In her recent article for Greenbook, “Launch Fast, Pivot Faster: How Real Buyer Insights Fuel Product Success,” Erin Russeck, Chief Research Officer at AMC Global, emphasizes the critical role of launch-phase research in ensuring a product’s success. She explains that capturing real-time consumer feedback during the early stages of a product launch helps brands fine-tune messaging, packaging, and overall product offering. This quick, authentic insight enables brands to make adjustments that resonate with consumers, ensuring a stronger market presence and a competitive edge.
Russeck highlights key areas to focus on in launch studies, such as brand messaging, taste and texture for food products, packaging appeal, product differentiation, health considerations, and re-purchase intent. These insights allow brands to optimize their offerings and maximize launch success.
The Greenbook article stresses the importance of designing a targeted, efficient study that aligns with clear goals, utilizing appropriate feedback methods like mobile surveys, shopalongs, or ethnographic research. Real buyer insights provide a more accurate reflection of how a product is truly performing, compared to traditional research methods which can suffer from hypothetical bias.
By gathering immediate feedback with solutions like AMC Global’s proprietary ResponseCash® PFU™ solution, brands can act quickly, pivoting strategies before minor issues become major hurdles. This ability to adapt swiftly—whether adjusting product features, messaging, or retail strategies—can mean the difference between a successful product launch and one that fades into obscurity. Russeck’s article underscores how essential it is for brands to launch fast and pivot even faster in today’s fast-paced, competitive marketplace. You can read the full article, “Launch Fast, Pivot Faster: How Real Buyer Insights Fuel Product Success,” here.
