Which of these concepts (product, service, name, flavor etc.) is most likely to succeed in the market place?
Which combination of flavors if launched can give me the best coverage of my target audience?
We use statistical techniques such as Q Sort, TURF and Shapley value analysis to screen, rank and optimize concept/product lines. We select the tool appropriate for the issue at hand in a way that maximizes discrimination between the options, and aids in decision-making.
For multiple product lines, we use tools to assess the strength of each individual item in the line to maximize reach and minimize overlap. A group of items are also identified in way in which the largest combined audience can be targeted.