Innovation Research Use Cases
Renewal Readiness Review
When renewal risk is showing up too late in the cycle
Renewals get harder when the first real risk conversation happens after the contract is already up for review.
Business Outcome:
Stronger renewal preparation, earlier risk visibility, and better support for revenue continuity.
Who's this for?
Healthcare and B2B account-based businesses that depend on renewals or recurring contracts, where at-risk accounts tend to stay hidden until renewal season.
Common Business Problem:
Accounts look stable until renewal discussions begin. At that point, uncertainty about value, communication gaps, or concerns about future fit become harder to recover from. Renewal research and customer retention research can identify which accounts are genuinely renewal-ready versus which are drifting toward a difficult conversation.
Commonly Asked Questions:
Concept Test
When you have multiple new product or service ideas and need to pick the right one
The hard part is not generating ideas. It is knowing which one deserves real money behind it.
Common Business Problem:
Several concepts may look promising internally, but not every idea lands equally with buyers. Without outside input, teams often back the most familiar option or the one that won the internal debate rather than the strongest one. Concept testing research closes that gap before launch dollars are committed.
Business Outcome:
A clearer concept choice, a more confident launch direction, and less wasted investment.
Who's this for?
Brands and service businesses preparing a new launch, campaign, or offer with more than one direction still on the table.
Commonly Asked Questions:
Concept Optimization Study (Discrete Choice Modeling )
When you need to know exactly what your offer should include, how it should be priced, and what buyers will actually pay
Internal teams often negotiate over features and pricing based on instinct, but buyers make decisions based on value.
Common Business Problem:
Most offers get built through internal negotiation. Product wants to include everything, finance has a target margin, and sales has opinions shaped by the last few deals. The result is often an offer that is overbuilt in some areas, underpriced or overpriced in others, and harder to sell than it should be. Concept optimization using conjoint analysis and discrete choice modeling replaces that guesswork with a precise, quantitative view of what buyers actually value and what they will pay for it.
Business Outcome:
Clearer brand health visibility, smarter market prioritization, and more confident growth investment.
Who's this for?
Product, marketing, and commercial leaders designing or refining an offer: pricing tiers, feature bundles, service packages, or subscription structures. Especially relevant when the business needs buyer evidence before committing to a configuration.
Advanced Analytics Approach
This work uses discrete choice modeling (DCM) and conjoint analysis, approaches that simulate real purchase decisions by having buyers make tradeoffs among fully configured offers rather than rating features in isolation. The output includes price sensitivity curves, feature importance rankings, and segment-level willingness-to-pay. This goes well beyond standard survey rating scales and gives leadership a defensible, data-grounded foundation for offer design.
Commonly Asked Questions:
Launch Readiness (Go-to-Market)
When you want to avoid a weak launch
A launch can underperform even when the idea is strong if the rollout story is not ready.
Common Business Problem:
Leadership feels urgency to move, but there are still open questions around targeting, objections, and whether the core story is tight enough. A weak launch usually happens because the audience definition, messaging, or commercial readiness was not tested before the investment was made. Product launch research closes those gaps without requiring a full delay
Business Outcome:
A more focused launch, fewer avoidable mistakes, and stronger confidence going to market.
Who's this for?
.Businesses preparing to take a new offer, service, or product to market and wanting outside pressure-testing before go-live.
Commonly Asked Questions:
Message and Claims Test
When you need to know which claims buyers notice and believe
Internal teams often have long claim lists but they aren't all equally compelling to buyers .
Common Business Problem:
The business may have several possible claims or benefit messages, but too many statements create clutter. Buyers skim, not read. The real need is to know which claims stand out, feel credible, and make the product easier to choose. Message testing research answers that before anything goes to print or to market.
Business Outcome:
Cleaner messaging, stronger buyer comprehension, and a more persuasive reason to choose.
Who's this for?
Brands preparing packaging, product messaging, launch materials, or sales language where multiple benefit statements are competing for limited space.