Concept test helps NPD

uSamp, a market research technology company which provides global panels and insight solutions, has announced the roll-out of the Instant.ly Concept Test in the UK, France, Germany, Italy and Spain, following a successful launch in the US earlier this year.

Instant.ly lets brand managers and retailers test product concepts using online research panels, giving them detailed feedback as part of the product development process, therefore providing a tool to quickly gauge customer interest in new product ideas such as new flavours or line extensions.

Instant.ly Concept Test compiles top scores for purchase intent, consumer need, differentiation and perceived value. Brand managers can evaluate new concepts by testing more than 80 different product attributes, adding customised questions depending on their research needs. Results are captured in a dashboard, ready for use in planning activities.

With figures showing three quarters of new FMCG products launched between 2011 and 2013 failed within a year, the value in companies collecting and leveraging the right consumer data before going to market is undeniable.

Ben Leet, uSamp’s managing director for Europe, says, “Instant.ly Concept Test has already seen significant success in the FMCG space in the US, proving that there is industry demand for a fast and reliable alternative for early stage concept testing. Bringing this platform to European markets enables us to help clients speed up their new product development processes on a more global level.”

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