Advertising & Marketing: AcuPOLL Introduces a New Service to Get an Initial Read on Idea Starters

Cincinnati, OH – August 25, 2007 – Brand executives often identify more ideas than their budgets will allow them to test as fully developed concepts. The challenge is deciding which ideas to fully develop into concepts and which to kill off prior to market testing. To that end, brand building and research firm AcuPOLL Research has introduced Germinator, an entirely new service that takes simple, “seedling” ideas, with no more than an Insight and a Benefit Statement, and quickly uncovers whether consumers believe the idea deserves further development.

Germinator is fast, predictive and cost efficient as marketers get efficiencies of scale while having their ideas compared to a dynamic “Seedling” database. AcuPOLL president Jack Gordon explains that brand executives are constantly looking for the next big idea, but the reality is that many of the more unique ideas never get tested, as these are weeded out before consumers even get to see them. According to Gordon, those ideas that are least comfortable are the first to be eliminated, so many of the more new, edgy or different ideas are left at the drawing board and never make the cut into the testing phase.

“At the pre-concept level, the primary importance for testing is to prioritize the ideas for further development,” Gordon said. “Marketers need to know which ones to stop working on and which ones to fast track – that is what Germinator has been designed to help them with.” Gordon reiterated that his organization also offers assistance in writing Concepts as well as testing fully developed concepts and products.

Germinator is designed to provide a final report within 48 hours of the end of data collection, which is about two weeks from start of testing. These mini ideas, or “Seedlings” as Gordon calls them, should include the basic Insight that created interest in the idea, a clear statement of the benefit and a point-of-difference versus current products. “If consumers don’t understand the benefits or there is not a clear point of distinction, the idea is likely to fail,” Gordon added.

Germinator takes advantage of AcuPOLL’s expertise gained by screening more than 35,000 concepts for new products, services, positionings, and marketing strategies for scores of Fortune 500 clients over the last 16 years. Within about two weeks (48 hours after data collection) you can have a final report on as many idea starters as you can think of – for as little as $1,000 per idea.


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About AcuPOLL

With world headquarters in Cincinnati, Ohio, AcuPOLL Research, Inc., is a global brand building research agency that uses a patented system to provide companies with clear business recommendations based on a thorough analysis of customized data. AcuPOLL provides the fastest, most predictive, and most accurate research methodology. For 16 years, AcuPOLL has quantitatively tested over 35,000 new product ideas and over a thousand ads, packaging options and promotions, giving it strong comparative databases across marketing issues. AcuPOLL has predicted the success of new products, services, mail order catalog items, retail concepts, advertising, promotions, and business services as well as packaging. AcuPOLL is an internationally recognized company doing business in the United States, Asia, Europe, Mexico, and South America. More information can be accessed at www.acupoll.com or by calling 1.800.acupoll.

Media Contact: Rodger Roeser
Eisen Management Group
rroeser@eisenmanagementgroup.com
859.586.4302


Company Contacts: George Brown
AcuPOLL Research, Inc.
gbrown@acupoll.com
513.688.3026

Keri Samiec
AcuPOLL Research, Inc.
ksamiec@acupoll.com
513.688.3023