Overnight concept testing for an innovation sprint

Global food corporation teams up with aytm

Heading into a two-day agile innovation sprint, insights teams at a global food corporation needed a fast and reliable way to test concepts for new specialized product offering. On day one, they sought to shortlist 20 concepts and then on day two, they would pick the ones to move forward with developing. To do that, they leveraged aytm's concept testing capabilities, allowing them to get their ideas in front of the right audience and understand which ones resonated with them the most. Here's the story of how this savvy insights team narrowed down a list of concepts—overnight!



  • The team showed up to a two-day agile validation process with quite a few product ideas
  • They needed a concept test that balanced convenience with rigor and was able to meet the budget
  • These concepts needed to be presented to relevant audiences who could provide valuable input


Target Audience

  • The team leveraged the aytm sample engine to target food decision makers and home chefs
  • atym’s concept test empowered a quick, easy, and highly effective way to test a multitude of concepts



  • The team achieved fast and reliable results in a matter of hours
  • They successfully identified eight winning concepts for qualitative testing
  • The winning concept is due to hit the shelves in 2023