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Design/Methodology:
Face to face interviews.
Allow monadic or sequential monadic (max. 3 concepts exposure).
Single or Multi-cell design, with 150 respondents per cell.
Marketing
Issues Addressed:
Market opportunity
evaluation at early stage in NPD process.
Identifies major consumer barriers.
Analyses
Delivered:
- BASES Database Comparison on concept key measures (purchase
intention, liking, price value, new and different)
- Concept Potential Score (a volumetric index computed based
on consumer data assuming 100% distribution and 100% awareness
and good product performance)
- Year 1 ballpark volume estimate based on rough marketing
assumption (no confidence interval)
- Source of Trial Analysis
- TURF Analysis (line optimisation analysis) if more than
1 SKU.
Works With:
Retail, Media and CPS data as input to the marketing plan.
As a first stage screener to select for BASES I, etc.
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