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LaunchPulse tracking provides early stage insights to enable you to monitor and impact the health of your new products. Insights are provided beginning as early as two weeks into most new product launches!

In today's competitive retail environment, new product introductions are critical to the success of most consumer packaged goods companies. Companies are making significant financial investments in bringing their new products to the marketplace. From ideation through volumetric forecasting that is often provided as the last hurdle before the decision is made to launch a new product, most consumer packaged goods companies have a set protocol for pre-launch market research that will be used to support the decision to launch a new product. Once the decision to launch is made, most consumer packaged goods companies then set up their post-launch monitoring - which typically involves awareness and usage tracking, along with syndicated household panel data to read trial and repeat.

It is a known fact that most new product launches ultimately do not perform well enough in-market to justify their existence beyond year one. In order for a company to improve their chances of having a successful new product launch, or to limit their exposure (financial and brand reputation) when they have a new product that is not performing well, it is critical to quickly diagnose problems or shortcomings during the launch phase.

Attitude Measurement Corporation considers the launch phase to be the period of time beginning when a new product first hits retailers' shelves and throughout the first six months of launch.

During the launch phase, Attitude Measurement Corporation's LaunchPulse™ provides:

• Profile of actual purchasers and users of your new product

• Insights from consumers who have purchased and used your new product

• Insights that can be used to enhance your marketing mix - product, pricing, packaging, advertising - beginning just weeks into the launch phase

• Assessment of your new product's merchandising

• Impact of the marketing plan on the purchase decision

• Reasons why aware non-triers have not purchased your new product

• Understanding of possible barriers to trial (i.e., out of stocks, pricing concerns, ease of finding/reaching product on store shelves, etc.)

LaunchPulse™ utilizes Attitude Measurement Corporation's proprietary ResponseCash® system along with online panels to quickly and cost-effectively capture insights from the consumer groups that are critical to the overall health of your new products - trier-acceptors, trier-rejectors and aware non-triers. LaunchPulse™ provides actionable information from these consumer groups very early in the launch in order to help you nurture your new products.

How is LaunchPulse™ unique?
After most new products are launched, monitoring awareness and usage may take place; however, with traditional research methods, it is typically six months or longer before insights can be captured from actual purchasers of a new product. With traditional screening methods and online panels, it is typically cost-prohibitive to conduct purchaser follow-up research within the first six months of launch.

LaunchPulse™ utilizes Attitude Measurement Corporation's proprietary ResponseCash® system to identify, profile and capture attitudinal and behavioral insights from actual purchasers and users of new products beginning as soon as the products begin selling at retail and throughout the first six months of launch. The ResponseCash® system uses patented on-pack and in-pack techniques to drive purchasers and/or users of new products to participate in our surveys. When combining the purchaser follow-up research that is gathered via the ResponseCash® system with the use of online panels to monitor levels of awareness, trial and usage among the general population - we are able to provide our clients with a continuous stream of information regarding the success of their new products, beginning as soon as the products reach store shelves and throughout the launch phase.



Normative Database Comparisons
Attitude Measurement Corporation maintains a normative database for key measures across all product we test. Currently, this database comprises more than 1,000 SKUs tested. We are able to segment the database to look at specific product categories or competitive category benchmarks. Key measures such as future purchase intent, value for the money, comparison to expectations, and overall satisfaction are included in this analysis, where appropriate.

LaunchCAST™
As part of a LaunchPulse™ program, clients have the ability to utilize our LaunchCAST™ forecasting tool. LaunchCAST™ is a model that uses the data collected from our in-market purchaser follow-up programs and provides a forecast of year one repeat purchase. This model was developed by Attitude Measurement Corporation's methodologists using attitudinal data collected from our ResponseCash® programs and calibrating that information against actual year one repeat data. The LaunchCAST™ analysis is often provided as early as within 6 to 8 weeks of a new product first hitting store shelves.

LaunchPulse™ enables you to identify potential problems or shortcomings with your new product during the launch phase (within just weeks of launch), allowing you to make product modifications, or to refine marketing plans and enhance your product's likelihood of success. Similarly, product successes can be identified very early and used to strengthen sales and marketing efforts.

Time and again, we hear our clients refer to their new products as "my baby". Like a newborn baby, it is critical to keep a close eye on your new product and to monitor its health and its surroundings (the competitive retail environment in which your new product is playing).

Ensure the proper testing is done beginning immediately after your new product hits store shelves. The earlier a problem is detected, the earlier it can be addressed. There are going to be some bumps and bruises along the way, but early detection increases your chances of growing a healthy product.

From day one of your new product hitting the first retailer's shelves, keep a watchful eye on the health of your new product with LaunchPulse™.

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