Taking a Fresh Look at Measuring Trial Potential for Consumer Packaged Goods Concepts

Increasingly there is greater demand to introduce elements of forecasting, particularly Year I maximum trial potential, during early-stage concept screening

While early trial potential estimates are not a replacement for more refined and accurate volumetric forecasting that is implemented later in the innovation process, these estimates give manufacturers a better read on expected market performance sooner in the concept testing process than diagnostic measures alone.

This Point of View identifies best practices for estimating trial potential during early-stage concept screening so you can make better decisions about which concepts to pursue.