SOURCE: Affinnova


February 09, 2011 09:00 ET

Affinnova Triples the Likelihood of Beating Leading Competitors

Results of Yearlong Study Released

WALTHAM, MA--(Marketwire - February 9, 2011) -  Affinnova, the global leader in marketing innovation software and services, today announced that 64% of client initiatives using their IDDEA software produce optimized concepts that outscore their leading competitor. Conversely, pre-optimization concepts from the same initiatives beat their leading competitor only 22% of the time. These findings are the result of a yearlong study of all client initiatives using Affinnova's IDDEA II software with competitive benchmark measurement capabilities.

IDDEA II is an all-in-one product that combines evolutionary optimization with comprehensive benchmarking. With it, marketers can enable an unlimited range of creative concept variations to bring the best to market in record time. Used by the world's most innovative marketers for new product concepts, advertising and product or package design, Affinnova's software platform enables vetting the entire considered space with consumers to identify the concept with the highest market potential. The measurement module then benchmarks these 'top concepts' against in-market competitors and various internal concepts to spot the market winners. 

"The beauty of adding benchmark measurement to our core IDDEA product is that it makes the value of optimization self-evident and thus, incredibly sticky," said Waleed Al-Atraqchi, CEO of Affinnova. "It is driving accelerated adoption and a remarkable 50% growth in company revenue this past year."

Affinnova and GlaxoSmithKline have been working together to introduce new products around the globe for four years. Most recently, IDDEA played a critical role in shaping the Aquafresh go-to-market strategy for Europe. "There are many factors that impact the market success of a consumer product, such as name, package and benefits," said Sarah Peel, Innovation Manager at GlaxoSmithKline. "Leveraging real-time consumer preference, Affinnova's unique technology enables us to explore concepts and reliably identify those with the greatest potential for success."

For more information or to request a demo of IDDEA, please visit

About Affinnova
Affinnova is revolutionizing how the world innovates. The company's software and services enable marketers to develop better performing products, ads and designs. Affinnova's patented technology reliably identifies the concepts with the greatest market potential from an unprecedented range of options. Once identified, top concepts are then comparatively measured against relevant benchmark and competitor concepts based on consumer preference. Global Fortune 500 companies such as Procter & Gamble, Unilever, Nestlé, Pfizer, Johnson & Johnson, Walmart, Microsoft, MasterCard and Citibank, depend on Affinnova to deliver higher success rates, bigger businesses and accelerated launch timing. For more information, please visit

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