01
Velocity
Rate of acceleration in mention and intent signals.
How It Works
Signal becomes pattern becomes decision.
The same set of inputs always produces the same set of outputs. Two operators running the same query get the same answer. That is the methodology, in a sentence.
The Pipeline
Seven stages, one direction.
The Math
Seven metrics. One composite.
02
Whitespace
Concept density relative to incumbent shelf coverage.
03
Durability
Signal persistence across rolling windows.
04
Feasibility
Formulation, sourcing, and regulatory tractability.
05
Margin headroom
Modeled gross margin against shelf-price targets.
06
Channel fit
Match against natural, mass, club, and DTC dynamics.
07
Substantiation
Evidence quality for the claim set the concept implies.
Audit Case
Functional creamer, six months early.
Q1 NURiQ flagged a functional creamer concept at score 87. The signal was visible in recipe sites and TikTok save velocity. SPINS data did not catch up for another six months. The team that watched the signal had product on shelf before two competitors finished their concept validation rounds.
Every input that produced the 87 is logged. Every weight is documented. The audit log makes the decision defensible, in front of a board or a buyer.