Gutcheck Launches New Concept-Testing Tool

Online community and 'agile research' specialist GutCheck has announced a new quant solution, Competitive Checkpoint, which it says allows clients to compare their product ideas with current competing brands instead of historical databases.

The solution promises deep diagnostics including a 'Competitive Checkpoint Index' showing how new concepts rank against in-market competition, along with key drivers of those rankings. Gutcheck says the solution beats existing concept-testing approaches in terms of the key client demands of 'transparency, agility and flexibility'.

Chief Research Officer Renee Smith (pictured) comments: 'As SKUs proliferate, traditional categories can fragment in consumers' minds, and our clients are becoming more and more sophisticated about both the consumers they are targeting and the competition that's relevant to their growth. Competitive Checkpoint gives our clients the ability to reach their specific audiences, rather than broader ones, who evaluate their concepts relative to the set of competitors consumers likely consider'.

Web site: www.gutcheckit.com .