Consumer reaction to the new product ‘concept’ had been very positive
However, client needed quantitative validation for the product, and confidence in volume projections including a better understanding of source of volume
‘Path to purchase’ was non-traditional and could be executed several ways. Client needed facts/data to better assess the options, benefits/trade-offs and potential risks
Fair amount of time/resources dedicated to development of new product
However, this product was in a sub category for which the company did not have a lot of credibility or experience; and it is saturated with mature competitors
Very unique target segments with divergent needs/priorities
Client needed disciplined, fact based support for the launch with realistic expectations
What's our approach?
Demand driver analysis to understand how macro-trends (economic, demographic, fashion, etc) might impact future consumer behavior
Documentation of related learnings from analogous categories
Detailed insights into current and emerging consumer needs, attitudes and evolving behaviors, perceptions of competitor offerings, hierarchy of important product features and benefits, discrete choice analysis
Recommended target consumer profile, features and benefits for messaging/communication, points of competitive differentiation, and recommended value proposition; most likely sources of volume and potential cannibalization risks; economic size of the prize
Show your work: the results
Launch plans for key departments (marketing, sales) adjusted based on learning and recommendations
Implementation/Launch plans executed based on new recommendations including different price point, different channels of distribution and emphasizing different features and benefits
