SobreCarreirasEntrar em Toluna Start
Entrar em contato

Innovate for growth

Planning to bring a new product or service to market? With Toluna’s Idea & Concept Testing solutions, you can screen, optimize, and validate your ideas and concepts to shape a go-to-market strategy that’s primed for success.

Product innovation is the key to staying ahead

It’s difficult to overestimate the importance of product innovation: it drives growth by creating new market opportunities, helps differentiate and diversify your business, and enables you to tap into new consumer segments. Consistent innovation ensures your brand stays fresh and relevant to customers.

Whether you choose to innovate or not, your competitors will – and could potentially steal your customers. To put it simply, innovation is no longer optional but essential to staying ahead of the game.

From ideas to innovation

Our Idea & Concept Testing suite helps you innovate successfully and drive meaningful impact. From idea & concept screening to optimization and validation, we offer solutions that are more predictive, actionable, and flexible than ever. This empowers you to identify opportunities for innovation, optimize product ideas, and drive sales at the point of purchase.

Our approach is grounded in the latest industry thinking and empirical evidence, inspired by thought leaders such as Byron Sharp, the Ehrenburg-Bass Institute, and Clayton Christensen’s Jobs-to-be-Done theory. Drawing from these schools of thought, we have developed a framework for measuring product innovation success across three key criteria:

Commercial potential to drive (incremental) penetration, value and/or frequency.

Ability to address challenges across three dimensions: functional relevance, emotional resonance, and social acceptance.

Achieve top-of-mind consideration in key purchasing situations by aligning with and owning relevant category entry points.

Our solutions

Our Product Innovation practice operates in two modes: formal and informal. The informal mode provides agile learning and optimization, helping you quickly refine ideas through iterative work. Our formal mode offers rigorous screening and validation to manage your innovation funnel and stage gate process.

IMMERSE

Our AI-powered mass qualitative solution that provides insights and inspiration through live online group discussions.

Concept testing on Toluna Start

An automated concept testing solution that helps identify winning concepts that are distinctive, credible, and drive purchase intent.

CLAIM

Identify the strongest claims among your target audience and across markets with this holistic claims testing solution.

CHOICE

Our conjoint suite for price, pack size, product features, and portfolio optimization.

SHADOW

SHADOW offers in-home concept-product and Central Location Test-based product testing.

IDEA

Test and rank your product/service ideas.

CONTEST

Validate new product concepts and inform your go-to-market planning.

Tailored approaches for every stage of innovation

In our Product Innovation practice, we see businesses innovating at scale and across the products & services spectrum. We categorize these innovations as one of three types:

CORE

Leveraging existing brands
within familiar categories

Risk-reward profile: LOW

Key marketing challenges:

  • Generating sufficient incremental volume, value and/or frequency
  • Ensuring positive impact on brand health and/or customer satisfaction

STRETCH

Taking existing brands  
into unfamiliar terrain

Risk-reward profile: MEDIUM

Key marketing challenges:

  • Informing choice of key target audience and occasion/need profile
  • Predicting brand fit and adoption (penetration) rate

BREAKTHROUGH 

Developing
new propositions

Risk-reward profile: HIGH

Key marketing challenges:

  • White space discovery
  • Knowing when the time is right
  • Informing the go-to-market strategy

Your marketing challenges and insights needs will vary with the nature of your product innovation, as does the risk-reward profile. Our solutions – and the interpretation of results – are tailored to these various types of innovations.

What makes our approach unique

Our approach to product innovation research is distinct in many ways:

  • Consistent execution of projects among the widest possible audience.
  • The level of sophistication of idea/concept presentation and the alignment with how it is taken to market.
  • A strong focus on penetration measurement, including through behavioral simulation.
  • Innovative quantification of the level of incrementalism or cannibalization.
  • Develop strategic and operational action plans to strengthen your brand positioning and maximize impact.
  • Diagnostic assessment of the fit with relevant category entry points.
  • Assessment of the extent to which new ideas and concepts are ‘overcoming a struggle’ functionally, emotionally, and socially Flex modules can be bolted onto a test to inform the go-to-market strategy.
  • Easy-to-read traffic-lighted analysis revealing success drivers and barriers.
  • AI-infused solutions that deliver revised concepts based on results.
  • Recommendations based on intelligent benchmarking that is transparent and relevant.

Read more in our blog

Immerse demo video

Read more

The Gen Z and social media equation (INSPIRE)

Read more

Asahi International drives engagement and purchase with stand-out pack redesign guided by AI-powered insights (IMMERSE)

Read more

We help you innovate successfully better and faster than ever before.