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).