AI-Driven Concept Testing & Refinement
Speakers
Thomas Berthelsen
Head of Managed Services at CambriThomas Berthelsen is the Head of Managed Services at Cambri, delivering projects that provide insights at every stage of the innovation process. He helps brands refine concepts, optimize pricing, validate innovation, forecast success, benchmark performance, improve go-to-market communication, optimize portfolios, and identify white space opportunities. With deep expertise in quantitative and qualitative research methodologies, his team executes full-service research projects using Cambri’s AI-powered concept testing platform. At Cambri, Thomas ensures clients benefit from robust research frameworks, predictive modelling, and AI-enhanced methodologies, enabling them to generate actionable insights, refine concepts with confidence, and launch more successful products.
What's it about?
Struggling to Test and Refine Concepts at Scale?
Traditional concept refinement methods often fall short. Open-ended responses are time-consuming to analyze, difficult to synthesize, and often lack clarity. Many teams rely on word clouds, but these fail to capture true respondent intent—especially when conditions impact responses. Open-ended responses could tell a different story than KPIs, making it necessary to rely on past experience and heuristics so reach a coherent recommendation.
Others remove open-ended questions altogether, missing crucial insights.
Beyond analysis, another key challenge is understanding how specific concept elements will drive consumer engagement and in-market success. Without an anchored, data-driven approach, concept refinement becomes subjective—relying on stakeholder bias rather than actual performance data.
What you'll learn?
How AI and Natural Language Processing (NLP) extract actionable insights from open-ended responses.
Why leading companies like Coca-Cola, Nestlé, and Carlsberg use AI-driven concept testing and refinement.
See how AI-powered drivers predict the success of concept modifications and remove subjectivity from decision-making.
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Sponsors
Cambri is a plug-and-play consumer insights and concept testing tool that incorporates the most advanced market research methods and technology into a super easy to use interface. We make advanced consumer research easy, accelerate learning and amplify innovation. Our goal is to make people and brands shine.