Product Innovation & Renovation

With the marketplace and your competition in constant motion, you can’t afford to have your products stand still.

The marketplace—and your competitors—are in constant motion, so you can’t afford to have your products stand still. But launching a new product or refreshing an existing one requires a deep understanding of the market, and an execution strategy based on the best data available.

So how should you develop and market your product to ensure a strong performance? What is the volume potential of your initiative and the best way to position it vis-à-vis your competitors? What would be the best launch strategy, including distribution, advertising and investment?

How We Can Help

Nielsen offers a full range of services that help you evaluate, develop and recharge brands and products. From the earliest stages of idea generation through product launch and post-launch evaluation, we provide research to help direct decisions about product innovation.

How We Do It

Our comprehensive solutions allow you to:

• Evaluate the viability of new product ideas based on consumer, brand/category assortment and retail environment, identifying those with the best potential
• Test your product concepts, packaging and deliver what the consumer and customer needs
  
• Assess external factors to identify their impact on product placement and positioning, and to improve trade relationships, delivering what the consumer needs
• Understand the consumer adoption process and impact of relaunch among existing brand buyers and non-buyers
• Minimize risk and portfolio cannibalism by drawing on rich database and expertise, while maximizing sales and profit
• Forecast long-term viability of product and consumer reaction
  

Why Nielsen?

Nielsen has conducted tens of thousands of concept tests globally, including tests of more than 3,600 initiatives in India. Comparing current tests to our existing database provides a highly accurate forecast of new product performance and in-market success.

We can analyze the key drivers of the category to evaluate the positioning of new initiatives and determine their strengths and weaknesses as they relate to the competition.

Learn more about product innovation.