Monitoring Consumer Acceptance of a New Product Launch:  A Case Study

This case study demonstrates the collaborative benefit of integrating research information to generate actionoriented recommendations.

Comparative Trial Levels

After four months in market, Brand A household trial compares favourably with that of competitive launches and category norms derived via Homescan. However, opportunity exists to leverage a greater reach, if we can overcome those factors currently inhibiting trial. ACNielsen | Omnibus results suggest that:

• The product format lacks appeal for a large cross section of the population.
• Satisfaction with the current product remains high, suggesting the launch activity is not sufficiently motivating to encourage a change in consumer behaviour.

Repeat conversion is also a key determinant of longer-term product success. It is critical that marketers bond consumers to their brands and give them a reason – a key point of difference – that justifies the purchase decision and sustains a loyal buyer base.

Comparative Conversion Levels

With specific reference to the case study, current conversion rates sit somewhat below what we might expect given normative results. While Homescan provides insight into core diagnostics, customised research is required to unearth the key consumer factors underlying poor conversion. Product efficacy is cited as the key factor inhibiting future purchase, indicating that the product is falling short of consumer expectations. Product formulation may require further consideration in order to maximise sales efforts.

From a demographic standpoint, both methodologies point to the fact that Brand A communications are reaching the core target. Homescan further confirms that Brand A is doing so without a greater than expected cannibalisation of the core range. Therefore, if the manufacturer is able to address the issuesidentified, Brand A has every chance of success.

New Brand Source of Volume