Synovate case studies
Synovate ConceptQuest
Issue:
A national marketer of consumer products wanted a timely and cost-efficient approach to screen concepts at the very early stages of development.
Action:
A customised concept-screening programme was designed to provide early-stage identification and prioritisation of winning concepts. The programme offered consistent, client-wide standards for screening and evaluating concepts and provided sales forecasts for the most promising concepts.
The client was able to isolate a manageable number of concepts that merited continued development. Concept strengths and weaknesses were identified and considered before additional resources were allocated. The cost-efficient nature of the programme allowed re-testing of high-potential concepts for refinement.
Synovate ConceptQuest
Issue:
A global marketer of a brand of household storage products was interested in expanding its product line with up to two additional line items. The line extensions needed to stave off competitive attack and not cannibalise the existing line.
Action:
Each potential line item was tested individually and within the context of both the client's existing product offering as well as competitive offerings. As the category is frequently purchased and allows for consumers to buy multiple items for different uses, a series of source-of-volume analyses was employed to determine the extent of cannibalisation on the existing portfolio, as well as the potential gain from competitor offerings.
One of the eight unique ideas evaluated was recommended for product development and subsequent launch. This particular line idea offered the client both incremental market reach and line-purchase frequency with virtually no cannibalisation of the existing line.