Green light the right concept in as little as 6 hours
Diagnose concept potential to activate consumers in-market. M/A/R/C Rapid Results scores concepts on Activation Potential, assessing individual concept strength across a series of key decision criteria and steering optimization through insightful diagnostics.
The key metric, an estimate of Activation Potential, is grounded in learnings from M/A/R/C’s ASSESSOR® forecasting methodology, proven to be predictive of in-market behavior.
Layer on additional analysis to investigate detailed strengths and weaknesses, concept substitutability, pricing strategies and the impact of varieties on concept appeal.
- Activation Potential & Key Drivers
- Concept Scorecard
- Activation Skews
- Concept Perceptions
- Concept Heat Map
- Open Ended Questions
- Price Sensor
- Line Item Analysis
Activation Potential & Key Drivers
M/A/R/C’s Activation Potential Score is comprised of a series of key indicators which reflect the behavioral and psychological process consumers go through when making a purchase decision. By filtering out the overstatement inherent in a single question like Purchase Intent, the Activation Potential score is validated to be more predictive of in-market behavior than any one single measure.
Get a thorough overview of individual concept performance, benchmarked against concepts within your category.
Find out who your concepts appeal to the most. M/A/R/C Rapid Results delivers additional insight on Activation skews to identify which demographics over or under-index in terms of Activation Potential.
Further diagnose the drivers and/or limiters of appeal through a series of perceptual attribute questions.
Concept Heat Map
Capture specific strengths and weaknesses of the concept description, messaging and image. Respondents select elements of the concept they like and dislike the most and provide reasons for their selection.
Open Ended Questions
Qualitatively assess each of your concepts to guide optimization.
Measure substitutability against key competitive products. Respondents select which alternative products they currently buy from your defined list of competitors before indicating the ones they would replace with your product.
Determine the price point that maximizes revenue by measuring consumer acceptance and purchase frequency across a range of possible prices.
Line Item Analysis
Understanding impact of varieties on the reach of the line starting with the most appealing item. This “stepwise” TURF approach begins with the strongest single item and adding to it at each step, the variety with the greatest incremental appeal until 100% of the overall line’s reach is achieved.