NIELSEN BASES INSIGHTS

NIELSEN BASES PRODUCT TESTING

PERFECTING YOUR PRODUCT: WHERE DO YOU STAND?

Based on over 600 validated in-market launches, repeat potential is the best indicator of success when developing your product. Products that score in the top 20% of repeat are 15 times more likely to succeed than those in the bottom 20%, and marketers are leaning on the methodologies that give them the best insight into this metric:

9 OUT OF 10 RESEARCHERS

agree that In Home Use Testing (IHUT) is the most accurate assessment of repeat potential compared to Central Location Testing (CLT) or Focus Groups

 

IHUT IS THE ONLY METHODOLOGY

that researchers wish they could do more of compared to Central Location Testing (CLT) or Focus Groups

DELIVER ON EXPECTATIONS

Launching a product that delivers on consumer expectations can increase its year 1 volume by 30% compared to one that doesn’t—so meeting these expectations is key. But many marketers don’t do their due diligence to find out if their new product will meet expectations as often as they’d like. So how does your attitude compare to other companies’ when it comes to perfecting your product in the final stages of development? 

INCREASED TESTING LEADS TO INCREASED SUCCESS

47% OF RESEARCHERS

spend less time testing the product experience than they think they should 

TWO-THIRDS

believe that skipping this step is most likely to impact future success of the product 

TIME

is the biggest roadblock to product testing before the final launch investment 

It’s also extremely important to resist the urge to launch before you’re ready. You never get a second chance to make a first impression, especially when product disloyalty is at an all-time high. Therefore, taking a “launch and learn” or “optimize in flight” approach once a product is available online introduces unnecessary risk, particularly when you consider the ramifications of bad reviews. Having a good product the first time around is critical. In looking at several products that were tested with Nielsen BASES and then launched on Amazon.com, we see a strong correlation between a product’s ranking in the BASES database and the product rating online, both of which signal higher chance of continued success.

Tight timelines and budgets mean you are often forced to skimp on your new product development process. As a result, crucial steps, such as allowing consumers to use the product in a real world setting, are often executed haphazardly at best, or even worse, skipped altogether. With BASES Product Quick Use, you don't have to compromise. Our fast, affordable product testing solution allows consumers to interact with your new product in their homes and provides you with crucial insight into how it is performing against expectations in as little as 15 days, making it easier for you to assess this critical product development point.

SOURCES:

Nielsen State of Innovation Survey 2017

Nielsen State of Product Testing Survey 2017