To achieve successful innovation, quality and quantity of ideas are required. In other words, the more good ideas the better. After all, the more oil wells you drill, the more chance of finding oil!

PRESIGHT's Creative Philosophy

Creativity comes first in Presight. First because we believe it is the single most important leap that needs to be made in the search for successful innovation and new product development. Whether the challenge is generating twenty-five new angles on a washing-up liquid, or developing a new themed restaurant, Presight adopts a highly disciplined and focused approach. Presight's many successes are proof of our ability to help clients stand back from day-to-day pressures and 'think outside the box' to discover new insights into their markets.

PRESIGHT's Market Research Philosophy

It follows that, in evaluating new product concepts, the larger the number of creative ideas tested with consumers, the greater the chance of discovering a breakthrough concept.

Our philosophy of Evolutionary Research (in which the strongest concepts survive, and the weakest fall by the wayside) helps to make this possible. In the course of this qualitative stage, concepts can be dropped, merged or modified as the research proceeds.

In real life, of course, consumers do not buy "concepts". Asking consumers to respond to hypothetical ideas in market research produces hypothetical responses: "iffy" questions produce "iffy" answers! So, instead, we show consumers a realistic presentation of the concept to be evaluated - such as a mock-up of a print advertisement, a pack, a leaflet or a website. This elicits a much more meaningful - and articulate - response.

Following this Evolutionary Research, typically Presight recommends that two or three winning concepts be progressed to quantitative testing, often involving in-home product trial.

Using the data from such tests, we then apply the Presight Forecasting Model to estimate likely sales.