AcuPOLL Service to Sift Seedlings

Branding specialist AcuPOLL Research has launched a new service, 'Germinator' to help brand executives gauge whether consumers believe their creative ideas are worthy of further development.

President Jack Gordon explained that often those ideas that consumers feel least comfortable with are the first to be rejected, so many of the newer, edgier or more different ideas are left at the drawing board and never make it to the testing phase.

To counter this problem, Germinator compares pre-concept level ideas against a 'seedling' database to help marketers prioritise which need further work, which should be fast-tracked and which should be binned. A final report is produced within 48 hours of the end of data collection; about two weeks from start of testing.

According to Gordon, the mini ideas for testing must highlight the basic insight that created interest in the idea, a clear statement of the benefit and a point-of-difference versus current products: 'If consumers don't understand the benefits or there is not a clear point of distinction, the idea is likely to fail.'

In the 16 years since the Cincinnati-based company was formed, it has tested more than 35,000 new product ideas and has used feedback to create a comparative database across all marketing issues. Its home page is at www.acupoll.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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