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?