Identifying Ideas Early in the Innovation Process

An Approach Using MAU Theory with a Hierarchical Bayes Model

An idea is a potential area of opportunity for developing new products or enhancements to meet consumers' needs. Typically, a large number of ideas are generated in the innovation process, requiring prioritization and selection of those ideas with the most potential. Consumer research at this stage is critical to steering product development to the most promising opportunities.

Download this White Paper to learn more about an analytical approach developed by Ipsos Marketing specifically for the purpose of selecting the best ideas from a large candidate set. Our approach combines multiple attribute utility (MAU) theory and then a Hierarchical Bayes model to achieve more accurate results and provide rich diagnostics that show how much stronger some ideas are than others.