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Major Launch for New Product Specialist BASES
New product development consultant ACNielsen BASES has this week launched introSCAPE™, described by President Mitch Barns as 'the most significant improvement we've made to our core services in years.' The analytical framework is based on a proprietary model that describes the process by which consumers adopt new products.
introSCAPE is designed to help marketers build stronger new product propositions with consumers. It provides a range of tools that can be employed throughout the new product development process, and has been under development for nearly two years – naturally, BASES used its own methodology and database to test its own concept, studying a set of nearly 500 previously tested new product concepts.
The product strengthens BASES' ability to address marketing issues like brand positioning, ad copy development, packaging, and retail shelf considerations. 'SCAPE' is an acronym for Salience, Communication, Attraction, Point of Purchase, and Endurance — the five marketing issues at the heart of the framework.
BASES developed the framework in collaboration with a group of consumer goods clients, including Unilever. Chet Henderson, Vice President of Global Consumer and Market Insights at the consumer giant, comments: 'The introSCAPE framework is a major step forward. It is designed not only to help us evaluate, but also to help us optimize our new initiatives prior to their in-market launch. The framework covers all key aspects of the initiative mix and leads to clear, actionable advice for marketing managers. And, as is typical from BASES, it is backed by solid data and a thorough R&D programme. We're confident that it will help us get to market with bigger, stronger initiatives with increased odds for success.'
BASES' database contains details of more than 65,000 new product initiatives it has studied. It has offices in 22 locations, and is part of VNU. Its web site is at www.bases.com .
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