I am in charge of a consumer product and am always looking for ways to increase margin. My category is cluttered, and constantly producing new competitors. IdeaMap systematically exposes qualified consumers to a wide variety of positioning ideas. Their reactions are mathematically modeled to determine which ideas resonate with targeted consumers and which ideas alienate consumers. Having an idea 'databank' allows best-positioning to be identified.
Quantitative data is used to gain actionable consumer insights.
Regardless of source, each idea's ability to motivate targeted consumers is measured by IdeaMap . StyleMap uses the same principles as IdeaMap but with package graphics. Elements such as label, color scheme, logo, name, design, shape, size, opening, etc. are the stimuli that are systematically varied to create package concepts. MJI's Concept Optimizer is a proprietary tool that you receive at completion of the study. If children can read the elements being tested, they can participate.