How can scores from a concept tested in Germany be reliably compared to those from the same concept tested in China? Measured and true concept scores can vary widely between countries due to e.g. cultural response behavior, response styles, time of measurement or consumer innovation profile. Based on a 14-country study covering Europe, the Americas and Asia-Pacific, the authors have developed a framework for assessing ‘pure’ concept performance independent of contextual or biasing factors, providing an alternative approach to the often criticized traditional benchmarking of concepts.

1. Beyond benchmarking Filip De Boeck Kristof De Wulf

2. Prediction is very difficult, especially if it’s about the future (Niels Bohr) “ Prediction is very difficult, especially if it's about the future. ” Niels Bohr

5. A structured research process to guide decisions

6. Type II error Type I error NO GO GO NO GO GO Appropriate action Action taken A product / concept that has the potential to generate strong trial and should be proceeded through the innovation funnel. A product / concept that has the potential to generate strong trial, BUT requires some adaptations before being considered for market launch. A product/concept that will struggle to maintain distribution .

7. Benchmarking in order to reduce type I and II error

9. Shortcomings of benchmarking Reflections of the past

10. Shortcomings of benchmarking Research design bias

11. Shortcomings of benchmarking Sampling distortions

12. Shortcomings of benchmarking TRIAL 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0 50,0 30% 40% 50% 60% 70% 80% 90% 100% UNIQUENESS Comparability of data across markets Australia Brazil Canada China Germany France Hungary Italy Holland Russia Spain UK US Belgium bias / noise true difference Difference between markets (better fit of concept with local habits, maturity of the category,...) (response style, sampling distortion, ...)

16. Innovation Potential Index (IPI) Anna Maarten Ravi Juan Dave Buying intent new concept Natural tendency to adopt Innovation Potential Index + + + + + = = = = =

19. InSites International Innovation Matrix Assess cross-country potential of a concept

20. InSites International Innovation Matrix Assess cross-country potential of a concept Fight for priority Ride the tube Bail out Assess wave quality

21. Case in point: potato concept

22. Case in point: potato concept Extrinsic winners True winners Low downs Intrinsic winners Market Potential Index Innovation Potential Index From ‘go’ to ‘no go’ From ‘no go’ to ‘go’ Australia Brazil Canada China Germany France Hungary Italy Holland Russia Spain UK US Belgium

23. Case in point: sauce concept

24. Case in point: sauce concept Extrinsic winners True winners Low downs Intrinsic winners Market Potential Index Innovation Potential Index From ‘go’ to ‘no go’ From ‘no go’ to ‘go’ Australia Brazil Canada China Germany France Hungary Italy Holland Russia Spain UK US Belgium

27. Thanks for listening. Looking forward to your ideas!