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Home > Applications > New Products, Packages & Concepts
New Products, Packages & Concepts
The best method for evaluating new products, packages or concepts is in the proper context, with real customers in a real world environment.
 New Products, Packages & Concepts: Research Techniques Utilized
- Shop-Alongs
Qualitative, in-depth interviews conducted in-store with pre-selected or screened shoppers responding to a particular topic. Often an alternative or complement to focus groups during the ideation or concept screening phase.
- Point-of-Purchase (POP) Observation & Intercept Interviews
Quantitative research conducted at the point-of-purchase with shoppers observed browsing from a particular category.
- Vitality Lab
Provides a directional read on the potential of a concept, new product or package by subjecting the item to the scrutiny of actual shoppers in a live retail environment. Utilizes POP surveys and/or pre/post sales read to evaluate the item's potential and identify issues to be addressed prior to launch. Renderings or prototypes can be used in lieu of real product.
- Matched Panel Controlled Store Test
Provides a statistically sensitive read on the incremental sales impact of a new product or package by utilizing historical sales and a matched store panel/group.
- Controlled Market Test
Provides sales potential of a new product by placing test product in appropriate distribution points within a smaller, media-isolated market. Design provides ability to replicate national marketing plan.
- Merchandising Audit
Provides a point-in-time observation of merchandising conditions at retail. Any observable condition can be measured, including distribution, location, facings, promotions, pricing, etc.
- Post-Purchase Surveys
Provides feedback related to the use (i.e. storage, texture, taste) of the product and its intended repurchase.
- Point-of-Purchase Videotaping
Shopper behavior recorded at the point-of-purchase to evaluate customer interaction with the new product or package.
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The Power of Integration
Integrating two or more of these techniques provides comprehensive results, allowing you to understand the potential of a new product or package in terms of sales, consumer attitudes and trade acceptance.
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New Products, Packages & Concepts: Applications
The design of the research is typically dependent on which stage of development the product is in and the resources and timing available.
| Stage: Ideation & Development |
| Potential Research Techniques |
Purpose |
Scope |
| Shop Alongs |
Uncover opportunities and obtain consumer insight related to product or package alternatives. |
- Utilizes discussion guide
- Conducted by seasoned moderator
- 2 – 10 stores
- Fast turnaround
- Sample of 15 – 60 shoppers
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Point-of-Purchase
Intercept Interview |
Obtain consumer insight from customers related to a targeted category. |
- Utilizes questionnaire
- Conducted by seasoned interviewers
- Targets category buyers/browsers
- n = 75 – 500 respondents
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| Stage: Evaluation, Screening & Testing |
| Potential Research Techniques |
Purpose |
Scope |
| Vitality Lab |
Evaluate consumer reaction to a concept or new product, validate simulated test market (STM) results and/or identify potential product issues prior to launch. Trial and usage information can also be obtained if test product is saleable. |
- Utilizes renderings, dummy or saleable product
- Typically involves one or more of the following --
- POP Surveys
- Pre/Post Sales Read
- Purchase Call-backs
- Trade Surveys
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Controlled Market Test
• w/ or w/o POP interviews |
Determines sales potential of a new product or package with statistical precision. Real-world alternative to Simulated Test Market (STM). |
- Tested in appropriate outlets within small to mid-sized county market
- Actual consumer takeaway (POS data) is utilized to project year one sales volume
- Can replicate rational marketing plan
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Controlled Store
Matched Panel Test
• w/ or w/o
POP interviews
• w/ or w/o
Videotaping |
Determines the incremental sales impact of changes to an existing brand or franchise. |
- Matched store panels/groups: test vs. control
- 6 – 18 stores per panel
- 12 – 24 week test
(2 – 3 purchase cycles)
- Statistical precision – Analysis of Covariance
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| Stage: Post Launch |
| Potential Research Techniques |
Purpose |
Scope |
| Merchandising Audits |
Evaluate merchandising conditions to determine if product is present and stocked to specification. |
- Regional or national sample
- Field coverage in over 150 U.S. and Canadian markets
- Any observable condition can be measured
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| Point-of-Purchase Interviews |
Evaluate consumer reaction to new product. |
See Above |
Post Purchase Surveys
• Call-backs or On/In Pack |
Understand product usage, identify shortcomings and gauge repurchase intent. |
- Phone or web based surveys with purchasers qualified at the point-of-purchase
- Sample of 75 – 300 respondents
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