The world's leading 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. The BASES II system stands at the front of the industry for making new product commercialization decisions. Our experienced client service consultants have the full array of BASES analytical tools at their disposal in a BASES II, providing comprehensive guidance to your new product team.  The primary deliverables from BASES II include:

• Complete understanding of volume potential in year one and beyond. 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, forecasting sales through an initiative’s second year in market, 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 true consumer adoption. A holistic consultation on all elements of the consumer “bundle”, including breakthrough ability, packaging, branding, and communication strategy brings critical insights to inform your launch strategy.
• An assessment of longer-term initiative viability. Extensive R&D has shown that BASES measures of after-use product fulfillment are highly predictive of a product's ability to retain consumers in your franchise. We provide this perspective in BASES II, along with advice for how to increase your product's staying power with consumers.

• Consultation on improving 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 and products is, by far, the industry’s most comprehensive collection of norms for new product development.

Methodology
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.
Consumers who respond favorably to the concept—representing likely triers—are asked to try the product in home. After they have had a chance to use it, they are re-contacted for a second interview to evaluate their experience with the test product.

We integrate consumer response to the concept, the test product, and your intended marketing support in the BASES Global Model to conduct volumetric analysis and employ a host of other analytical tools on the consumer data to advise you on optimization opportunities.

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