Kantar Debuts Post-Launch Evaluation Tool

Kantar has announced a new agile tool, LaunchEvaluate, designed to maximise the success of new and future product and service launches.

The firm says a well-executed launch can build brand equity and establish a foundation for long-term growth, but notes that 'almost two-thirds of new launches are dead or declining by the end of their second year', with shallow metrics leading marketers scratching their heads for root cause and brands disappointed.

LaunchEvaluate promises to ensure the long-term success of new product launches by identifying the factors driving their in-market performance, to spot potential issues like low awareness with the help of 'an intuitive dashboard with best-in-class visual analytics', and to set out opportunities to 'course-correct' via diagnostic insights and tailored recommendations based on real consumer feedback. It should also help to tailor launch strategies to counter threats from competitor activity, and to manage launches across multiple markets.

Global Innovation Lead Nicki Morley (pictured) says existing tools 'often fail to connect the dots between consumer behaviour, brand impact, and sales performance, leaving brands with gaps in their strategies for what to do next', adding: 'LaunchEvaluate is designed to unpick the 'why' behind sales numbers, giving marketers the fast, actionable insights and tailored recommendations they need to ensure every launch reaches its full potential'.

The tool, which is available on Kantar Marketplace, can be used by clients in 70 countries, and promises actionable insights in as little as 48 hours. LaunchEvaluate joins early-stage idea screener IdeaEvaluate and product resonance validation tool ConceptEvaluate as part of Kantar's innovation suite.

The group's home page is at www.kantar.com .