Real-time testing system launched to boost NPD potential

By Noli Dinkovski contact

- Last updated on GMT

Pilot will provide suppliers with real-time taste test feedback, directly from consumers
Pilot will provide suppliers with real-time taste test feedback, directly from consumers
The high rate of food and drink new product development (NPD) failures is being challenged by a new testing system that offers real-time feedback directly from consumers.

Pilot provided consumer-led insight into how shoppers made decisions, reducing the chance of failure once products were launched or revised, according to Nielsen Brandbank, which developed the product with online platform Vypr.

The approach uses A/B testing, which is a randomised way to compare two versions of a single product. A consumer’s response to both determines which of the two is more favourable.

More than 75% of food and drink NPD launches failed in their first year, the data provider claimed.

Able to associate the product with the brand

Whatever changes were made to the product or its packaging, Pilot could help ensure consumers would still be able to associate the product with the brand, Nielsen Brandbank said.

Putting the consumer at the heart of product development, Pilot assisted suppliers in “making valuable, informed product decisions by connecting the dots that drive shopper behaviour and product performance”, ​claimed Abbi Claxton, product manager at Nielsen Brandbank.

“In an ever-increasing competitive landscape, we are proud to be able to support suppliers in making valuable, informed decisions when launching, or restaging one or many of their products,”​ Claxton explained.

‘Provide suppliers with real-time feedback’

“Pilot will provide suppliers with real-time feedback, directly from consumers, helping them to shape their strategies and products’ performance moving forward.”

Mark Fielding, chief commercial officer at Vypr, added: We are delighted that Vypr will be partnering with Nielsen Brandbank on a joint mission to revolutionise online shopping.

“Our ability to provide rapid, accurate testing of optimised images combined with Nielsen Brandbank’s image creation will help companies develop better, more successful products, faster.”

Related news