Momentive launches insights tool

The tool is designed to provide quick, artificial intelligence-powered insights on early-stage ideas, claims, or concepts to enable product and marketing professionals to test idea saliency and effectiveness before investing in further development. 

Idea Screening integrates research methodology with the global Momentive panel so users can validate a large number of stimuli with hard-to-reach target audiences.

Automated analysis tools, such as scorecards with statistical analysis and artifical intelligence-powered insights, help to identify the most appropriate ideas.

Its user interface enables guided project set-up, while its automated analysis features allow for insights identification. The new tool is said to bring the same methodology to an agile software solution, thereby reducing the time and cost of gathering insights. 

Key benefits as described by the company include speed to insights, built-in expertise, high quality, global data, flexibility and cost-effectiveness.

 “Developing creative and products that fall flat with the market is an expensive, time-consuming mistake to make,” said Momentive chief operating officer Priyanka Carr.

“Validating ideas with data before the development stage is critical to driving success. Data can be hard to gather when you are still in a divergent thinking phase – before you've even chosen the name, logo, or design to test.

“Idea Screening addresses this need by empowering users to quickly identify the strongest, market-moving ideas at the earliest stage of development, allowing them to build products and campaigns with the confidence that they will resonate with the market.”