Decision Insight - In-Sight Newsletter

The combination of two products can have a violent reaction. Take diet soda and Mentos for example. If you haven't seen it in action, take a look at this video clip...

You are planning the introduction of a new product. The top competitor in the category just increased price while your existing product in the category is introducing a new line of flavors and is changing its packaging.

Unfortunately, the current research you are doing tests all these changes in isolation. When you decided to go forward with the new product launch, no one looked to see how those new flavors for your existing product might influence sales of your new product. At any given time, several changes are likely to happen in your category. However, without some central coordination, you won’t know how the change you are working on might interact with the changes another team is implementing. Inevitably consumers react to the sum of all the changes happening in the category.

In contrast, SimuShop (our virtual shopping platform) is deliberately designed to measure the interaction of products and allow you to perform “what if” scenarios. Preparing to measure the interactions in your category involves two initial steps:

First, unify your research as well as your marketing programs. Knowing what research is being conducted and understanding the marketing initiatives in your category go a long way to accomplishing this goal. Having open communication about the many efforts in your organization will help set realistic objectives.
Second, use the information about what is happening across your products to mimic those changes within your research. Accurate research depends on re-creating the decision context of the real world for the consumers participating in your research. Research works best when the environment of the study is similar to what consumers will actually be exposed to on the shelf.

Open communication and a research method that can evaluate the context of your category can help you avoid being all wet!

For more information about how to anticipate marketplace product interactions, call or e-mail Brad Barash (800.800.2124 x216).