A powerful system for assessing new product potential and optimizing a consumer proposition

Choosing to invest behind a new product launch is one of the most difficult and important decisions that manufacturers make. BASES helps its clients improve the odds for success by making more informed choices at the commercialization stage. Our experienced client service consultants have a substantial array of BASES analytical tools at their disposal in a BASES I, providing reliable guidance to your new product team.  The primary deliverables from BASES I include:

•  A strong understanding of volume potential. BASES is unmatched in our ability to produce reliable sales estimates and insight on the drivers of sales. Beyond just introductory year gross sales, we also have strong capabilities in estimating incrementality and identifying insights that help to optimize overall potential.

• Consultation on how to improve the odds for consumer adoption. The proprietary BASES introSCAPE framework represents a model of the consumer adoption process, which we use to help diagnose your new product’s ability to achieve consumer adoption. This framework informs all elements of the consumer “bundle” that will impact consumer trial, including consultation on breakthrough ability, packaging, branding, and communication strategy.
• Consultation on improving the productivity of your marketing plan. Our leadership position has allowed us to develop databases including thousands of new product marketing plans. This unique capability gives us unmatched ability to consult with you on improving the level and allocation of support for your new brands.
• Relevant insights from comparisons to your peer group. BASES Database of new concepts is, by far, the industry’s most comprehensive collection of norms for new product development.

Methodology
BASES I is a “concept only” study, in which we do not place product prototypes with consumers.  (BASES II adds this important capability.)  While product placement always yields relevant insight on concept/product fit and helps guide BASES forecasting and consulting, sometimes product availability is constrained by supply or regulatory issues.  In these cases, a BASES I is appropriate.   In BASES I, consumers are exposed to information about the new product in a “concept” that communicates the features, intended benefits, and price.  The concept could take the form of something that resembles either a print or a television ad.  Consumers are asked several questions about their interest in the concept, including likelihood to buy, frequency of purchase, transaction size, value perceptions, and many other important diagnostics.

We integrate consumer response to the concept, your intended marketing support, and assumptions about consumer acceptance of the product in the BASES Global Model to conduct volumetric analysis.  In BASES I, our extensive category knowledge and access to current Nielsen in-market data are key to helping us build a range of reliable sales estimates across marketing plans.                                                                                 

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