Accelerating McDonald’s Innovation Insights
Challenge
McDonald’s needed a better way to integrate customers’ feedback earlier in the development process. Identification of the potential winners at this stage allows them to focus on and optimize the strongest ideas to appeal to customers’ preferences.
Both flexibility and depth were required:
- Reliable monadic testing that includes intuitive key measures and diagnostics
- Benchmarking capability
- Robust sample
- Speed and value
Approach
M/A/R/C®’s Rapid Results monadic concept testing solution is an effective, efficient system that meets the needs of McDonald’s innovation program.
Sourced from ASSESSOR®, M/A/R/C®’s proprietary forecasting methodology, Rapid Results’ Activation Potential score is a proven indicator of consumer activation, a key component of in-market success.
Outcome
- To date, McDonald’s has run over 1,000 new menu item concepts – including beverages, entrees, side items and desserts -through the Rapid Results system.
- By utilizing Rapid Results’ Activation Potential score, the company has been able to direct development to the most promising ideas.
- As Matt Cahill, Senior Director of Consumer Insights Activation, told The Digital Enterprise, “We began using this automated tool that is easily configurable in a matter of minutes and each test could be completed in a matter of days. What used to take a month or longer can now be achieved in a day or two, and at a lower cost.”