JDE
Sprint concept testing for new JDE coffee concepts.
Case information
Sprint concept testing helped JDE to quickly test, compare, and further develop new coffee concepts. With real respondents, launch scores, index scores, and qualitative input, a clear direction for the innovation process emerged quickly: go, refine, or no go.
Sprint concept testing in FMCG.
Speed is essential in the FMCG market. Concepts must be evaluated quickly, but at the same time, you want to be certain they align with what consumers recognise, value, and want to try. That is why JDE chose an approach that combines speed with consumer insight. First, multiple coffee concepts were tested and compared. Subsequently, the most promising concept was further developed using a full concept screener and qualitative input.
The question
How can JDE rapidly develop new coffee concepts while accurately determining which ideas have the most potential?
JDE had a large number of concepts that needed to be evaluated in the initial phase. Consequently, there was a need for an approach that provides quick top-line conclusions and helps in making a clear selection.
Furthermore, the approach had to be applicable within the NPD cycle. The research, therefore, had to not only provide scores but also offer direction for further development.
The challenge
Evaluating new concepts requires more than just a first impression. A concept may seem attractive, but ultimately it is also about relevance, credibility, brand fit, purchase intent, and expected chance of success.
Therefore, JDE wanted to know which concepts were strong enough to be developed further. Moreover, it had to be clear which concepts needed sharpening and which were better off being discontinued.
The challenge also lay in the volume of concepts. With a large number of ideas, it is important to gain a quick overview without losing sight of the consumer.
The approach
We used a semi-monadic, quantitative approach with real respondents. This allowed multiple concepts to be tested efficiently, while each concept was evaluated in a clear manner.
A launch score was calculated for all concepts. This launch score helped to draw quick top-line conclusions. Additionally, index scores were used based on a relevant benchmark for non-alcoholic drinks.
Buying intention was a key KPI. Subsequently, we examined how other factors influenced this, such as appeal, relevance, uniqueness, believability, brand fit, anticipated success, and appreciation.
The launch score was divided into three clear groups:
- top 30%: go;
- middle 40%: refine;
- bottom: no go.
Afterwards, JDE selected a winning concept from the first phase. That concept was further developed with a full concept screener, monadically tested, and enriched with qualitative input via open-ended answers.
In addition, the dashboard provided a quick overview. JDE was positive about the intuitive dashboard, the launch score, and the AI heatmap summaries in Forsta.
<span data-metadata=""><span data-buffer="">the result
<span data-metadata=""><span data-buffer="">What were the results?
Sprint concept testing gave JDE rapid insight into which coffee concepts were promising. The launch score made it clear which ideas could proceed, which required sharpening, and which had less potential.
The benchmark also helped to put the concepts into perspective. This made it clear how the concepts performed relative to relevant comparison data within non-alcoholic drinks.
The second phase provided more depth for the winning concept. With the full concept screener, open-ended answers, and qualitative input, JDE gained a better understanding of how consumers evaluated the concept and where further development was needed.
Consequence of the result
how the insight led to action.
Faster decision-making in the innovation process.
JDE saw which concepts could proceed, which required refinement, and which were less promising.
More focused progress in the NPD cycle.
The insights gave direction to further development and provided concrete starting points for subsequent steps.
In practice.
How did Sprint concept testing work for JDE?
JDE tested multiple coffee concepts using a semi-monadic, quantitative approach. The concepts were then evaluated using launch scores, index scores, and consumer insights.
What is a launch score?
A launch score helps to quickly determine if a concept is promising. In this case, the score was used to categorise concepts into go, refine, or no go.
Which KPI was important in this case?
Buying intention was a key KPI. In addition, factors such as appeal, relevance, uniqueness, believability, brand fit, anticipated success, and appreciation were examined.
What happened after the initial selection?
JDE chose a winning concept from the first phase. That concept was then further developed with a full concept screener, monadically tested, and enriched with qualitative input from open-ended answers.
What did the collaboration achieve?
The collaboration provided JDE with a quick overview, clear choices, and further direction within the NPD cycle.
Want to know more about Sprint concept testing?
Do you want to determine which concepts have potential more quickly? Please contact us. We can then look at how Sprint concept testing can accelerate your innovation process.
