TRANSCEND
Of course you need to have great ideas to succeed, but the screening methodology used is just as critical. Failing to understand the strengths/weaknesses of each idea relative to cognitive impact can mean overlooking the most powerful idea, mismanaging the chosen idea, or even chasing the wrong idea. SPARK Multi-Cognition Research® goes beyond thoughtful “System 2” reasoning of traditional idea screening to also capture consumers’ “System 1” Impulse and Emotion – critical drivers of success in today’s hyper-competitive marketplace.
STATUS QUO
Conventional idea screening is one-dimensional, based solely on rational “System 2” reactions, which are only part of how consumers think and act to guide their purchase decisions.
Newer “System 1” neuro techniques – while useful for some challenges – just aren’t practical for screening lots of new ideas, in some cases lack the base sizes and efficiencies of online studies, and don’t offer the sensitivity to discriminate between the somewhat-similar stimuli that often need to be tested.
APPLICATIONS
SPARK was developed in partnership with an industry-leading cognitive scientist, and optimized using more than 40,000 consumer responses, to capture Impulse, Emotion, and conscious Reflection on any collection of short stimuli:
Early-Stage Product Ideas
Packaging Concepts
Digital and Print Ads
Claims, Benefits, and Insights
Logos and Taglines
Point of Purchase Materials
Designs
ADVANTAGES
A more real-world evaluation of ideas, the way consumers make decisions.
A more efficient way to gather System 1 reactions in an online environment that provides greater flexibility and sensitivity to discriminate among and predict the best performers.
This proprietary methodology has been shown to be significantly more predictive than traditional screening on Purchase Intent, Relevance, etc.
PERFORMANCE
Ideas with higher SPARK scores are:
4x more likely to generate high engagement
2x more likely to generate high sales