February 28, 2012
Launch Pad - A Tool for the Times.
If you’re a direct marketer and have a product or service offering that can be served up in a multitude of ways, how do you know which way will work best without in-market testing them all?
A few years ago we saw a growing need to develop a tool that could help our clients design new offers and products, test them in media, and get to a launch with high probabilities of success.
To meet that need we developed LaunchPad, a proprietary research tool that identifies winning product attributes, offer elements and creative approaches.
LaunchPad employs three elements that in the end prove to be better, faster, cheaper: 1. Online panels, 2. State-of-the-art research techniques, like discreet choice designs, and 3. Analytics and simulators.
The fastest, cheapest way to reach consumers today is online. There are spectacular online panel resources allowing the brand to select and create a panel representing its target customer, and even geographies, if needed.
Consumers are now adept at responding to online research, and our researchers are adept at survey designs that get good participation and results.
Once the survey data is in, our analytics team teases out what is significant, meaning what has high probability to produce positive results in market — and builds simulators that allow the marketer to configure product/offer/creative approaches ranked in the simulator by probability to succeed.
Today, two years later, UMarketing has had quite a few successes with LaunchPad bringing new products to market and authoring the winning creative that delivered the business to our clients. And, we would be happy to share them with you.