YouGov Rolls Out New Product Tracker in UK

Online specialist YouGov has rolled out its weekly brand and product polling tool Launch Monitor in the UK, following its recent introduction in Scandinavia.

Launch Monitor is designed to track the performance of new FMCG brands and products, line extensions and re-launches in their first few weeks. The tool measures consumer reaction in real time and feeds this back to marketers to enable them to adjust their early stage approach.

Consumer reaction to a product launch is measured weekly, including brand awareness, trial take-ups, purchasing behaviour, intentions and recommendation levels. These are then evaluated or benchmarked against sector norms and target expectations.

The results, which can also include future market share potential, are delivered every Monday morning, enabling marketers to adapt their sales and marketing approach that week where needed.

Rob Cushen, Retail & Consumer Director at YouGov, explains: 'The first eight to ten weeks in the life of a new FMCG product is crucial to its long-term success. One of the main advantages of Launch Monitor is that it shortens the lead-time between identifying consumer behaviour and attitudes to changing the marketing mix based on insight.'

Web site: www.yougov.com .