Code RED. Relevance. Expensiveness. Differentiation.

The Best Measures for Choosing High Potential Consumer Goods Concepts.

This paper offers solid evidence that Relevance, Expensiveness and Differentiation -- what we call the RED measures -- are superior measures for concept evaluation because they avoid pitfalls typically associated with the traditional Purchase Intent measure. Specifically:

Our RED measures are less sensitive than Purchase Intent to executional differences in concepts, such as package image and price
Unlike Purchase Intent, our RED measures do not favor line extensions nor do they easily dismiss breakthrough and niche products that have a good chance of success.

Find out more about the R&D Ipsos Marketing conducted that proves the value of Relevance, Expensive and Differentiation in new product evaluation by downloading this Point of View.