“Will you switch?” is our key screening question.
 

Innovation success occurs when target users confirm they will switch from what they use now to your superior solution.
 
 

Concept screening

A traditional go/stop quantitative consumer concept test that utilizes GC’s proprietary switching framework and screening criteria to help confirm superior initiatives worth developing.
 
GC works within each client’s concept testing system to design the optimal test, write the questionnaire, analyze the data and develop a go/no-go recommendation based on these key criteria:

  • 1) Have we developed a “switching strategy statement” that is clear and compelling?
  • 2) Does the survey data confirm a sizable, cohesive set of users who identify with the key problems/wishes we set out to address with our concept (i.e. do we see our expected target in the data)?
   Growth Catalysts - Switching strategy framework
 
  • 3) How many users who identify with the need look like “possible lovers” in their ratings of our concept? How does this translate into a “Potential Trier Pool” for the U.S. population? Does this “pool” look sizable enough?
  • 4) Finally, how do our concept scores compare against relevant benchmarks among total respondents?
 
 
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