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Past webinars


Webinar

No Speed Limit: Shifting Concept Testing into Overdrive

15 March 2012 / 17.00 - 18.00 CET (GMT+1) This webinar is over.


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Concept testing should be about using consumer feedback to maximise the chance for success of new ideas. Too often, though, it’s a yellow light slowing us down. The validation of a concept test can’t be the primary or even sole research method you are relying upon when steering new products, designs or advertising to market. You’ll receive the best ROI from concept testing when other research has paved the way beforehand.

 

Join Jeffrey Henning and Ben Schubert of Affinnova as they discuss the challenges with the traditional innovation process and the research techniques that can improve the success of concept testing.

 

You'll learn:

  • Why concept testing is often used inappropriately
  • The missing link between ideation and validation that makes concept testing most effective
  • How the secret of "divergent collaboration" improves concept performance by 60%
  • How to unlock the insights that double in-market success rates and almost triple the sales of new launches.

Presenters

Jeffrey-Henning

Jeffrey Henning
Chief Marketing Officer, Affinnova, USA

Jeffrey Henning, PRC is a noted research blogger and speaker. An ESOMAR member, he recently served on the ESOMAR 3D Digital Dimensions conference. Prior to Affinnova, Jeffrey pioneered the enterprise feedback management market at Perseus and Vovici. He is a professional certified researcher with the MRA.

 

Ben Schubert

Ben Schubert
Vice President, Client Services, Affinnova, Europe

Ben Schubert, Ph.D. holds a doctorate in cognitive social psychology. He has spent the past 9 years helping companies launch better innovations and is also an ESOMAR member.

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