Based on Concept eValuate’s validated methodology, eValuateNow can help consumer packaged goods brands identify ideas with strong potential by measuring each concept’s ability to drive business growth without cannibalising existing business.

It is available in the US and the UK and will launch in Australia, Brazil, France, Germany, Mexico and the Netherlands by the end of April and 29 countries in total by the end of 2017.

David Lansanah, head of innovation and product development at Kantar TNS said: “With so few product ideas generating incremental growth and the intense pressure for speed to market, identifying the right idea that delivers growth is a critical stage in the innovation process. eValuateNow provides a fast and efficient way of prioritising ideas that demonstrate the potential to drive incremental growth early in the innovation process.”

Steve Phillips, CEO at ZappiStore added: “We are excited to see eValuateNow added to our concept testing suite on ZappiStore. By combining the analytical rigour and richness of the Kantar TNS database with the power of next-day results, we are really helping clients maximise ROI in their innovation process.”