Long live true innovation

Concept screenings may kill very innovative ideas too soon, because they use intangible norms or don’t fully get the potential of true innovation norms. That’s why we have hugely increased the diagnostic power of our quantitative screenings, thanks to a more precise analysis of the contribution of the single components of concepts (Insight, Benefit and Reason to believe) and with the full integration – also in the type of questions – with in-depth understanding