The tool provides a research experience designed to make answering intuitive, with quick response times and set answer options.

PRS in Vivo said that this approach is said to more accurately mimic consumer and shopper behaviour in fast-moving consumer goods (FMCG) and produce natural, reliable responses.

The tool also makes it easier for product teams to consolidate their ideas and go to market with products that resonate with their target audience.

Most standard idea screeners are based on purchase intent or rational comparison of existing products. But, according to Dan Ariely, who serves as a James B Duke professor of psychology and behavioural economics at Duke University in North Carolina, this data cannot always be trusted because “most people don’t know what they want unless they see it in context”.

According to the BVA Group company, the new screener highlights significant differences in data, thereby making it easier to find the best ideas and draw reliable conclusions.

“We’re dedicated to behaviour-first methodologies, which for a long time was the reason we didn’t screen ideas for our customers,” commented PRS in Vivo chief executive Olivier Blanchet.

“We’ve embarked on a great journey to leverage the power of context and deliver a robust behaviour-driven idea screener we’re proud to offer our clients. The service is quick, mobile-friendly, and will, most importantly, help our clients.”

Carlos Gallardo, the company’s vice-president of new product and forecasting, added: “We believe in true behaviour. That’s why our idea screener focuses on helping respondents visualise the moment at which the products are consumed; this delivers more relevant, sharper insights.”