3. CONTEST © Your Concepts Screen, Optimise, Validate CONTEST ©

7. MaxDiff takes respondents through repeated choice tasks where they select the most and least compelling ideas ‘ Please indicate which idea you find most desirable to have installed in your new car and which idea you find least desirable to have installed in your car’ CONTEST ©

8. MaxDiff offers a variety of outputs, including rank orders and opportunity maps and can also be used as a basis for segmentation CONTEST © New Crisp Flavor Appeal Total Current users Non-users Ginseng-Oregano 15.3 10.3 19.1 Pizza-Salami 13.7 13.1 18.2 Cheese-Bacon 12.5 17.8 9.7 Tomato-basil 12.1 14.2 11 Garlic-Pepper 9.9 11.1 4 Sateh-Curry 9.5 8.5 6.5 Pine nut - Spinach 9.3 5.6 8.3 Goat cheese - honey 8.2 4.3 7.5 Vinegar 6.2 9 8.9 Sushi-Salmon 6.1 3.2 9.1 Barbeque-Pepper 5.8 4.5 3.2 Tofu-Seaweed 5.6 7.2 3.8 Horseradish 5.6 6.4 5 Cucumber - Yogurt 4 5.2 4.8 Choco-Cream 2.1 3.3 4.1 Segment 1: Natural flavor lovers Index Ginseng-Oregano 170 Pine nut -Spinach 153 Goat Cheese -Honey 142 Tofu-Seaweed 139 Radish 125 Segment 2: Bold flavor lovers Index Pizza-Salami 150 Sushi-Salmon 130 Garlic-Pepper 125 Sateh-Curry 121 Choco-Cream 119

10. niche mass SIZE The extent to which I can identify with the insight URGENCY Need of resolution Nice to have Must have The first component that we typically look at is the insight Insight5 Insight4 Insight3 Insight8 Insight7 Insight6 Insight1 Insight2 Insights are evaluated against the three core dimensions that determine their commercial strength (size, urgency, frequency) INPUT OUTPUT CONTEST ©

11. The basic idea is also creatively evaluated using the marker tool with prompted open-ended motivation of the highlights The Marker Tool combined with open-ended prompted motivation helps to identify key drivers and barriers, which is used to further optimize the description INPUT OUTPUT CONTEST ©

12. Associative techniques are used to map perceptions around the perceived emotional benefits and positioning of the idea INPUT OUTPUT CONTEST ©

13. The dot-technique (with prompted open-ended motivation) is used for the evaluation of initial product and packaging visuals Easy to bring along to the office for lunch Good portability The colour clearly indicates this is girls only I like pink – it makes a statement The name – it tells me it is good for my body. Faster calorie burn – that’s brilliant Now I don’t have to feel guilty for not exercising Why is she sweating under her armpits. Does this beverage make you hot? In that case, I’ll buy it! Always difficult to open these plastic caps Miss Goodbody? Miss Fatbody you mean. How can yogurt make you loose weight? Come on… Good portion size CONTEST ©

14. The optimization effort can coincidence with a prioritization or screening effort if multiple concepts are being reviewed CONTEST ©

22. End Slide CONCEPTCRAFTER© New Product Development & Innovation UK Contact : Chris Kingsland + 44 (0) 20 3178 6277 Direct + 44 (0) 7958 332 764 Mobile [email_address]