Home > Techniques > Vitality Lab

Vitality Lab
Provides a fast, low cost alternative for evaluating the potential for new products, line extensions, or merchandising initiatives

A Vitality Lab provides a directional gauge of your initiative’s potential in a real world environment, with real consumers making real purchases. Sales rates and/or consumer responses to the initiative can determine if another, more precise level of in-store testing is warranted or if a particular issue needs to be addressed prior to roll-out. This research is also often used as a disaster check prior to a launch or to substantiate the results of a simulated (BASES) test market. Either saleable or unsaleable product can be utilized based on production capabilities.

Vitality Lab: Applications

• New Product Introduction
• Concept Screening
• Line Extension
• Brand Restage
• New Formulation
• New Positioning

Vitality Lab: Design

Integrated Research custom designs each Vitality Lab based on our client's specifications and objectives. Our Vitality Labs can be conducted within any desired trade class and retailer.

When it's the appropriate testing method:

• Limited time or budget
• Validate Simulated Test Market results
• Disaster Check
• Volumetric precision is not critical (no forecast required)
• Directional sales results
• Fine tuning merchandising/marketing details
• Screen concepts and determine which has the greatest potential

Benefits

• Short duration and fast results
• Relatively low cost
• Results based on actual sales and responses from real purchasers
• Opportunity to obtain feedback from a relatively robust sample of qualified respondents

Vitality Lab: Execution

When conducting tests in a live environment, the level of execution dictates the accuracy of the test results. Integrated Research has the experience and field network to ensure that your test is set and maintained to specification. Our project staff averages over 25 years in conducting such research and oversees every aspect of the Vitality Lab's execution, including:

• Recommending markets and accounts
• Obtaining trade cooperation
• Setting test conditions
• Maintaining test product distribution and shelf maintenance by direct store delivery
• Monitoring category merchandising activity
• Providing ongoing sales and warehouse inventory reports
• Collecting and reporting consumer attitudinal reaction to the initiative

Back To Top