New initiatives have many moving parts which need to work together to achieve full consumer potential. Going beyond "purchase intent" to optimize packaging, communication, pricing, marketing support, and concept/product fit is an important step in the development process.

Initiative Optimization
		How does our new product fit within the consumer adoption process, and what should we do to improve the odds for a successful launch?
		How does sales volume vary with retail price?
		How does our marketing plan compare with others in the category? Where should we make changes to our plans to be more competitive in the market?
		We were surprised by how consumers reacted to our product in the BASES II study. How can I get additional qualitative feedback from these consumers?

		How can we optimize product performance prior to volumetric testing and commercialization?
		How can I understand my package's breakthrough ablity?