Post-Launch.
Make sure your product remains competitive.
Launching is just the beginning - the real challenge is staying relevant and competitive. We simplify continuous testing so you can track performance, respond to competitors, and adapt to consumer shifts with ease.
Monitor ongoing product performance
Uncover opportunities to optimize or renovate
Identify strengths to power communications
Powered by MMR, trusted by leading brands:
Monitor ongoing product performance
Keep a close eye on how your product performs post-launch. Spot early signs of declining consumer satisfaction or emerging competitive threats, so you can act swiftly and strategically to protect your market position.
Uncover opportunities to optimize or renovate
Gain clear insights into which aspects of your product need improvement in order to defend your current position, and where potential product enhancements could help you gain an edge over competitors.
Identify strengths to power communications
Benchmark your product against the competition to highlight your unique strengths. Use these insights to craft compelling communications that resonate with consumers and reinforce your brand’s market leadership.
Recommended
post-launch method.
Benchmarking
Our Benchmarking tools let you compare your product and proposition against competitors, revealing both strengths and weaknesses. Understand how your product and brand work together holistically to inform smarter strategies and maintain competitive advantage.
What you get.
EVALUATE
Uncover what drives consumer preference and product success
Product Potential Rating™
A single, intuitive score revealing how well a product experience delights consumers and delivers on the brand promise. Benchmark against your competitors and global norms.
DIAGNOSE
Detailed KPI performance breakdown
Dive deeper with four distinct KPIs that go beyond simple liking - giving you the insights needed to drive long-term adoption.
Immediate Pleasure
Measures instant consumer appeal - if you can find a product that more people really like, then the chances of success are higher!
Impact
Reveals how your product stands out and delivers unique benefits beyond the competition.
Emotional Alignment
Ensures your product experience matches the emotional promises of your brand, deepening consumer connection.
Functional Delivery
Assesses how well your product delivers the intended benefit or fits the consumer need.
OPTIMIZE
Clear guidance and next steps
Pinpoint and optimize the sensory, emotional, and functional factors that drive consumer preference and product success.
Conceptual Profiling
Identify your key conceptual associations and how the product and brand align – these lead to emotional outcomes which are a driver of longer term adoption.
Penalty Analysis & Said Not Said
Identify sensory improvements to maximize consumer satisfaction.
Sensory Portrait™ (Add-on)
Utilize objective sensory data to highlight which attributes boost or limit consumer appeal - guiding targeted improvements.
Add-ons.
Complementary solutions for more in-depth product insights
Sensory Portrait™
Leverage objective sensory data to reveal which attributes enhance or limit consumer appeal - so you can make targeted, high-impact improvements.
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.
Benchmarking refers to a type of test that is most often conducted with in-market products. It allows manufacturers to understand how their product performs versus the competition.
The innovation cycle doesn’t stop once you have launched, products will continually need optimizing and renovating to ensure they remain competitive. Benchmarking allows you to understand how your product is competing and whether improvements are required to keep up with the competition.
Yes. You can include as many benchmark products as you like, the key is that they should all exist within a similar consideration set for the consumer.
Any CPG or FMCG products are suitable - including food, beverages, personal care and household items.
Post-launch, either as part of a regular check-in or in reaction to a change in the competitive set or consumers expectations/needs.
Product Potential Rating™ is a proprietary, intuitive scoring system from Product Hub that reveals how well a product experience delights consumers and delivers on the brand promise.
Yes. Product Hub offers category-specific normative data, but the primary action standards in a Benchmarking study will be versus the competitor benchmarks included in the study.
Yes! Depending on the objectives we can either lead with the brand/pack using our Branded Benchmarking approach, or we can focus on the blind product performance and then look at alignment by revealing the brand/pack at the end, as per our Blind Benchmarking approach.
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.