HOW DOES REALYST WORK?
During the first phase of a REALYST study, AMS will gather and organize your existing ideas, eliminating redundant
and out-of-scope ideas, and consolidating idea fragments into complete statements. We then work with you to identify
the appropriate evaluation criteria for these ideas, the team that will evaluate each idea (which can consist of
internal employees, customers, field experts or a combination), the specific evaluation methodology, and the key
metric(s) that will be used for Truth Serum analysis. As a full-service market research firm, AMS can also help you
locate target customers or external field experts to join your evaluation team, if desired.
In the second phase AMS will guide the evaluation team in sorting the idea statements into groups that logically “go
together,” and rating those groups across the scoring metrics previously identified. Each member of the evaluation team
will also be asked to predict how others will value that metric(s) identified for Truth Serum analysis (example: What
do you think is the financial potential of this idea if implemented? How will others answer?). The results will be
analyzed by AMS consultants using cluster analysis, and the Truth Serum algorithm will be applied to identify the
winning ideas.
In the last phase of a REALYST study, AMS findings will be presented, showing the "winning" ideas: those that score
highest on the scoring exercise and that are most suitable for further development. At the close of each engagement,
our team will recommend the best course of action based on our findings.
For more information on REALYST and how it can support your innovation, NPD, marketing, product management or strategy initiatives, please contact us.
