1. Standardized approach to validating
new ideas early in the innovation process

2. Stages of Product Development

3. Product Development Meets Modern Demands
Problem = Traditional product
development cycle takes too long,
costs too much and can be
inefficient
!
Solution = IdeaScreen

4. IdeaScreen: Scalable Platform for Early Innovation
Built Upon the Premise of ‘Test, Refine & Retest’
Products, Services, Packaging, POS….Any Static Stimuli
Provides Low Cost & Rapid Turnaround via an Online Reportal

5. How It Works
• How It Works
Author
Take your best ideas to market. Faster.
Visual Questions Reportal Take Action
Built from a standardized
questionnaire template
configured just for you, an
intuitive authoring wizard
allows you to upload ideas
in minutes.
Use visual questions
to gather deeper
insights.
Quickly analyze a set of
ideas using visual charts,
action standard grids,
heatmaps and word
clouds. Compare new
ideas to your own
personal norms database.
Take winning ideas
further into product
development.
Concentrate your
resources on worthwhile
projects.

6. Core Measures
• Core MeasuresPurchase Intent
Price/Value Uniqueness Need Fulfillment
Likeability
Plus one of the following:
• Believability
• Relevance
• Seek Information
• Brand Fit
+
Used to assess your ideas with time-proven measures on predicting new
product launch success.

7. Category Measures
• Category MeasuresBrand Perception
Perceived Benefits Product
Effectiveness
Packaging Convenience
We provide the ability to pre-specify up to 5 optional questions to meet
your category/ brand needs.
Defined based on
your requirements

8. Diagnostics
• Diagnostics
Open-End Questions
To identify aspects
that need to be
changed
Taking idea screening beyond a pass/fail system, we provide information
on how to further refine ideas.
Additional Highlighters
For respondents to identify
which elements:
• Are most likeable
• Are difficult to understand
• Are new and different
• Decrease purchase intent

9. Automated Reportal
• Automated ReportalSummary Grid Normative Comparison Action Standards Grid
Impact Analysis Highlighter Heatmaps Verbatim Word Clouds
24 hour access to web-based reporting application with a wide variety of
automated system reports

10. Industry | Technology Client Since | 2007
C H A L L E N G E
• Quarterly evaluations among consumers,
info workers and IT decision-makers
• Quick turnaround from field launch to
results
• Track changes over time
• Comparison to current normative database
(8 years of data)
• US, PRC, Brazil and India
S O L U T I O N
• IdeaScreen Plus tool with some customization
(weighting, reporting)
• The automatic databasing and normative
comparisons (with segment, demo, GEO filters)
and the online reporting solution are key
differentiators
• Online surveys quarterly across multiple
audiences and countries
• Deliverables include online reportal and
summary dashboards
R E S U L T
Insights feed into future technology
development and planning and are used
across several business groups, globally
Case Study: Global Technology Manufacturer

11. Case Study: Confections Concept Development
Industry | Consumer Packaged Goods Client Since | 2010
C H A L L E N G E
Constant development of new product ideas.
While some innovations are periodically
tested, others are discarded without any
customer input
Need faster turnaround, lower cost and more
standardized alternative to traditional early-
stage idea testing
S O L U T I O N
• Create , test, refine, retest
• Fast turnaround
• Automatic normative comparisons
• Integrated Online Reporting
• Lower cost
R E S U L T
• Composite Impact scores and key measure
quintiles allow for quick decision-making
• Most of the ‘winning’ ideas went on to
achieve successful ratings in the BASES
forecasting
• Recently expanded to other divisions in the
company

12. Case Study: National Quick Serve Restaurant
Industry | Restaurant Client Since | 2008
C H A L L E N G E
Needed a fast yet effective solution to make
product development decisions for final-
stage concepts across categories. Also
wanted access to test concepts on pre-
existing panel
Most research was to be conducted in both
French and English
S O L U T I O N
• Create a normative database with ability to
filter and compare categories
• Ability to conduct IdeaScreen studies on
panel to test ideas on brand loyalists or to
avoid sampling costs
• Multi-lingual solution to access both
French- and English- speaking individuals
R E S U L T
• Clients find IdeaScreen reportal to be user-
friendly and intuitive; they love highlighter
diagnostics and word cloud features

13. More Information
• More Information
More Information
http://www.visioncritical.com/products/applications/ideascreen
Online Reporting Tool Demo:
click to launch application
password: 0ba5a
Video Reel of Reportal:
click to launch application

14. Standardized approach to validating
new ideas early in the innovation process

15. IdeaScreen Overview
IdeaScreen is Vision Critical’s automated early-stage idea screening tool.
It offers rapid turnaround using a standardized research methodology.
IdeaScreen offers the following benefits:
– Fast Turnaround: Results are available within days.
– Automatic Normative Comparisons: Results from every idea screening study conducted are
housed in a client specific web-based reporting interface, allowing for normative
benchmarking and historical comparisons. Norms are searchable based on pre-specified
classifications, allowing creation of comparable norms for each idea.
– Integrated Online Reporting: Rather than manually creating a custom PowerPoint report for
each study, our software solution stores the data in an easy to use online reportal in which
standard reports are generated automatically. Full PowerPoint reports can also be created
(at additional cost) as needed to analyze key themes across ideas.
– Lower Cost: Significantly lower cost-per-study than traditional ad-hoc idea screening
methods.

16. IdeaScreen: Application Components
The IdeaScreen application is comprised of 3 main components:
1. Authoring 3. Reporting2. Responding

17. Create Your Standardized Questionnaire Template
The first step will be to set up your own standardized questionnaire template.
We program the questionnaire for you just once, and it’s ready to go each time
you have ideas to test.
Screening and Filters
Core Questions Category Specific
Questions
Diagnostics
Additional Questions
For each idea…

18. Create Your Standardized Questionnaire Template
Thinking ahead to your reportal, during the set-up phase, we will determine how
you will want to filter your results and how you will classify your ideas.
Data filters are related
to respondent data and
allow you to filter your
reports by various
demographic questions
Norms filters are idea
level filters to ensure
that you’re comparing
like with like in your
database.
Ideas are classified as
they are uploaded. These
classifications drive the
norms filters in your
reportal.

19. Fieldwork
As your survey is programmed just once, you can get each individual study ready
within minutes and just 4 quick steps!
1. Create
Study

20. Fieldwork
2. Select
Questions
3. Upload
Ideas
Based on the question options
that have been set up in your
standard questionnaire
These can be
text only or
include visuals

21. Fieldwork
4. Launch!
Just add in your screening and additional
questions and launch to your Insights
Community.
The standard IdeaScreen configuration includes one
sample source. Depending on your objectives, you
may consider adding on alternative sample sources,
including our market panels.
Via Vision Critical Global
Market Panels
Via Your Custom
Insight Community
Go beyond your customer
view to the greater market
to understand those
making decisions.
• Rapid gen pop parallel
testing & validation
Your own private research lab for
innovation, consumer & shopper
insights!
• Professionally recruited &
managed by Vision Critical
• Quant and qual seamlessly
integrated in ONE solution
• Rapid, longitudinal research and
ongoing incremental learning

22. Online Reporting Application
Standardized reporting application gives
you access to:
– Summary reports for comparing
multiple ideas to one another.
1. Key Measure Summary including Idea
Screening Score (ISS)
2. Action Standards Grid based on selected key
measures (i.e., Uniqueness and Appeal)
– Idea Details Reports for each individual
idea
3. Detailed reporting on key measures
for each idea
4. Impact Analysis Scores for each idea
5. Verbatim Word Cloud
6. Highlighter heatmaps

23. Summary Report Examples
Key Measure Summary Report includes the aggregate Idea Screening Score (ISS),
and core metrics such as purchase intent, likeability, uniqueness, etc.
The ISS is a weighted composite score for each idea which summarizes all of the key
core questions into one value. The answers for each of the key measures are weighted
based on the influence that each question has on driving purchase intent. The weight is
determined by the values of the Impact Analysis for each idea.
The Key Measure Summary report
is color-coded into quintiles to
show where each idea falls in
relation to other ideas in your
database.
Clicking the header in each
column re-sorts the ideas based
on that particular metric.

24. Summary Report Examples
24
Ideas that fall in the upper right (blue)
quadrant are high performers that
should be moved through to the next
stage of development.
Ideas that fall into the yellow quadrants
show potential, but need to be re-
worked and retested.
Those in the gray quadrant show limited
potential for success and should be
abandoned.
The axes are configurable, allowing users
to select which metrics to use for each
axis.
The Action Standards Grid summarizes key measures on two axes to provide
a quick view of which ideas have merit and which ones need reworking.
Hovering on a flag
brings up a thumbnail
of the idea
description/sketch for
easy reference.

25. The Key Performance Indicator Report shows how each idea performs on all key metrics.
Idea Details Report Examples
25
Idea Details Reports summarize all
results for a particular idea, including
core metrics, follow-up diagnostics,
highlighter heatmaps and verbatim
word clouds.
Concept descriptions and images can
be accessed through a carousel, where
clicking on the thumbnail pulls up the
full screen description and links to the
detailed reports.

26. Idea Details Report Examples
Impact Analysis Scores are generated to help you determine how important each
metric is in driving overall performance.
Similar to a driver analysis, our impact analysis helps you understand what metrics are
driving interest (or disinterest) in your product.
This can be an important tool to use when writing and re-writing the idea for future
testing purposes.
Combined with our enhanced highlighter analysis, we can gain useful diagnostic
information from simple quant testing.

27. Idea Details Report Examples
Automated Verbatim Word Clouds and Highlighter Heatmaps are powerful ways
to quickly summarize open-ended responses for why respondents do or don’t find
a particular idea appealing.
Responses are displayed as a word cloud
where the larger the font, the more
frequently the word was mentioned.
Clicking on any word in the word cloud
pulls up all verbatim comments. These
results can be filtered by key sub-groups
of interest based on filters specified
during the set-up phase.
Heatmap analysis reveals, at-a-glance, the
strengths and weaknesses of the text,
definitions and visuals. Open-ended
discussion explores the rationale and
opportunities for refinements

28. IdeaScreen Service Levels
Whether looking to service your IdeaScreen system internally, or get by with a little
help from your friends, Vision Critical offers flexible service offers to ensure that each
of our client’s unique wants and needs are addressed.

29. Self-
Serve
Assisted-
Serve
Full-
serve
Software licensing
Software training
Research project design X X
Template questionnaire design X X
Programming of template questionnaire
Configuration of reportal
QA of template questionnaire
Consultation on & review of concepts X X
Consultation and review of sample feasibility X X
Uploading of ideas & authoring for each individual study X
QA of each individual study X
Deployment of each project X
Monitoring of study and synching of data X
Reporting via reportal per project
Additional offline reporting per project (for additional cost) X X
IdeaScreen Service Levels

30. • Allowing you to quantify the potential opportunity for concepts.
– A Proven Forecasting Method: Vision Critical partners with Dr. Lynn Lin
(founder of Bases) for a preliminary Year 1 volume forecasting, utilizing his
40 years of new product development experience to provide accurate and
proven results. He has performed thousands of forecasts throughout his
career, and literally pioneered modern day forecasting methods.
– External Norms: Access external category norms for a low fee.
– Driving Action and Business Impact: Volume forecasts are a key element in
deciding which ideas to invest in. Data and recommendations are delivered
to assist in these critical decisions.
Market Sizing, Incrementality & Forecasting Options

31. Best Practices For Writing Effective Concepts
Content
• Enough information so people can decide if they want to buy it
• Not so much information they would not get it on a package or advertisement
• What it is
• Why I’d want it
• Where to buy it
• What it costs
Headline • Single most important benefit—the idea’s “reason for being”
Support
Paragraph
• Support the headline
• Explain more about what the product is
• Provide reasons to believe the benefit
What Else?
• SKUs or line items, if needed
• Where it is sold or accessed
• Price is always recommended, for a better read on purchase interest
Brand It
• Brand name contributes significantly to interest
• People do not buy unbranded products
• If you don’t know the brand, select a candidate it could fall under or test multiples