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Ipsos MORI Helps Refine Product Ranges
UK agency Ipsos MORI has launched a new research technique, Line Evolution, to help manufacturers optimise their brand portfolios. The technique aims to predict the performance of new and existing lines, adding consumer insight to traditional measures of the total unduplicated reach and frequency (TURF) of products.
The new tool makes use of existing market information and qualitative data about customer needs and buying behaviours for specific occasions. By exploring the optimum number of potential consumer needs and occasions, Line Evolution can identify which products will have the maximum appeal to the greatest number of customers. It can also be used to test the likely penetration of spin-off products.
The company's Insight team has already trialled the new tool with several major FMCG manufacturers. Mark Burgess, Deputy MD of Insight at Ipsos MORI, commented: 'Manufacturers are often in one of two positions - stuck with a range that has become too broad and complicated or eager to develop further but unsure which new concepts to launch. In either case, 'Line Evolution' promises to be an effective way of testing out new and existing concepts and maximising market opportunities. It will also influence the ranging and stocking policies of retailers.'
The company's web site is at www.ipsos-uk.com
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