We provide actionable insights rooted in shopping behavior and behavioral economics.

New Product Execution

At PRS IN VIVO, we know that far too many promising new product concepts fail at the execution stage, when they have to differentiate at shelf – and to meet consumer’s expectations to drive re-purchase.

For this reason, we focus primarily on the execution of new products (via packaging, retail presentation and product delivery), by answering the following questions:

  • Which Package Best Converts Your Concept into a Successful New Product?
  • Where Should the New Product Be Shelved to Maximize Visibility and Trial?
  • Is an Investment in In-Store Signage Likely to Drive a Positive Return?
  • How Much Does this Innovation Cannibalize Existing SKUs – and Will It Grow the Category?
  • Does the Product Delivery Match Expectations Created by the Packaging?
  • What is the Likely In-Market Potential for this Innovation?

Our online and in-person methods all begin with the shopping experience to gauge visibility, differentiation and trial. And when possible, we link on-shelf performance to product delivery, in order to gauge satisfaction and ultimately to forecast sales.

Our “on-shelf” methods drive higher success rates for innovations – and they have been validated as predictive of in-market performance.

“Consumers don’t buy concepts or strategies. All they see is the execution.”
– AG Lafley, former CEO, Procter & Gamble

Please click here to learn more about our philosophy and insights regarding New Product research (“Thinking from the Outside In”).

New Product Methodology