During new product development cycles, a large number of concepts or ideas are often generated and deemed as acceptable for further development. The CRS procedure for screening and reducing the number of ideas can accommodate about 25 concepts in the test. The most efficient methodology for testing this number of concepts is through a computerized, mall intercept interview in multiple cities or via an Internet interview. The concepts are generally presented as descriptions only or as descriptions and pictures.
Products are usually prototypes or computer generated images.
The interview length, depending on the number of concepts, usually takes between 15 to 25 minutes. During the interview, the respondent is exposed to each of the concepts on a sequential monadic basis and is asked to sort them into piles of those they would definitely or probably consider and those in which they had no interest. The concepts, which the respondent is positively disposed to, are then further evaluated. Measures included in the questionnaire generally include liking, uniqueness, appropriateness, a motivation measure, purchase intent, number would purchase and frequency of purchase. Additionally, demographic information is collected.