Concept Screener

Identify which of your FMCG or CPG concepts offers the most potential to engage your target audience.

Concept Screener prioritizes which concepts are most likely to succeed, so can confidently move forward to the next stages of FMCG innovation development.



Method Process

We prioritize tried and tested success criteria to make sure we progress concepts that deliver your strategic aims.

With the flex to tailor to your needs, you can be sure of:

  • Clear relative standing of all concepts tested
  • Performance of Key Measures for potential and cut through
  • Expectations of benefits and product delivery and usage, to guide future product development and ensure brand fit
  • Indication of pricing expectations
Concept Screener Output

Concept Screener harnesses MMR’s vast expertise in concept testing and development, to gain focused consumer feedback, prioritize winning routes and inform next steps.

We avoid reliance on direct measures. Instead we dig deeper to make sure we capture the extent of what new concepts are communicating to consumers.

We’ll agree key metrics and success criteria up front. It means we’ll only recommend concepts with potential to deliver your strategic objectives (removing limitations from a one-size-fits-all approach to concept screening).

Our tailorable survey encompasses holistic concept assessment, meaning you’ll have a full understanding of all the factors that could influence in-market success.

Concept Screener Benefits

We balance speedy automation with expert research knowledge. The result? A slick approach that is optimized for your objectives and category, with recommendations which facilitate action.

If you’re looking for the nuts and bolts:

  • Incomplete sequential monadic design, with 75 or 150 in-depth reads per concept
  • Flexible sample (10% incidence rate and above)
  • Online consumer panel recruitment and survey for speed and cost efficiencies
  • Typically used for up to 7 concepts (we recommend including at least 1 benchmark) but can be extended
  • Analyzed report with recommendations, summary and a debrief call
Concept Screener Method Process

Investment from:

incidence rate
£3900 | $5500 | €4550
incidence rate
£4900 | $6900 | €5700
incidence rate
£5300 | $7400 | €6150

Optional extras at cost include:

  • Extra MaxDiff exercise - £750 | $1050 | €870
  • TURF Analysis - £750 | $1050 | €870
  • 3 extra ‘simple’ questions (e.g. statements, attributes) - £500 | $705 | €580
  • Competitive pricing analysis - £750 | $1050 | €870
  • Subgroup analysis - £450 | $635 | €525 per subgroup
  • Qualitative VoxPops - from £3000 | $4230 | €3500

Think this tool is the one for you?

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