Our scientific approach to idea optimization utilizes IdeaMap®, an online concept development and evaluation tool that, unlike traditional methods, builds messaging concepts from the bottom-up
IdeaMap® is a conjoint-based computerized concept development technology that:
- Measures response to idea elements
- Identifies optimal idea combinations to create concepts, including product concepts or communications
- Determines cause and effect
- Is based on a fundamental communication theory (Stimulus > Response)
The key advantage of IdeaMap® versus traditional methods is that it builds messaging concepts bottoms-up. Through experimental design, it parses the motivational power of individual elements, and identifies the strongest combination of ideas, messages and/or visuals. The outcome is a set of statistically-reliable answers that explain not only which messages or visuals to communicate, but also the best way(s) to express that communication.
Typical messaging categories the Optimization Group has evaluated with IdeaMap® include:
- Brand logos
- Retailer logos
- Brand "hero" visuals
- Brand-in-use visuals
- End-benefit visuals
- In-store/merchandising visuals
- Brand positioning statements
- Product and service descriptions/benefits
- Promotional offers
- Rational reasons to believe
- Emotional reasons to believe
- Calls to action
For more information on how IdeaMap® can benefit your organization, contact:
Tom Thompson
tthompson@optimizationgroup.com
(734) 748-5460
Jeff Ewald
jewald@optimizationgroup.com
(248) 459-1194
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