Build stronger ideas before they reach market.
Early ideas need evidence before they become major investments. IMI's Innovation & Concept Testing helps brands understand whether new concepts are relevant, distinctive, clear, and capable of generating meaningful consumer interest.
By testing propositions, benefits, features, and alternative routes, we reveal which ideas have stronger potential and where refinement can improve the path toward development and launch.
What does an idea need to prove?
We help brands determine whether an idea solves something meaningful, feels different, communicates clearly, and motivates interest.
Relevance
Does the concept address a meaningful consumer need, problem, or opportunity?
Differentiation
Does the idea feel distinctive enough to stand apart from existing alternatives?
Clarity
Is the proposition easy to understand, and are the intended benefits communicated clearly?
Purchase Potential
Does the concept create enough interest and value to support consideration or trial?
Appeal
Uniqueness
Fit
Potential
Find the strongest route forward.
Promising ideas become stronger when consumer evidence is introduced early enough to shape development. Relevance, differentiation, clarity, and perceived value all influence whether a concept deserves further investment.
IMI helps identify which ideas show stronger potential, where propositions need refinement, and what changes can improve the path from early concept to market-ready opportunity.
The best ideas become stronger when evidence guides them before major decisions are made.
INNOVATION & CONCEPT TESTING
What we evaluate.
Concept Screening
Compare early-stage ideas to identify stronger routes based on relevance, appeal, differentiation, and consumer interest.
Proposition Testing
Evaluate whether the core proposition communicates a meaningful, credible, and motivating reason to choose.
Feature & Benefit Testing
Understand which features and benefits create the greatest value and which contribute less to the concept.
Concept Optimization
Identify specific opportunities to strengthen language, benefits, positioning, or execution before further development.
