Accelerated research

Accelerated research

Antedote launches idea accelerator for market research

Insight innovation consultancy Antedote has launched the Antedote Idea Accelerator, a disruptive - of course - online platform developed to enable businesses to explore and iterate ideas, concepts, packaging designs and communications globally - and in real time. Antedote reckons its proprietary web-based tool lets a consultant moderate a detailed discussion with respondents in real time, exploring likes, dislikes and ways to improve and refine the idea, concept or other stimulus.

So, what’s new? How about response data being tagged and captured for analysis, with heat maps for each individual idea or concept? As well as, naturally, a trashing of outmoded research methods.

“Traditional concept testing involves using on-the-ground personnel and multiple weeks to conduct research in a single market, and if an idea fails, the cycle to retest starts again, adding weeks for study feedback, concept refinement and re-entering the market to start the process anew,” says the company.

Forget that.

“The Antedote Idea Accelerator platform is a game-changer, addressing the limitations inherent in traditional qualitative research,” Antedote claims. “[It accelerates] the innovation process for new products and services to allow a multi-market study to be done in hours versus weeks.”

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