Automated Product Testing Solutions
Concept-Product Testing
Ensure your innovation meets consumers' expectations and maximizes its chances of being adopted into their regular use.
Design
Branded concept/pack led assessment
Assessment
Monadic
Methodology
CLT & IHUT; 2-3 products;
Timeline
From 10 days
Markets:
You have done a great job getting to this stage, now you need to validate that your proposition works holistically.
Our Concept Product Testing tool goes beyond traditional trial and repeat measures, analyzing alignment between concept/pack expectations and product delivery which is essential for encouraging longer-term adoption.
If you aren't promising, and delivering, a better or differentiated experience, then why would consumers switch from what they are already using?
Outputs
Concept Assessment - expectations set by concept and strengths and weaknesses
Performance of Products on KPIs - to identify strengths and weaknesses of your product
Product Retention - the proportion of consumers who remain positive post trial
Brand Alignment - to ensure the new product experience delivers on the brand promise
Other solutions
Sales Forecasting
Use MMR’s robust and repeatedly validated Early Volume Forecasting (EVF) methodology to size sales opportunity over the next two years, early on in the NPD process.
Prototype Screening
Track that you are on target on delighting your consumers, prioritize formulations to take forward, and identify optimization opportunities.
Branded Benchmarking
Benchmark your holistic product experience -brand, pack, and product versus your key competitor to identify areas of superiority, or pinpoint opportunities for optimization.
Case Studies
Redefining great tasting plant-based healthy snacking with Jade & Joy
Using Product Hub, they conducted a Concept Product Test IHUT to understand how their product experience performed against expectations and versus the competitors with our Sensory Portrait bolt-on providing an objective understanding of how the sensory experience of the products differed.
Approach
Using Product Hub, they conducted a Concept Product Test IHUT to understand how their product experience performed against expectations and versus competitors.
The results provided clear evidence of superiority, particularly versus the direct plant-based competitor. This was especially apparent in the sensory experience where our sensory panel found clear differences in Jade & Joy, detecting less “off notes” that can be associated with products in this category.
This difference was echoed in the consumer results where they identified Jade & Joy as more optimal tasting, and more likely to exceed expectations! The product experience elevated consumers’ perceptions of an already strong concept, meaning post-tasting Jade & Joy was winning on key brand equities contributing to perceptions of Jade & Joy being a superior proposition.
Outcome
These results confirmed Jade & Joy’s belief that their bars were great tasting, arming them with the evidence they needed to drive conversations around retail listings. However more than this, the research provided crucial insights to feed into discussions around optimal positioning in store and strategies to maximize trial - our results showed that if they can get consumers to try the bars, they should keep coming back!
