room44 CRiTT Test

Timing is everything.

Ideas thrive when they meet their moment. Product and service innovations can be too early or too late to appeal to consumers and succeed in the marketplace.

room44’s CRiTT Test explores feasibility and timing issues, scoring your ideas to provide validation and direction. We will help you plan an innovation strategy framework, so that your team can see what’s happening and in what order.

We’ll establish scoring criteria across four parameters:

Commercial factors: will it sell?

Regulatory control: are you allowed to sell it?

Technical feasibility: is it possible – and if not, what’s the solution?

Timing: when will the market be ready for it?

A side-by-side view of your scored ideas plots a roadmap to your strategic endpoint. The result is a clear, justified, well-timed and robust innovation strategy that you can confidently present to your business.

Talk to us.

Tell us how to reach you and we’ll arrange a confidential initial consultation.

Or you can contact us on

+44 208 144 9800 or

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Pitching room44

Our objective is to leave you with an innovation portfolio and a sequence of actions. This gives you an advantage in your marketplace: knowing what consumers will be looking for before your competitors, and often before consumers know themselves.

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Your consumer persona must change – or die.

Millennials are a pain in the backside. They dominate the room during ideation sessions, and management teams are fixated on them as the single most important customer segment. So much has been written about the behaviours and preferences of the millennial generation...

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What is room44?

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