IA Corporate Researchers Conference (IA CRC) October 22-24, 2019 in Orlando

Optimize Your Product Line Using Automated TURF Market Research

With all the risks associated with product innovation, it’s a wonder businesses employ it as often as they do. Launching a new product or introducing new flavors, colors, or styles to existing product lines can be complex and expensive. Before development begins, brands must fully understand consumer preferences and their willingness to purchase new product concepts.

In this session, Thomas Fandrich, co-founder of quantilope, will discuss how brand and insights managers can optimize product and media portfolios by using an automated TURF research methodology.

Sample TURF questions include:

  • What (and how many) new products or services should Unilever add to extend Dove’s product line for optimizing purchase potential?
  • What new flavor of Glossier’s Balm Dotcom lip balm will increase their reach of unduplicated consumers?
  • What medium should Adidas use to reach the widest suburban audience?

Speaker(s)

  • Thomas Fandrich – quantilope

    Managing Director US and Co-Founder, quantilope Inc.

    Thomas is the co-founder and managing director in the US of quantilope. He previously worked as a marketing research associate studying quantitative methods in the fields of consumer behavior and marketing-mix efficiency, during which he conducted research at institutes such as the universities in Kiel and Istanbul. His work has been published in prestigious international specialist magazines, including the Journal of Marketing and the Journal of Product Innovation Management. He earned a doctorate degree from the University of Kiel.

     

See the full conference schedule
IA Corporate Researchers Conference (IA CRC)
Wednesday, Oct. 23, 2019
2:40pm to 2:55pm EDT