After concept screening, when the aim is to validate consumer appeal amongst product field users and other target groups and when feedback is needed on various mix elements such as price, packaging, name etc plus diagnostics on when and by whom the new product would be used.

The technique employs both rigour (to produce norms) and flexibility to achieve greater consumer understanding (using MindReader™ & FaceTrace™).

• BrainJuicer utilises its quali-quant diagnostics to identify areas for improvement and refinement of new concepts using consumers' own input. Our patented MindReader™ captures and blends the rich directional verbatims with quantitative data and FaceTrace™ measures the emotional connection of the idea with its target audience.
• We carry out Concept Improvements Analysis to help prioritise changes that will enhance product trial.
• Representative sample of product field buyers with boosts as necessary. 150 per cell

• An entirely flexible system : can test concepts from different sub categories without concerns with more or less any sample structure (using boosts as required). The best approach for testing versions of the same idea.
• Can cope with all the types of innovation : new brand, range extension, relaunch.
• Can be upgraded to a volumetric test easily to include Year 1 and 2 estimates with source of sales estimates.
• Easy to add on modules such as TURF analysis to work out the best range of variants to go with.

As one of BrainJuicer's leading products, conducted in over 30 countries and with over 2900 records on the database, Concept Optimizer has been used by clients such as:

• PepsiCo
• Unilever
• Premier Foods
• GSK
• Publicis
• ICI
• Twinings
• DairyCrest

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