Cambri

We caught up with Louise Duvall, Director of Consumer Insights at Revlon, at Quirk’s NYC (Quirk's Media) to discuss how AI is changing the way innovation teams evaluate new product concepts. 📊 Dani Kamras, Co-founder at Cambri, spoke with Louise about the limitations of traditional concept testing—from manual analysis of consumer feedback to relying on purchase intent metrics that don’t always predict real-world success. 💡 One of the biggest takeaways from the conversation was a shift in mindset. Rather than asking “Will consumers say they’ll buy this?”, Revlon is focusing on a much more commercially relevant question: “What is the likely velocity of this product once it reaches the shelf?” As Louise explains in this article, this wasn’t simply a new way of scoring concepts - it was a fundamentally new way of thinking about concept testing. 🚀 Thanks to Louise and the Revlon team for sharing their innovation journey with us, and for joining us at Quirk’s NYC.

What Matters Most in a Modern Innovation Platform?

🚀 Predict Winning Ideas Before You Invest in Their Development Dr Heli Holttinen PhD, Chief Product Officer & Co-Founder at Cambri, introduces Launch AI Instant. Innovation is expensive and uncertain—too many ideas, limited budgets, and weak metrics often force early decisions without real evidence. Launch AI Instant changes this with AI-powered screening that predicts which ideas will succeed before testing, using models trained on POS data. ⚡ - 74% prediction accuracy (vs. ~33% for purchase intent) - Instant screening - from ideas to prioritisation in seconds - Lower research costs by screening at scale More winning ideas. Less wasted effort. #Innovation #AI #CPG

Does the concept drive total sales—or is it all about execution? In our latest analysis, “The Innovation Question We Should Be Asking: Does the Concept Drive Total Sales, or Is It All About Execution?” by Dr. Apramey Dube, we analysed 900+ product launches to find out. The answer might challenge how you think about innovation. 💡 Here’s the short answer --> The concept matters a lot more than most innovation teams assume. Our analysis shows that strong concepts can generate their own consumer pull and sustain performance even without heavy distribution push. “What this shows is that, while distribution can buy you trial, it can’t necessarily buy you staying power. Lasting success requires innovation ideas with real underlying consumer pull - able to sustain strong rates of sale, long after the initial launch push” “The ability to accurately predict this consumer pull fundamentally changes the role of Insights. Concept testing shifts from interesting to indispensable - becoming a critical, early-stage commercial tool that shapes forecasts, guides investment, and ultimately determines what gets scaled and what gets stopped” - Nick Graham, Former Insights SVP, Mondelēz International & PepsiCo, Vertemis 👉 Read the full article to see what drives innovation success—and what most teams get wrong. #Innovation #ConsumerInsights #ProductDevelopment #AI #ConceptTesting

🚀 The say–do gap is causing product launch failures. Consumers often say one thing and do another — leaving traditional benchmarks and KPIs misaligned with reality. The result? Strong concepts get cut, weak ones slip through. With Launch AI, Cambri combines what consumers say and what they actually do — delivering 80%+ accurate predictions that close the say–do gap and gives brands the confidence to launch successfully. 🎥 Watch the 2-min clip with Rondi Rhodes (McKee Foods) and Marlon Cumberbatch (Cambri). 🔗 Learn more & get in touch: https://www.cambri.io/ #AI #Innovation #ConsumerInsights #ProductLaunch #FMCG #CPG #QuirksNYC

🚀 New Cambri eBook: What Actually Drives Alcohol Innovation Success? Innovation in the alcoholic beverages industry has never been tougher. With crowded shelves, fast-changing tastes, and premium expectations rising, most new launches struggle to survive. To understand what truly separates the least successful launches from the fastest-turning winners, Cambri conducted one of the largest longitudinal meta-analyses ever done in this category — evaluating 165 alcoholic beverage concepts launched or available within the past 24 months. The patterns were clear: ❌ Many new products struggle to gain traction ✅ The most successful launches consistently get six critical drivers right Our new eBook, authored by Dr. Apramey Dube, reveals: 🏆 The 3 “Must-Haves” every concept needs to avoid early failure — including cues linked to key category entry points and how consumers mentally access the category 📈 The 3 “Winning Levers” that drive the strongest rate-of-sale performance 🧠 How Launch AI analyzes consumer open-ended responses in detail to uncover — for the first time — what’s actually driving successful outcomes 📊 Real examples showing how the highest-performing concepts differ from weaker ones 💬 As Nick Graham (Insights Leader; ex-Mondelēz & PepsiCo, Vertemis) puts it: “In a world of proliferating choices, successful innovations in categories like alcohol can feel more elusive than ever. But this incredible piece of meta-analysis from Cambri shows that there is a predictable formula for what will land — and stick — with consumers.” If you work in innovation, insights, marketing, or category leadership in alcoholic beverages, this eBook is your new evidence-based playbook. 👉 Download the complimentary eBook - https://lnkd.in/enUYw7Cj Keep on iterating, Cambri #Insights #Innovation #AlcoholicBeverages #ConsumerInsights #ProductInnovation #AIinInsights #MarketResearch #BeverageIndustry #RTD #Spirits #GrowthStrategy #LaunchAI #FMCG #FoodAndBeverage #DataDrivenInsights #ConceptTesting #PredictiveAnalytics #BrandGrowth #CategoryEntryPoints #MentalAvailability