Using a tried and trusted test vs. control methodology, and established modelling system (Eskin), BrainJuicer Volumetrics provides accurate sales forecasts for new brands based on an enhanced concept-product test.

Our approach can be used when just concepts are available (when we make assumptions about repeat) or more normally, when complete mixes are available.

The key to our approach is the use of our MindReader™ and Improvements Analysis to help understand what parts of the mix are working/not working allowing practical advice on improvements to be put forward.

• Familiar CPT (Concept Product Test) approach with benchmarks is straightforward to set up and has the re-assurance of a relevant point of comparison.
• We test the product idea via an on-line concept test, place an actual product in a home and test with concept non rejectors. After a suitable placement period, they complete an on-line 'recall' questionnaire. This is done for both the test mix and a control - a product already on the market that the new mix will compete with.
• Representative sample of product field buyers with boosts as necessary. 150 per cell (concept non rejectors) at the product recall, c350 per cell at the concept stage.

• Consumer feedback is merged with market data and the launch plan to provide Year 1 and 2 sales volume estimates and source of sales. We can also provide 'what if?' scenario modelling.
• Our MindReader™ gives a much deeper diagnosis of concepts and products than traditional open ends, and are more likely to give product developers a steer on what to improve.
• Diagnostics also used to suggest how the launch plan may be better targeted to achieve action standards.
• Guidance on price point.
• Optional extra of Voxpops clips (insofar as is possible) - an opportunity for respondents with webcams at home who have tried the product to give their opinion to camera on their in-home experience.

• PepsiCo
• Unilever
• Premier Foods
• Dairy Crest
• Allied Bakeries
• Heineken

• Suitable for all types of NPD launches: new brands, relaunches and range extensions.
• Ideally Volumetrics should be used on the final mix or perhaps the last two contenders for the final mix (i.e. when the main mix elements have been agreed upon following previous research).
• For concept only Volumetrics, it is more usual to test several different routes.

• We allow clients to decide whether to run volumes at the time of top line results (if results are poor, sales forecasts may not be of interest).
• Cost savings can be 'banked' or used to test additional mixes in future.

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