| Leverage the Controlled Market Test in Your “Go/No Go” Decision
A Controlled Market Test (CMT) enables you to assess the sales potential of a new or restaged product, a promoted line extension, or other proposed changes in the marketing mix which require market-wide execution.
With a Market Decisions CMT, you have the ability to replicate a national marketing plan within one of eight low-cost, media-isolated markets representing U.S. trends and behavior. These live test markets have been selected to provide significant advantages over smaller micro market tests because they include a nationally representative consumer make-up, robust sales data, and nationally recognized food, drug and mass merchandiser retailers with nationally representative promotions and brand mix.
The learnings acquired from retail sales in a relatively small market can not only help forecast Total US sales volume in Year 1, but also indicate how the opportunity can be further optimized through changes to the proposed plan. And unlike models that base forecasts on consumer surveys and historical data, Market Decisions CMTs reflect actual sales in a live environment.
And with Market Decisions experts involved every step of the way (from market selection, product delivery and setting/maintaining test conditions to ongoing sales reporting and volume forecasting), you are assured of superior execution and reliable, actionable results.
The Controlled Market Test is the optimal vehicle to making informed “Go/No Go” decisions, ensuring that you minimize the risk and maximize the opportunity associated with a national launch.
A Controlled Market Test helps you:
- Limit your risk and maximize your investment when
making a Go/No Decision for a proposed national launch.
- Forecast Total US sales volume associated with a new product, line extension or marketing plan.
- Execute market-wide promotions in support of new/
restaged product tests to measure representative consumer sales responses and ensure reliable forecasting.
Our eight B-county permanent*
test markets are:
- Tucson, AZ
- Colorado Springs, CO
- Boise, ID
- Peoria, IL
- Evansville, IN
- Lexington, KY
- Portland, ME
- Charleston, SC
* Markets can also be customized
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