Do consumers choose your new product in isolation, or do they look at your new product beside the ones they currently buy and pick the one that seems most appealing at that moment?
The obvious answer is that almost all product trial involves a direct trade-off, but most research unrealistically tests new products in isolation, asking a series of five point questions that really all measure the same thing (liking).
Our approach uses trade-off questions to understand the choices that consumers are making as they consider new products.
The benefits of our approach are that it allows us to:
- Accurately model share, volume, incrementality and source of volume for innovations (as demonstrated in the data at right, which is from a pilot study).
- Cost-effectively screen a large number of ideas.
- Create a streamlined, intuitive survey for respondents.