An essential question in innovation is how well the new product will be accepted by the customer once it is launched. Measures are needed to detect opportunities in early innovation stages and to move the right ideas forward in the value chain. FMCG companies particularly need to hit the market within a very short period of time. This research evaluates different key performance indicators with regards to their strengths in predicting the success of a product idea. Subsequently, the best predictor is then taken as the object for a co-creation task to effectively shape and rework ideas early in the innovation process. The method unites qualitative and quantitative methods: consumer's crowd voice (let them talk) and interaction (let them play).