Innovation and Product Development
Concept / Idea Screening and Optimization
There is no better way to increase your chances of a successful product launch then starting with the best ideas. RTi has screened thousands of ideas and concepts. We have developed several unique measures and have introduced a new combination quantitative / qualitative technique, allowing for screening and optimizing almost simultaneously.
Concept Testing
When testing new product concepts, RTi is well qualified. We have vast experience testing concepts in-person, online, and over the telephone. The results of our concept tests are often used as inputs into widely used volumetric models.
Product Bundle Optimization / Construction Test®
Our proprietary, model-based measurement tool, Construction Test®, allows consumers to construct their preferred product or service bundle from an array of individual components. Unlike other analyses, Construction Test establishes the relationship between each respondent’s monadic ratings and his/her preferred product bundle, uniquely identifying which combinations of alternatives for each component fit together best.
Name Generation and Testing
Brand names are developed and evaluated through a series of “Creative Sessions” with market target respondents and then quantitatively tested using RTi’s unique, proven interviewing methodology to determine the strongest brand name on multiple factors. Most importantly, the name reflects the brand strategy.
For the pharmaceutical industry, RTi has developed a unique and specialized category of names, called Relational — Asymantic.
Promise Testing
A product’s or service’s positioning — or main reason for being — should reflect consumers’ needs from the category. At RTi, we test the various proposed key “promises,” collecting each promise’s expected impact on purchasing, as well as other differentiating measures, such as uniqueness and frequency of use.