Conflicting news surround the onset of recession, with retailers and several of our own clients reporting increasing sales and revenues.  Launching NPD today requires a different outlook and approach to achieve success.

Launching a new product is fraught with risks.  Research, used appropriately, reduces that risk.  Our clients enjoy greater success than many, with over 60% of products remaining in market after two years, significantly ahead of the overall rate for all new products of just 15% after 3 years.

At The Oxford Research Agency we test hundreds of new ideas being readied for market launch.  We build bespoke volumetric models for all clients, which enable them to identify the impact of changing market conditions on their new product launches.

With the new product launch window for retailers approaching just after Christmas, gaining listings with credible and validated forecasts is a must.  So, what’s the best approach for getting your NPD into market, confidently?

Forecast, re-forecast, and forecast again!

Volumetric models are now available which enable multiple forecasts to be prepared based on different marketing plans.  We provide these free of charge, with some clients running over 50 simulations to find the right mix prior to launch.

Forecast success early

Early volumetric predictions, based on validated models with over 3,000 case studies, enables us to predict potential market success very early in the NPD process.  At the concept screening stage, models predict the potential success of a concept and its potential market share, using a validated approach built on over 30 years of testing NPD.

Optimise concept and product… with a forecast

In these testing times, providing the best value for consumers is top of the agenda.  In developing a forecast, you should also be looking to optimise the concept and the product at the same time.

Our models simulate the impact of changing the product and concept, allowing you to accurately steer your NPD optimisation and launch plans.

Think long-term and short term

There is nothing to be ashamed about in terms of launching a product to fit with a short term consumer need.  We are seeing the resurgence of ‘Limited Edition’ products to drive interest, a fantastic example of a short term product launch to drive interest and repeat within a category.

Successful NPD identifies both short term and longer term opportunities.  In these challenging times, having a mix of these is incredibly important to growing your portfolio of products.  It’s all about spreading risks and maximising opportunities.

Consumers are still consumers

Although consumers are very nervous about big ticket items, when it comes to food and drink, behaviour towards new products is not changing.  Indeed, it can be argued that in times of hardship, having more variety is even more important to consumers; hence the greater need for NPD.

We have seen several clients increase their NPD budgets over the past 6 months, as they prepare themselves for the testing times ahead.  Having a strong portfolio of products ready to launch and wow consumers is more important today than it has ever been.

For more information on NPD, volumetrics and product optimisation strategies, contact Chris Sinclair, Managing Director, The Oxford Research Agency, on 01865 72 82 72, or email