Estimating market potential of a new personal care product

We showed a new entrant to the personal care category the potential of a totally new product format, by testing it in a simulated shopping environment.

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.

Get in touch
Related solutions
Ga aan de slag met de juiste ideeën en ontwikkel nieuwe producten en diensten die de sales van jouw portfolio stimuleert en je merk uitbouwt.