Client’s challenge

The world of food pickup and delivery is one of the most dynamic markets, with established names such as McDonalds and Domino’s and new players such as Uber Eats and Takeaway. In order to continue to play a role in this, it is crucial to always come up with new innovations and solutions that make services easier and better for consumers. Given the enormous amount and speed with which new ideas are emerging, it is a challenge to be able to properly integrate consumer feedback into this innovation process, because concept tests often take weeks and involve substantial costs.

To ensure that the opinion of the consumer can be taken into account, one of the leading brands in the market has asked DVJ Insights to set up an appropriate and scalable research program, with which many ideas can be tested quickly and efficiently.

The approach

Together with the client, we developed a tailor-made research design. It uses various validated tools from DVJ Insights that we can benchmark, supplemented with qualitative techniques that provide input on how the concept can be optimised. At DVJ Insights we have an extensive Concept Test, which measures all facets of the power of a concept. Together with the client, we determine which parts do or do not apply to them and where additional questions should be asked. By subsequently standardising this in a fixed format, the research can be carried out extremely quickly and efficiently.

We use our validated Accepter-Rejecter model (see Figure 1) in which an idea is assessed on multiple dimensions. These dimensions are, for example, how new and innovative the idea is found, whether someone would be interested in it and whether someone would like to purchase the new product or service. With the scores on the different dimensions, we then calculate an Accepter score based on which ideas can be further developed. In addition, the ideas are evaluated individually and the most and least appealing elements are identified.

Figure 1: Accepter-Rejector model

The results

We test the ideas in waves, measuring several ideas at a time. In a fixed format, the most important results for each concept are shared in 3 pages. We show the degree to which consumers are open to the new idea (Accepters) and how the concept is evaluated, always compared to the benchmark for new product ideas. In addition, we indicate with qualitative feedback which elements appeal most and least so that they can be optimised.

We also provide an overview of all tested ideas. In the results, we saw a clear dispersion. Based on this, the client has been able to select the best ideas and develop them further.

Figure 2: Results

In addition to the individual tests, the client also learns which type of ideas do or do not catch on in the market. Because of the learning capacity that this entails, the client can put increasingly stronger ideas forward. We keep this up to date in an overview of all tested ideas.

Client’s benefit

The client can test ideas quickly and efficiently thanks to a standardised, yet tailor-made way of working. The results will be available within a few days, so that there is no delay in the innovation process. Due to the efficiency it brings, the client has been able to test over 100 different ideas in one year, so that all potential innovations are thoroughly screened and not just introduced or rejected based on gut feeling.