Bridging the gap between the basic industry standard TURF Analysis, and a full conjoint exercise that requires higher budgets and longer timescales.
Range Explorer identifies the optimal product range line up (new and existing ideas) to maximize consumer appeal. Importantly, it also provides clarity on where you will steal from, and how each of your product SKUs contribute to overall performance.
Range Explorer is used to measure incrementality for your brand or category, providing compelling evidence to inform your range decisions – and importantly – support listing recommendations with retailers.
Key outputs include:
You will also receive detailed feedback on each variant / concept assessed as part of the ranging exercise. Including:
TURF Analysis is typically poor at discriminating between different range options, often giving an inflated impression of likely purchasing and assuming that respondents will buy all products they show an interest in.
Range Explorer acknowledges that category purchasing is finite, only counting purchase intent where it would displace, highlighting which products you will steal from and how frequency of purchase will be impacted – something TURF Analysis cannot do. This means Express Range Explorer provides more meaningful differences between range options by exploring trade-off.
The best part? This extra consumer insight and accuracy of prediction is still delivered at a competitive price and to a tight timescale, so you get better insight for a similar price to a TURF Analysis.
We balance speedy automation with expert research knowledge. The result? A slick approach that is optimized for your objectives and category, with recommendations that facilitate action.
If you’re looking for the nuts and bolts:
Optional extras at cost include:
Express is taking on the new, automated research platform competition head first, delivering top class reporting with strong insights at sharp price and timing.
Senior Insights Manager, Tropicana
Find out how Range Explorer has helped some of the biggest FMCG and CPG brands globally to identify their optimal product range.
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