Screen Play®
After a quantitative screening of ideas, concepts, or benefits, Screen Play® provides an easy and powerful way to consider these multiple opportunities and determine which make up the optimal set.
Screen Play® is extremely simple to use, yet provides extremely powerful results. RTi provides an Excel® spreadsheet containing the needed research data from all the ideas, concepts and benefits tested. To determine the “penetration” of any combination of benefits, the user simply types a “1” next to each benefit to be included in the offering. The program calculates and shows the penetration based on the combination of benefits chosen. Penetration can be defined a number of ways and is customized to the study objectives.
With RTi’s Screen Play®, you can quickly and efficiently screen concepts for product development, product promotion and new services. And you can play out “what if” scenarios, right from your own desktop.
Screen Play® can help you answer questions like these:
- Which five new flavors of ice cream should be added to your line, when you have 30 flavors from which to choose?
- Which promotion is best at increasing in-store traffic among children at your chain of pizza restaurants?
- Which item in your line should you drop before adding a new one?
- What set of features/benefits maximizes acquisition rates (or incremental usage) of a new credit card offering?