Companies are rarely short of ideas—the challenge is how to select the right one and implement it in a way that will be successful.

Millward Brown Optimor is expert at evaluating the potential for an existing or new brand to create value in new categories and markets. This includes evaluation of a product's appeal to potential customers, market sizing, investment requirements and analysis of financial viability.

For innovations that make it through the screen, the analysis extends to product pricing, distribution, brand, and marketing investment strategy and full business plan development.