At ActFuture, Concept Screening is a structured, progressive and iterative process that enables us to select the most promising ideas before they are developed.
It combines both human expertise and the analytical power of artificial intelligence, in a continuous dialogue throughout the process.
THE MAIN STAGES OF THE METHOD
1. Idea generation and collection
Ideas come from a variety of sources: brainstorming, trend research, consumer observation or market analysis.
2. Strategic pre-selection
AI intervenes at this stage to filter ideas according to criteria of coherence, feasibility and fit with market needs.
Human experts interpret these initial results, contributing their knowledge of the context, brands and customer expectations.
3. Concept evaluation and enhancement
The most promising concepts are then further developed and perfected through a constant back-and-forth between AI and human experts. – The AI analyzes large volumes of data (verbatims, trends, benchmarks, etc.) and identifies the strengths of each concept (distinctive elements, coherence, attractiveness) as well as its weaknesses (unclear promise, lack of differentiation, need for clarity). – The experts use these elements to interpret, reformulate and adjust the concepts: they clarify the promise, reinforce the emotional impact and make each idea testable and understandable.
This work takes place in several successive loops, with each AI analysis feeding into the human reformulations, until we end up with mature, coherent concepts with strong market potential.
4. Consumer testing and quantitative validation
Once consolidated, concepts are tested with target consumers.
AI analyzes feedback in real time, identifies emerging trends and prioritizes options according to their potential for success.
5. Final selection and recommendations
ActFuture’s experts interpret and contextualize the results produced by AI to establish a final diagnosis: which concepts to pursue, how to optimize them, and which to pause.
AN ITERATIVE, COLLABORATIVE PROCESS
– human intelligence, which brings meaning, intuition and creativity, – and artificial intelligence, which accelerates, objectifies and amplifies analysis. Each exchange loop between the two reinforces the quality and precision of concepts, until we arrive at a reliable, well-argued and market-oriented selection.
BENEFITS FOR THE COMPANY
Thanks to this AI-enhanced method, companies benefit from :
– Faster, more reliable decisions: the best ideas emerge in record time.
– Significant risk reduction: only solid, validated ideas are taken to the next stage.
– A detailed understanding of the levers of attraction: why an idea appeals (or not) to consumers.
– Innovation better aligned with market expectations, and therefore more likely to succeed.
– Time and efficiency savings: the development process is shorter and more focused.
– Synergy between people and technology: AI frees up analysis time, while the expert retains strategic control.
IN SUMMARY
Concept Screening by ActFuture is a dynamic co-creation between humans and artificial intelligence.
Humans guide, adjust and interpret; AI explores, measures and amplifies. Together, they enable companies to detect winning ideas faster and more reliably, while reducing the costs and uncertainties associated with innovation.