• What are the odds your product survives its first year?

• Does the product stand out enough on the shelves?

• How many consumers want to try your new product?

• And does this lead to enough repeat purchases?

These are all important questions to determine whether a new product is a winner among consumers, and if the supporting marketing activities can bring attention to the product.

DVJ’s Intro Monitor provides concrete answers to these questions through a validated research model where, during the introduction period, developments in the entire funnel are shown, and can pinpoint which elements of the product should be prominent to ensure the introduction is a success.

Our approach

DVJ’s Intro Monitor follows the developments of awareness closely, consideration and purchase behaviour of the new product. Next to that, it provides insight into the main drivers and barriers in the purchase process.

• We make a distinction between the mental position of the brand and the physical circumstances that determine whether a product will or will not be bought.

• We analyse different levels of the brand funnel which consists of awareness, consideration, trial and re-purchase. By looking at underlying ratios, we can determine where the most optimisations can be made.

• We gather free associations with the product to look at the extent to which the richness and direction of the associations in relation to the product increase.

• During the introduction period we measure on a weekly basis to follow developments closely.

Our deliverables

To get insight into the development of the new product quickly during the introduction period, it’s important to carry out the intro monitor in a fast and efficient way.

• Weekly scorecards where the trends of the most important KPIs can be followed.

• Access to our Insights Portal where next to all quantitative data, all open answers and free associations can be analysed.

• The collected data will be summarised in a compact PowerPoint presentation where we evaluate the entire introduction period.

• Our Senior Consultants add value to the presentation in the interpretation and discussion with important internal and external stakeholders.

Your benefits

• Early insight into the awareness, consideration and buying intention of the new product.

• Weekly measurements allow for specific adjustments during the introduction period and thus increase the chance of success.

• Qualitative feedback gives meaning to the main drivers and barriers to purchasing a new product.