Launch.
Make sure your proposition lives up to expectations.
Bring your brand, concept, pack, and product together to evaluate holistic performance. Quick and easy final validation helps you launch with confidence, knowing your innovation meets consumer and business expectations.
Validate the complete proposition
Pinpoint what motivates trial and repeat
Identify final product tweaks
Powered by MMR, trusted by leading brands:
Validate the complete proposition
Understand how all elements of your proposition work together. This holistic view ensures that each element complements the others, creating a seamless experience across concept, pack and product delivery. By measuring these elements together, you can be confident your offering resonates fully with your target audience.
Pinpoint what motivates trial and repeat
Uncover the specific features and benefits that truly excite and engage consumers, sparking initial trial and encouraging ongoing loyalty. These insights show what makes your product stand out, highlighting compelling hooks for launch communications and increasing your chances of market success.
Identify final product tweaks
Leverage detailed consumer feedback to make precise, data-backed adjustments to your product, concept or packaging. Targeted refinements help close any gaps between expectations and delivery, enhance overall satisfaction, and maximize likelihood of strong market entry and long-term performance.
Recommended
launch method.
Concept Product Testing
Go beyond standard trial and repeat measures, analyzing how well your concept and pack set expectations, and how your product delivers on them. Use in combination with our Sales Forecasting add-on to confidently size sales opportunity and ensure a successful launch.
What you get.
EVALUATE
Confirm the potential size of prize
Sales Forecasting (Add-on)
MMR’s proven Sales Forecasting methodology provides reliable estimates of your product’s sales potential during its first and second years on the market.
DIAGNOSE
Detailed KPI performance breakdown
Detailed breakdown of concept and product performance, plus metrics that inform volume estimations to help understand the potential success of your proposition.
Unpriced Purchase Intent - Concept
Measure consumer reaction to your proposition and understand who your target audience is.
Unpriced Purchase Intent - Product
Understand consumer reaction once consumers have assessed the product.
Retention
Identify the proportion of consumers who remain positive across the whole proposition, and whether you need to optimize the concept and/or product to increase breadth of appeal.
Impact
Reveal how your product stands out and offers unique benefits beyond competitors. Positive purchase intent isn’t enough; your proposition must outperform others to guarantee a place in consumers’ repertoires.
OPTIMIZE
Clear guidance and next steps
Pinpoint and optimize the elements of your proposition that will drive initial trial and repeat purchase.
Sticky Notes
Identify and optimize the elements of your concept, pack, and product that will drive higher trial and repeat - so you can launch with maximum impact.
Penalty Analysis
Identify improvements to maximize consumer satisfaction.
Pricing
Understand reaction to any intended price point(s) and how this impacts those who were initially positive – i.e. are the intended price points optimal or too expensive.
Add-ons.
Complementary solutions for more in-depth product insights
Sales Forecasting
Use MMR’s robust and repeatedly validated forecasting methodology to size sales opportunity over the first and second year of launch.
FEATURED CASE STUDY
Exploring NPD potential & refining positioning.
Associated British Foods wanted to explore the potential of a new RTD extension within the Ovaltine brand.
Delivered in
17 days
Consumers
150
Market
Thailand
Approach.
ABF conducted a Concept Product Test CLT featuring two products: their new Ovaltine RTD and a leading competitor. We enlisted 150 category users to assess how the product experiences matched the expectations outlined by the concept.
Outcome.
Consumers responded enthusiastically to the new Ovaltine RTD product, with particularly strong resonance among health-conscious audiences - a growing and valuable consumer segment. Ovaltine's distinctive malty flavor was well-received, and there is an exciting opportunity to further amplify its sensory appeal to make it an even more compelling choice. ABF gained valuable insights to help shape communication development, strengthen purchase intent, and support a premium price point.
Our work.
What we’ve been working on recently
Frequently asked questions.
Concept Product Testing is a final stage validation ahead of launch, ensuring your proposition works optimally and is set to achieve your goals.
Combined with Sales Forecasting, Concept Product Testing helps confirm the strength of the proposition, provides evidence for retailer sell-in, and uncovers motivating messages for launch communications.
Absolutely. Including benchmarks is the most robust way to measure the performance of your proposition, and its potential to win in the market.
Any CPG or FMCG products are suitable - including food, beverages, personal care and household items.
Concept Product Testing should be used as a final stage validation before launch, or ahead of re-launching a renovated product.
Sales Forecasting is used by many CPG companies prior to launch, to validate that the proposition is going to achieve the sales needed to support, and make it profitable. It combines consumer metrics around trial and repeat rates, along with sales data for established in-market products, to provide predicted volume forecasts for year 1 and 2 after launch.
Yes. Product Hub offers category-specific normative data, however for Sales Forecasting we require an in-market benchmark to be included within the study.
Yes, and we strongly recommend it. The pack is the touchpoint consumers are most likely to experience in market, so the “Concept” in a Concept Product Test should include a pack shot. In some cases the concept might even be a pack shot.
Timelines vary by complexity, but with Product Hub’s streamlined setup and logistics, many clients receive top-line insights within 2-3 weeks of commissioning.
Yes, Product Hub offers both in-home and central location testing in over 40 markets, giving you flexibility at every stage.