Abstract:

With large companies committed to organic growth, innovation is once again central to their mission and the need for concept screening and testing greater than ever. These companies face huge budget pressures while maintaining the 'consumer's voice' in the innovation process. A 'Moore's Law' of ever-increasing capability-to-cost in MR remains an unobtainable dream of client-side research directors. Why not mix the latest online technology with creativity and challenging orthodoxies, and invent ways to test more concepts, with more consumers, without compromising quality, with less time and money than current approaches?