This is our story of co-creating a solution with a leading Consumer Packaged Goods (CPG) company ROI CO-CREATION HELPS IMPROVE ON CONCEPT-TESTING PROCESS USING ANALYTICSWNS built a visually interactive analytics tool to consolidate all concepts that had been tested for the specific category across all markets and sub-categories.The central database contained the benefits related to each concept, and included metrics on purchase intent, value and uniqueness of the survey data. This helped the testing teams to analyze and draw quick insights on what concepts worked well in different markets. The digitized tool also enabled the testing teams to: ¦ Conduct searches with multiple parameters such as testing year, country, brand and category. The tool could be used for simp

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