performs against competitors.
  • Estimating current demand shares within a category.
Get started today

Case Studies

Cambri under the spotlight

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Uncover the features your target market values most with MaxDiff

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Get the answers you need with Cambri's proprietary NLP solution
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Remove the gap between Qual and Quant with Cambri's proprietary NLP solution

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How to use Likert scales in concept testing to get valid results in 3 easy steps

If you need to get your hands on easy-to-interpret consumer insights, Likert scales are the go-to method for measuring consumer attitudes to your questions.

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Methods related to Idea screening

How does it work?

MaxDiff

MaxDiff helps identify consumer segments and why certain consumers are attracted to certain products. It uses an indirect questioning technique to ask respondents to choose their favourite from a subset of attributes and uses statistical modelling to estimate the utility respondents assign to each attribute.

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Union

Cluster Analysis

Segmentation helps identify homogeneous segments with unique preferences, as well as understand the interrelationship between needs or drivers. It allows you to uncover the preference of different attributes for a particular segment that may be different from the market as a whole.

Read more
Union

TURF Analysis

TURF is a method that can be used to gain insights about market potential and optimal portfolio strategy given limited resources, as it shows the incremental reach of adding an option to the existing portfolio.

Read more

NLP (Natural Language Processing)

Including open-ended questions in a survey can generate thousands of sentences to make sense of. But this isn’t a problem with Cambri’s proprietary NLP solution. In a matter of seconds, you’ll get an understanding of what consumers are talking about, and whether the sentiment is positive, negative or neutral.

Read more
Union

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Julia Neergaard Laursen

Innovation Projects Lead at Nestlé Nordics

“It has been very convenient that our copywriter has been able to use the results from Cambri to inform their work. As we now know what style of messaging works and does not work, we can tailor all of our brand assets accordingly.”

Sanna Dooley
Sanna Dooley

Chief Commercial Officer

“The best part of Cambri is that we get results very fast. It’s also cost-effective: we can get reliable results with a reasonable investment.”

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Anna Häkämies

Head of Product Development and Partner at Solar Foods

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