How can I improve my success rate by writing better concepts?


With disparate teams working on different innovations, learnings are not easily gleaned.

HYBRID Qualitative
Brand Proposition

Our framework

Meticulous coding of concepts for qualitative elements to analyze patterns in successful & less successful innovations. An added layer of concepts analysis based on neuroscience principles to further identify opportunities as well as behavioural, very human reasons as to why some concepts succeed.

What was new/different

A complete review of both concept, pack testing and some in-market advertising gave client a holistic view across the innovation funnel.

Why was it actionable

Clear directions emerged from the analysis, and with support of consumer neuroscience principles.


Regional and global impact on how to best approach concept writing.

Client Speak:

Research Manager

“Great insights which we can use for a long time to come”

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latest thinking & insights

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