A new technology feature is not automatically a meaningful brand innovation. Kantar's 2026 outlook calls for innovation rooted in a brand's meaningful difference and customers' motivations, rather than technology alone.
Choosing between two product ideas in the demo changes how each connects to the same promise. Before launch, validate the customer problem, existing promise and product experience together.
The fit signal is a teaching aid. A low-fit idea may still work under a new strategy, so test the assumption with customers.
When to use
Use when choosing which feature or product idea strengthens the brand promise.