Once you’ve screened and optimized a new concept or product, there’s still work to be done and questions to answer. Specifically, you’ll want to know how the product performs against the expectations you had at the concept stage. You’ll also want to know how to improve the product once it’s in the market.
After all, this is how consumers react to a new product: they set a certain expectation after they’re exposed to your concept; they then consume the product against that preset expectation.
Nielsen has the ability to conduct an analysis that will reveal the specific attributes by which a product exceeds, meets or falls short of expectations. In order to detect changes in consumer response from the concept to product-usage, Nielsen can compare responses from when the product was a concept to responses to the product once it’s in the market and being used by consumers.