This project was run in two parts, over a period of 12 weeks, with all ideas being shared and refined using our online platform, Zip-Zap Ideas®.  

In part 1, we used our team of Copy Editors to refine and edit around 80 "skeleton concepts", to ensure we had a consistent style for all ideas using our mini-concept format of around 400 characters.  This work was done using Zip-Zap Ideas® (at the ZIP stage) and shared with the Core Innovation team for their inputs and comments.  We then set up and ran the Consumer Innovation Lab™ in Belgium with 15 Creative-Thinking Consumers.  During the session, they worked in pairs to provide comments to different groups of ideas, and to add new ideas they felt were missing.

In part 2, immediately after the Consumer Innovation Lab™, our team of Copy Editors took time to further refine and enhance all ideas based on comments from the consumers.  A total of 48 ideas approved by the Core Team and evaluated with a panel of 200 target consumers in Belgium and Holland, using our online screening feature of Zip-Zap Ideas®.  During the panel, consumers took around 20 minutes to review and vote on ideas they felt had greatest potential and to add comments for improvement.

Of the 48 concepts tested, 11 ideas has "significant above average appeal" with consistent results from both markets at a 90% confidence level.  In addition to concept testing, we also tested the appeal and relevance of different insight themes.  Winning ideas were progressed by the team for further testing and development.