In today’s world of fragmented media, viral marketing and exploding consumer choice, even successful launches do not always result in top-line growth. Given the high failure rates, a fresh approach to launch evaluation is required –one that accounts for word of mouth, digital media, the in-store environment and one which understands the source of new product sales.
At TNS we know that big top-line numbers are not always best. Success must be measured in terms of how much incremental volume a new product adds. Looking beyond averages and the traditional, aggregate approach to modelling is crucial to achieving this.
Our individual-based modelling provides a unique understanding of the source of new product sales, adjusting for cannibalisation and predicting true, incremental growth. Launch eValuate is proven to double the accuracy of source of volume estimates, providing a more robust basis for business planning.