Ocean Spray will be using BrainJuicer’s Concept Optimizer tool, which is designed for late-stage concept testing and incorporates quantitative analysis of respondents’ verbatim responses and measurement of their emotional responses to new product ideas.

The company – best known for its cranberry juice – has already put the tool through its paces on a number of projects. Senior marketing manager Kate Norman said: “Concept Optimizer is a natural fit to help us quickly understand and optimise the true appeal and potential of the many opportunities generated.”

BrainJuicer also has preferred supplier status with Kraft Foods for its Predictive Markets new product development tool, which asks participants to play the role of venture capitalist and invest in the idea they think will be most successful in the market, rather than which product they themselves would buy.

The agency has also been working with electronics firm Philips since 2006 to provide a quantitative measure of the potential value of consumer insights.