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Different approaches can be used to rank product concepts. Each method has tradeoffs, and each can miss the mark. A variety of approaches can be utilized to reveal robust product concepts. In this context, to the left and right is a real example of 7 product ideas (diagnostic tests). While in hind sight, A is almost not believably desired (both high positive and high negative response), the more interesting point is how the other concepts vary across studies. Specifically, either B or E could have been chosen as a product, especially if A had development issues. But neither B nor E is robustly wanted. Instead C would be the best back up idea.

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