Concept Testing

Concept Testing

CPGs: Predict Winning Ideas Earlier and Faster!

It’s a fact: The majority of new products fail to meet financial expectations, and marketers are continually challenged to find more efficient and predictive methods to deliver on growth objectives.

Innovation remains a critical component of growth, but the time, cost and lack of actionable results typically involved in testing and forecasting innovation can be barriers to success.
Over-reliance on claimed future behavior and other challenges, including outdated category definitions, has made new product forecasting difficult and inconsistent.

This webinar will highlight the latest best practices in concept testing and forecasting, and feature case studies from various midsize companies. It will also include the specific ways in which Clemens Food Group ran a very successful concept test – with an outcome that received faster retailer acceptance and drove an uptick in sales.
 
Speakers:

Kiersten Hafer
Vice President, Marketing
Clemens Food Group

Staci Covkin
Principal, Survey and Segmentation
Consumer & Shopper Marketing
IRI 

Nina Richman
Principal, Survey and Segmentation
Consumer & Shopper Marketing
IRI 

 

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