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.
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.
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what our clients say
"We use Cambri extensively on a global level. It's quick, cost-efficient and flexible."
Head of Consumer Insight at Valio
“Our sprints have become shorter and we get results much faster.”
Innovation Manager at Anora
"A new kind of agile and cost-effective way to gain consumer feedback."
Marketing Director at Cloetta
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.
Cambri under the spotlight
Uncover the features your target market values most with MaxDiff
This scientifically rigorous research method helps determine which new flavours, scents or features consumers will be most excited about so you can rank your priorities.
Remove the gap between Qual and Quant with Cambri's proprietary NLP solution
Consumer open-ended responses are a goldmine when it comes to insights. Cambri NLP solution quickly analyses thousands of responses so you can amplify innovation effortlessly.
Methods related to Idea screening
How does it work?
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.
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.
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.
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.
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“We use Cambri to quantify the results we get from a focus group, to test packaging designs, identify how a product would best be introduced to the market, and much more.”
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.”
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.”
Head of Product Development and Partner at Solar Foods