Nielsen Debuts 'Quick Screen' Innovation Tool

Nielsen has launched an overnight quant innovation tool called Quick Screen, to enable FMCG manufacturers to quickly test new product ideas and measure their potential.

Quick Screen uses a choice-based method allowing clients to tease out the most promising ideas before investing in product development. Supported by the Nielsen Innovation Studio platform, brands can use the new tool to identify new products with the most potential - overnight. This enables users to enter ideas and concepts into the Innovation Studio, to centralize and finalize content; test ideas across a set of factors that category consumers rate on need and uniqueness; and rank ideas and then filter and sort results in real time.

Jenny Frazier (pictured), SVP of Nielsen's Innovation practice, comments: 'Often times, the cost and time investment required to test new ideas can be prohibitive - leading brands to miss or skip steps in the early stages of innovation. With Quick Screen, our clients have a chance to let no idea go untested. It gives our clients a way to perform faster quantitative testing using trusted, software-enabled methods that bring speed and affordability without losing quality'.

Web site: www.nielsen.com .