In today’s world of fragmented media, viral marketing and an explosion of consumer choice, even successful launches do not always result in top line growth. Given the high failure rates for new product launches, a fresh approach to evaluating launch decisions is required - an approach that provides precise direction and captures the impact of word of mouth, digital media and the in-store environment.
At TNS we believe success must be measured in terms of how much incremental volume a new product or service adds to a client’s total business – biggest is not always best. We look beyond averages and challenge the traditional, aggregate, approach to modelling. Launch eValuate uses individual-based modelling to uniquely understand source of volume in order to predict incremental growth.
Further, Launch eValuate’s micro-modelling approach takes account of awareness created in-store and models the impact of word of mouth to accurately optimise the efficiency of the marketing launch plan. Launch eValuate reflects the true market impact of new product and is proven to improve forecast accuracy and double the accuracy of source of volume estimate providing robust basis for business planning.
Contact - David Soulsby