Activate It 2.0
Overview
Activate It helps you identify concepts with the highest in-market potential and learn how to make them even better. Use Activate It to assess potential for incremental growth, identify the right launch strategy, and optimize your mid to late stage concepts for highest impact.
Activate It is proven to be predictive of in-market outcomes across categories, allowing you to invest with confidence.
Available for:
- Fast Moving Consumer Goods
- Quick Service Restaurants and QSR - Offers
- Finance
- Telco
- Tech
Stimuli:
- 1-5 concepts per test, all markets
- Up to 10 concepts per test, US and UK markets
Evaluation: Monadic concept test to understand the growth potential of mid-late concepts.
Sample Default: 300 broad category users. This gives us access to a broad and targeted sample to assess the full opportunity, guided by brand growth principles.
Norms: Yes; market-wide norms are activated when total stimuli tested reaches N=20 and your own customer norm per market activates when you've tested 20 stimuli in each market. Alternatively, test side-by-side to compare concepts to each other.
Metrics: We apply a comprehensive set of KPIs to assess concept performance, including Trial and Breakthrough Potential classification, tailored to your industry. Purchase behaviors and actionable attributes surface clear opportunities to refine the concept and drive trial.
Representative Audiences
Activate It is designed to work with a fixed audience option called Representative Audiences.
Configuration and Analysis
FAQ
Does Activate It use weighting?
Yes. Each survey is weighted to align with category (and brand) usage averages. For instance, if the category average is 5% daily usage, 10% weekly, 40% bi-weekly to monthly, etc., and a survey's respondent distribution differs (e.g., 8% daily usage), we apply weighting to match the category benchmark. This adjustment is necessary because usage patterns significantly influence concept assessment—heavy users demonstrate higher purchase intent—and ensures cross-study comparability.
Does Activate It screen out non-buyers in my category?
No. While the survey automatically populates screening questions based on the category you select and so is consistent each time you test in the same category, we do not screen out non-buyers in these questions. We instead weight key measures in reporting according to the sample's representation. This has two key benefits:
- Without screening quotas upfront, we’re able to field your surveys more quickly and cost-effectively.
- Not screening out non-buyers allows you to analyze the non-buyer respondents and seek out white space opportunities or ways to influence this group specifically.
For example, the respondent will be asked a usage question like this one for the ready-to-heat meals category:
If they select "Never," they will continue with the survey like other respondents. However, the platform then automatically weights your data when the report is populated, based on the makeup of usage in the sample, so that your decisions are made based on the respondents you care most about. That way, if you were curious as to how your concept tested with those who selected "Never," you could always filter based on this criteria. Those with high performance among non-users of the category may represent an opportunity to attract new users to the category.
This means every survey is weighted to match the category (and brand) usage averages. So for example if your category average is 5% use every day, 10% once a week, 40% once 2-4 weeks etc, and a particular survey has slightly different ratios of respondents (e.g. 8% use every day), we weight it to match the category average. This is because category and brand usage influence concept assessment (e.g. heavy users are more likely to purchase) and we want to make sure the data is fully comparable across studies.
How do Activate It results align to in-market outcomes?
- Concepts that show high Trial Priced on Activate It reach on average 2.2x higher in-market trial than concepts that scored low for Trial Priced.
- Concepts show high Breakthrough on Activate It reach on average 2x higher in-market trial than concepts that scored low for Breakthrough.
Both measured across four categories - Salty Snacks, Cereals, CSDs and Energy Drinks vs in-market trial, read six months after reaching 10% weighted distribution.