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We believe in…

Making the first few moments with a consumer count

• When sourcing ideas, because only ideas that meet an consumers' actual needs will make a difference

• When transforming ideas into concepts and prototypes, because any benefits must also be immediately perceived

Making the right bet

• Less is more: you will have a better chance of going all the way with an ambitious project, as long as you know how to identify projects with the most potential

• Know your stuff: use indicators that predict in-store success and are accurate in the very early stages.

Getting the right mix at minimum risk

• By looking at the limitations specific to the consumer goods market (aisle saturation, buying triggers for each category of shopper, purchase time) from early on, we help you eliminate major risks related to factors such as format, design, and price from the design phase.

• By seeking feedback from "pilot users" as early as possible in the process, we evaluate alternative avenues that may maximize perceived value and meet your profit objectives.

Sizing up innovative products and their sales potential under real-life conditions:

• The most reliable way of assessing key launch variables (packaging, price, product, positioning, advertising, set-up) is in a "real" store environment. The second moment of truth happens later, when the product is used at home.

• Choose a model that simulates people's observed purchasing behavior, because our tests show how risky it is to rely on intentions alone.