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Target your new product marketing investment more effectively
Segmentation made actionable by BASES and Spectra
Successfully commercializing innovative new products is tricky. Beyond getting the strategy, positioning, and product delivery right, you need to be sure that your marketing investment is directed in the most efficient way. Which consumers are really your “prime prospects?” How can you reach them and where do they shop? Once you figure this out, what should you be saying to them?
BASES/Spectra introProfiler, designed specifically for new products, brings the industry’s leading systems for new product forecasting and consumer targeting into a single leading-edge capability. We help you identify and describe your demographic and behavioral target and develop actionable media, trade, and consumer promotion programs by focusing on your best prospects. By combining the new product consumer understanding from BASES with the extensive consumer profiles and targeting capabilities from Spectra, you can execute your new product marketing plans with unbeatable efficiency.
Linking BASES and Spectra together
The first step in introProfiler is to decompose the BASES volume estimate into a household-level view, using Spectra’s 15-cell BehaviorScape framework. BASES uses its extensive knowledge of consumer response tendencies and calibration to purchase panel results from over 2,000 consumer products to develop volume potential indices for each cell of consumers. Using this framework and a knowledge of your brand’s strategies, BASES and Spectra consult with you on a target recommendation. We then use Spectra’s vast databases of consumer behaviors and attitudes and the target’s response within the BASES study to answer:
- Which broadcast programming should we prioritize?
- Which accounts should we prioritize for merchandising?
- Are there opportunities for cross-promotion in your portfolio?
- Which messages are key to the copy strategy?
- What makes your initiative memorable for your target audience?
- How can you balance price and positioning to attract the target consumer?
Ideally suited for true innovation
BASES/Spectra introProfiler will be especially valuable when your innovation strategy depends on attracting new consumers to your portfolio. So, whether it’s an entirely new brand or a new sub-brand with added features and benefits, you can develop a targeted strategy and execute with confidence. In addition, any new product initiative that is planned to receive incremental marketing support could benefit from the insights developed with introProfiler.
BASES/Spectra introProfiler is available on all BASES I and BASES II studies in the United States.
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