Purpose: The “Individual Preference Effect” (IPE: Faulmüller et al., 2010; Greitemeyer and Schulz-Hardt, 2003; Greitemeyer et al., 2003), a form of confirmation bias, is an important barrier to achieving improved group decision-making outcomes in hidden profile tasks. Group members remain...

Whereas there is general satisfaction with straightforward picture‐board techniques for testing me‐too and brand extension product concepts, there is a widely held belief that such techniques are inadequate in accurately gauging the appeal of truly innovative concepts. “Living with the...