Description
Discover your concept’s odds of success.
Merwyn Concept Testing evaluates ideas by benchmarking versus 50 +/- success factors are evaluated. Each have been validated as predictive of marketplace results with direct links to marketplace success. A set of 5 raters as well as a “computer reading” evaluate each factor relative to predetermined benchmarks. Each rater scores only the presence or absence of each success factor. The Merwyn computer model assigns the weight and importance to each factor to generate an overall probability score. The Merwyn score is translated into a trial rate that is adjusted downward based on the assumed level of distribution and awareness. Research indicates that Merwyn Concept Testing is 7 times smarter than project leaders when evaluating concepts probability of success as it has no emotional connection or bias.
Research has validated Merwyn Concept scores versus AcuPOLL, BASES, Direct Mail Response Tests and other test systems in the USA and Internationally. It’s important to note, that Merwyn is an overall measure of the odds of sustained success – it is NOT a simple measure of purchase intent. The closest analogy to the Merwyn concept score is called “Meaningful Difference.” This is most closely replicated in classic concept research through a blended score that incorporates 60% Purchase Intent and 40% New and Different perception.
Comparison of truth teller Concept results to high precision Information Resources scanner data finds significant correlations with % trial, purchase frequency, percent repeat purchase and $/1000 customers. Impressively, these correlations are raw data to raw data i.e. they are not corrected for differences in marketing support and results