TRC Launches 'Idea Filter' Product / Concept Evaluator

Philadelphia, PA-based product development and conjoint analysis specialist TRC Market Research has launched a concept evaluation tool called Idea Filter, to help researchers and marketers assess 'close-to-final' product ideas and concepts.

TRC designs and implements studies including brand, pricing, segmentation and loyalty research, in b2b and consumer markets. Idea Filter provides a quantitative assessment of the best performing concept or product idea from a group of between three and five options. Respondents are presented with a general description of each concept, and using a 1-10 scale, they rate each on five dimensions - appeal, understanding, similar/different to others, likelihood to tell a friend, and likelihood to take action. Marketers and market researchers can then analyze the data and compare perceptions of each concept on several attributes, and the results can identify the product concept with the greatest appeal and the elements that are preferred. According to TRC, the entire process takes ten days or less from start to finish.

Company President Rich Raquet comments: 'Idea Filter completes our Agile Suite. Our other tools help to generate ideas (Idea Mill), narrow down to winners (Idea Magnet) and do a deep dive on a single concept (Idea Audit). Idea Filter provides them with an efficient, fast and rigorous means to find the best concept and understand what makes it work'.

Web site: www.trchome.com .