Sydney, Australia – Kantar, a marketing data and analytics firm, has recently unveiled its latest AI-driven, automated service designed for early-stage evaluation of product and service development.
This new solution, called ConceptEvaluate AI, will enable businesses to screen new product and service concepts at scale. It also aims to help R&D and innovation teams move more efficiently and effectively from conception to reality when developing new innovations.
Furthermore, it also aids in screening iterations of initial concepts, offering critical insights into which concepts perform best before advancing to in-depth testing.
When it comes to features, the innovation is validated against past survey-based results when predicting outcomes for product and service trials and how unique and relevant consumers find these concepts.
It also helps screen iterations of initial concepts, providing critical insights into which concepts are performing best before moving to in-depth testing.
Nikki Davey, head of innovation at Kantar Australia, said, “With the capability to simultaneously test 10-100 concepts in as little as 24 hours, ConceptEvaluate AI creates space for more innovative thinking, fast-tracks time-to-market, and opens new growth avenues in a broad range of categories, including FMCG, technology, and financial services. As an automated tool with no consumer or survey panel interaction, it also tests sensitive concepts.
“ConceptEvaluate AI is all about helping ease this pressure by providing an AI-powered method for developing effective innovation that aligns with what consumers want and need. By accelerating the initial phase of the innovation process, we can provide robust early evidence that a concept has the potential for in-market success,” added Nikki.
Meanwhile, Ashok Kalidas, global chief AI scientist at Kantar, also stated, “Not all AI tools are created equal. The combination of superior training data, a powerful model architecture, and rigorous quantitative and qualitative validation of the AI model gives us confidence that we will add enormous value to clients seeking to innovate for growth. ConceptEvaluate AI gives brands the creative licence to translate winning ideas into fully formed concepts, knowing there’s meaningful evidence to understand what will work best.”
Ashok further notes, “Marketing leaders of all levels must become fluent in AI. Our experience as an indispensable partner to thousands of the world’s biggest brands means can help them understand how great-quality data and AI tools can support their goal to become meaningfully different to more people.
“With this launch, Kantar now has a portfolio of AI-based solutions addressing every phase of the sales and marketing lifecycle, from brand strategy and innovation through creative and media effectiveness through our LINK AI ad-testing platform to shopper behaviour, customer experience, and total marketing ROI,” he concluded.
