What is a Launch Test?
The Launch Test is Ideally’s newest framework, tailored for customers with a physical product already in market—typically within the FMCG or QSR sectors. It goes beyond standard brand tracking to give you both quantitative and qualitative insights into how your new product (NPD) is performing after its launch.
By connecting directly with real buyers, as well as those who haven’t tried the product, you can uncover the reasons behind trial, repeat purchase, and non-purchase behaviour. This deeper understanding helps you optimise your strategy at key milestones, ensuring your product has the best chance of success.
Introducing the Launch Test
Our Launch Tests measure product awareness and engagement at different stages of the product lifecycle. Key metrics include:
Product Recognition: Do consumers recognise your product?
Trial: Have they tried it?
Advert Recognition: Do they recall seeing your advert?
In-store Visibility: Have they spotted the product in stores?
Follow-up questions based on consumer responses:
If recognised but not tried:
“Why haven’t you tried it?” (Open-text response)
If tried:
“Why did you purchase it?”
“How did you like it?”
“Did you purchase it again?”
If purchased again:
"What did you like about it?” (Open-text response)
If not purchased again:
“Why didn’t you purchase it again?” (Open-text response)
You can also add your own diagnostic questions (1 credit per question) to explore areas like:
“What made you want to try this product?”
“Where do you normally shop?”
What does it cost?
• 3 credits per dip to a sample of up to n=800 (over two nights)
When should you use a Launch Test?
Use the Launch Test at times that align with your NPD reporting cycles. This could be shortly after launch or later, once you have sales data to analyse.
Typical FMCG timelines might include:
(Optional) Early Read: 6–8 weeks post-launch
Standard: 12–16 weeks post-launch
(Optional) Ramped: Around 26 weeks post-launch
By timing these tests to match your reporting and decision-making cycles, you can continually refine your approach and maximise your product’s long-term success.