Challenge
Our client, a new entrant in the personal hygiene category, was launching a totally new product format meant for on-the-go usage, targeted at school children, and wanted to understand the potential of the concept.
Approach
Understanding the perception of the new concept in a real competitive context was essential, so we recommended Concept eValuate ‘in context’.
Concept eValuate in context replicates the actual purchase experience by simulating the choices people make in a realistic competitive environment, to predict the true in-market potential.
Insight
We estimated the end-of-year volume for the concept in the current competitive environment.
More importantly, we identified a wider target potential than our client had originally intended, providing opportunities for new growth avenues.
Impact
The new format was launched and generated over 10% increase in the brand’s revenue.
Our predictions from the study had an 80%+ accuracy against in-market volumes the launch achieved.