Want Online Buzz for Your New Product?
The
article summarizes the results of a collaborative study from
BASES and Nielsen BuzzMetrics of
online consumer buzz and the implications for new CPG
products. This unique study represents a first for the
industry and a good example of what the new Nielsen Company
is capable of. The study integrates pre-market learning
from BASES with in-market measurement of buzz, retail sales,
and traditional media.
The
Secrets of New Product Success
Through thirty years of new product testing and
extensive analysis of in- market data, BASES has isolated a
handful of factors that are key to the success of new
products.
Valuing
New Product Innovation
Characterizes innovative or disruptive new products and
focuses on how to value innovation. BASES shares its
experience with forecasting innovative products and
discusses the consequences and implications for marketing
innovative new products.
How to
Secure Incrementality. Line Extensions or New Brands?
Getting true incrementality, not just limit
cannibalization, is really complicated and marketers'
top priority when launching line extensions. BASES
analyzed its experience database as well as ACNielsen
data to understand and quantify what drives
incrementality and how to secure it.
Succeeding
in Year II and III
Most new products experience sales decreases in Years II
and III, and are ultimately withdrawn from the market. This
presentation uncovers some of the major reasons for Year
II and III sales declines and suggests a strategy for more
effective new-product management.
STM
Modeling Overview
How
do Simulated Test Market systems like the BASES system
work? A tutorial on the main components of a pre-market
forecast, which ones have the greatest impact on volume,
and which ones marketers can control to the benefit of
their new product initiative.
The
Importance of Awareness and Copy Testing for New Brands
Utilizes in-market data to underscore the importance of
awareness and copy quality in generating trial for new
brands. |
