Go-to-market research
GO-TO-MARKET RESEARCH FOR A LAUNCH THAT GETS IT RIGHT.
Related Solutions
Your product can be strong in its own right and still lose ground at launch. A claim that fails to convince, a name that is not memorable or packaging that gets lost among competitors can make an immediate difference. Go-to-market research allows you to test these final decisions before launch and then track how the product develops in the market.
Who is
this for?
The launch is approaching.
The product is largely finalised. You want evidence to support the final decisions on its name, claims and packaging before production and campaign budgets are committed.
You need to stand out from your competitors.
Assessing packaging without its shelf context tells only part of the story. You want to know whether consumers actually notice, recognise and choose your product.
You want to keep learning after launch.
Sales figures show what is happening. You also want to understand how consumers experience the product and whether the launch shows sufficient potential for further growth.
As launch approaches, decisions become more concrete. Which name goes on the packaging? Which claim receives the most prominent position? Does the design stand out enough when displayed alongside twenty alternatives?
This is precisely when you need to test in a context that reflects the real-world choice as closely as possible. That is why we combine choice-based research, AI analysis and, where relevant, eye tracking. After launch, the focus shifts to how consumers respond to the product and where further optimisation is needed.
Compare up to 300 claims at once using choice-based testing, adaptive algorithms and diagnostic questions. This reveals which message is most persuasive and why, before you finalise the communication.
Compare name options on factors including emotional response, recall and brand fit. AI analysis of open-ended responses then reveals what underpins consumers’ preferences. This helps you choose a name that fits the proposition both rationally and emotionally.
Test different packaging designs before production begins. Eye tracking shows where consumers look, how long their attention lingers and which elements they overlook. This reveals which adjustments could strengthen the visual impact.
Place your packaging alongside competitors and observe what actually happens. Eye tracking reveals which products attract attention, while further testing shows which packaging generates the strongest purchase intent. This allows you to optimise for the environment in which the purchase decision will be made.
After launch, you continuously track how the product develops. The Product Performance Monitor combines market performance with consumer experience and future potential. This shows where the launch is gaining traction and where further optimisation is needed.
FROM CONCEPT TO DEVELOPMENT DIRECTION.
Understanding.
Does your target audience immediately understand what you are offering and which problem the concept solves?
Potential.
Measure purchase intent, relevance and brand fit, among other factors, and compare the results with benchmarks from similar launches.
Improvement
Identify which elements strengthen the assessment and which get in the way. Open-ended feedback and AI analysis reveal where refinement is needed.
Decision.
Determine which concept should move forward, what to improve first and where further investment is not sufficiently justified.
WHAT THIS APPROACH DELIVERS.
You end with a clear development decision. You know which concept has sufficient potential, how it compares with relevant benchmarks and which adjustments will strengthen the proposition. This means the next investment goes to a concept that has already passed its first market test.
Our research specialist
is happy to help.
The next step in your innovation process.
GENERATE IDEAS.
Not enough strong directions to choose from? Identify new needs and ideas in the market and broaden your innovation funnel first.
Development
SELECT IDEAS.
Too many directions to develop them all? Compare ideas early and determine which deserve further concept testing.
Development
CONCEPT TESTING.
Validate the proposition and identify what needs refining before you develop it further.
Development
PRODUCT DEVELOPMENT.
Identify which product features enhance the experience and where adjustments are needed before scaling up.
Development
In practice.
Danone
HAK
READY FOR MARKET. DOES YOUR TARGET AUDIENCE AGREE?
A research specialist helps you determine which final decisions still need supporting evidence before launch and what you want to continue tracking afterwards.
