JDE
Sprint concept testing for new JDE coffee concepts.
Case information
JDE wanted to develop new coffee concepts quickly, while being certain which ideas held real potential. With Sprint concept testing, we screened 83 concepts in the UK and Germany within 2 days, and two weeks later validated 30 further-developed concepts. Within three weeks, JDE knew for each concept: go, refine or no go.
Sprint concept testing in FMCG.
With workshops and AI tools, you can now create dozens of new concepts in a short time. That makes it tempting to move ahead fast. The risk: your own bias or the AI starts driving which ideas go forward. That's why it's important to build in an early consumer check.
The Question
How do you develop new coffee concepts quickly, while being certain which ideas hold the most potential?
JDE was looking for a way to assess a large number of concepts quickly, without losing sight of what consumers really want.
The approach also had to work within the NPD cycle. Beyond scores, the research needed to give direction for further development.
The Challenge
In FMCG, speed matters, but a concept also has to connect with what consumers recognise, value and want to try. The research also had to fit seamlessly into JDE’s agile process: fast decisions and iterations, with room to refine concepts along the way.
The approach
We chose a semi-monadic, quantitative study. With launch scores and index scores, we selected, compared and benchmarked the concepts.
In week 1, we screened 83 early-stage coffee concepts in the UK and Germany within 2 days. In week 3, we validated 30 further-developed concepts, again within 2 days. Between the steps, JDE refined the concepts in workshops.
In the dashboard, JDE could segment by need states and demand spaces. For each concept, it was immediately visible which need and occasion it resonated with.
<span data-metadata=""><span data-buffer="">The result
Within three weeks, JDE knew which concepts were promising, which needed refinement and which were better stopped. There was no need for lengthy discussions based on assumptions. Every decision was grounded in consumer insight.
“The SPRINT team helped us proactively and at speed throughout the project. The dashboard was very intuitive to work with, and results like the Launch Score and heatmaps were genuinely useful for the choices we had to make in our NPD process.”
Consequence of the Result
What this delivered.
Faster decision-making in the innovation process.
Instant clarity for each concept: go, refine or stop.
A more focused path through the NPD cycle.
Insight by need and occasion gave direction and concrete starting points for the next step.
Related cases.
What is Sprint concept testing?
Sprint concept testing is a fast, quantitative way to test many concepts at once with real consumers. Within a few days, you see which concepts are promising, which need refinement and which are better stopped.
How many concepts can you test, and how quickly?
For JDE, we screened 83 early-stage concepts within 2 days, in two countries. Two weeks later, we validated 30 further-developed concepts, again within 2 days.
What is a launch score?
The launch score sums up a concept’s performance in a single topline outcome. Based on that score, a concept falls into go, refine or no go. Index scores show how a concept performs against a benchmark.
What does semi-monadic research mean?
In semi-monadic research, each respondent evaluates a subset of the concepts. That lets you test many concepts efficiently, without asking respondents to assess too many at once.
Does concept testing fit into an agile innovation process?
Yes. At JDE, the research steps fitted into the agile process, with workshops between the steps to refine the concepts. That way, the research speeds up decisions instead of holding up the process.
What happens to the winning concept?
The most promising concept was then sharpened further with a full concept screener and qualitative depth. That way, you know whether it works, why it works and what you can still improve.
Want to know more about Sprint concept testing?
Our research specialist is happy to explore with you how to speed up your innovation process.
