Product eValuate™ – concept-product testing

Product eValuate is a concept-product test designed to assess how well a product fits with expectations set by its concept, and how it can be improved to optimise in-market performance.

Informing better new product launch decisions

Product eValuate addresses 3 fundamental new product testing questions:

Performance: What is the product’s ability to gain trial and repeat purchase? Does the product meet expectations? And ultimately, what is its likelihood of success?
Understanding: What elements impact trial and repeat purchase? How do the different product elements perform?
Optimisation: How can the predicted performance be improved to ensure success?

A critical success factor for new products is strong repeat purchasing, which is best predicted by concept-product fit.

Our expertise in concept-product testing

Using a unique individual modelling approach, Product eValuate provides simple, yet robust, summary measures, to accurately predict the likelihood of success:

Assessment of trial and repeat factoring in over-claim and inertia
Measurement of concept-product fit at an individual level
Norms to ensure the innovation is a strong performer
A simple, one-number KPI to provide clear and actionable recommendations

In addition, driver optimisation analyses ensure that any required improvements to maximise future potential performance are uncovered, and an indication of incremental sales can be estimated, to provide the ultimate test of Return on Investment.

A global insight brand

Product eValuate is being successfully used by many of the world’s leading FMCG companies. It can be applied globally to any packaged good category, whether for new product launches, line extensions or re-launches. Its benchmarking database allows for easy comparison across categories and countries.