Case Study: Carlsberg improves new product development decisions with System1's Test Your Innovation platform

Carlsberg - Customer Case Study

Carlsberg sought to educate aspiring marketers on the complexities of new product development and the high rate of innovation failure. Their specific challenge was to find a time-efficient and predictive methodology to illustrate how to turn theoretical ideas into successful market products. To address this, they turned to the Test Your Innovation platform from vendor System1.

The solution from System1 used a method based on behavioral science, measuring consumers' instinctive emotional responses to new product concepts instead of relying on claimed intent. This approach identified that only one out of ten student-generated ideas had strong market potential, accurately reflecting the real-world 95% failure rate. The testing provided clear, quantifiable data on emotional reaction ratios, allowing Carlsberg to demonstrate which concepts warranted further investment and refinement.

Carlsberg

Thomas Amstutz

Chief Executive Officer