October sees the launch of the first of several launches by Spotless Group of concepts evaluated earlier this year using Hyperthetical's Proto innovation concept screening process.

Hyperthetical has just been commissioned to run a screener by a major UK soft drink manufacturer to compare the consumer appeal of six potential new brand names. Hyperthetical wont just compare the names for appeal and relative likeliood of trial, but also rate them on the basis of their conceptual communcation of key values.