03.3 · Build Winning Innovations
Concept & Creative Evaluation
Test concepts and creative before you launch — to understand appeal, clarity and likely impact, and to make them stronger.
Insight
Questions we help you answer
- Q1
Which concept or creative route is strongest?
- Q2
Is the idea clear, believable and different?
- Q3
What should we change to improve it?
Methodology
How we approach it
- 1
Design the test
Agree success measures and benchmarks for the decision.
- 2
Test
Evaluate concepts or creative with target consumers, monadically or comparatively.
- 3
Diagnose
Understand what drives appeal and what gets in the way.
- 4
Recommend
Give a clear go / improve / stop recommendation with specific fixes.
Methods we use
- Concept testing
- Creative pre-testing
- Qualitative diagnostics
- RSB Adwize →
Deliverables
What you get
- Concept or creative scores against benchmarks
- Diagnostic insight
- Optimisation recommendations
- Go / no-go guidance
Case studies
Case studies are on their way.
We're preparing published examples of our concept & creative evaluation work. Ask us for relevant experience in your category — we're happy to walk you through it.
More in Build Winning Innovations
- AI-assisted Co-Creation WorkshopsBring your teams and consumers together — with AI as a creative partner — to generate and shape new ideas quickly around real needs.
- Proposition DevelopmentTurn insights and ideas into sharp, compelling propositions — with the right benefit, reason to believe and price — ready for testing and launch.
- Product & Pack DevelopmentMake sure the product delivers on its promise and the pack wins at shelf — through product testing, sensory research and packaging evaluation.
- Neuro-enabled ValidationAdd implicit and non-conscious measures to validation research — to capture reactions people can't or won't put into words.
Talk to us about Concept & Creative Evaluation
Tell us about the decision in front of you and we'll recommend the right design, sample and timeline.