TNS Debuts Quick Turnaround Concept Evaluator

TNS has launched an 'express' screening tool, to enable businesses to determine in less than 24 hours whether a new product idea will drive business growth.

Based on the firm's flagship growth tool Concept eValuate, the new 'eValuate express' promises to assess whether an innovation has the potential to attract new customers, or whether it risks 'cannibalising' other products from the existing franchise or client portfolio.

The new approach looks at consumer behaviour at an individual level - for example, whether someone has a high or low probability of purchasing the new product - which TNS claims enables a more accurate prediction of the 'expected value' that each customer will provide.

David Soulsby, Global Director of Innovation and Product Development, comments: 'Giving a concept the 'green light' involves committing significant investment to product development, so concept screening is a critical phase in the innovation process. eValuate express helps to identify and prioritise those concepts that will deliver growth for your company, and it provides results in as little as 24 hours after commissioning a study.'

TNS will roll out the tool in the US, UK, China, Germany, Australia and The Netherlands in July, and to more than twenty markets before the end of the year.

Web site: www.tnsglobal.com .