- What is it?
Short and quick quantitative studies that help shortlist ideas using consumer feedback on differentiation vs usefulness, and other relevant attributes
- When is it used?
Ideally, screeners are done early in the process of developing products, packaging or communication – specially, when there are more than a few good ideas to be developed.
- What are the benefits?
Doing Idea Screeners early in the marketing process helps reduce risk of failure significantly, and allows resources and effort to be focused on the best idea(s).