Putting a fresh face on new product development for No7

No7-case-study
After realizing the power of agile concept testing, No7 developed a robust insights program with the Kantar Marketplace platform at its core.
Caroline Morley, No7 Global Insights Manager, Walgreens Boots Alliance“The concept screening program we’ve implemented in partnership with Kantar has given us a fully validated new product development pipeline. We’re confident in the products we’re launching and know how to optimize the concepts to maximize commercial potential. Kantar Marketplace is such an agile approach, and the analytics dashboard is really convenient for accessing results. The expertise and interpretation we get from the team at Kantar has added so much value.’’ 

Challenge

Since 1935, No7 has offered science-backed beauty and personal care products to help women look and feel their best. The brand works with multiple vendors to innovate successfully, including their own product innovation department, and they needed a systematic way to ensure that new products would appeal to their target consumers while driving growth and differentiation for the brand.

Approach

Given their robust product line and rapid pace of innovation, No7 sought an agile solution from Kantar that could easily scale up or down based on their needs and help them respond in a highly competitive, trend-driven industry. No7 selected Concept eValuate on Kantar Marketplace for an initial project covering three skincare concepts, but quickly realized the potential of agile concept screening – rapidly scaling their program to over 150 concepts in just a few months.

Insight

Using Kantar Marketplace, No7 was able to tap into the speed and cost efficiencies offered by a market research platform while still benefitting from Kantar’s consultancy. This provided the brand with recommendations on where to proceed versus stop, and how to improve product concepts, and ultimately gave No7 confidence in future product pipeline.

Impact

The adoption of a systematic, platform-based approach allowed No7 to access past results and generate holistic learnings across projects, forming the backbone of a truly agile insights program that drives more effective new product development. Having served the cosmetics and skincare industry for almost a century, No7 can now go to market with more confidence knowing that even their newest products will help position the brand to stand the test of time.

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