Delivering the right concept for your brand is essential to gain consideration and keep your business top-of-mind, and so the testing of concept material is a staple research methodology. But are we asking the right questions to really understand which concept routes have the greatest potential? Nicola Vyas, Senior Director joined us in our 3rd Annual Innovation Day Webinar series as she delved into why utilising the sticky ideas framework in quantitative concept testing allows us to move beyond appeal to truly identify ideas that resonate. To gain access to this on-demand webinar, please contact h.butlin-moran@hrwhealthcare.com with the subject line: ‘Ideas that Stick: Why Liking and Appeal can Lead us Astray when Developing Concepts’ Apply Now!