SensoGram 10: The Sensometrics Sequential For long-term success, a product must appeal to the consumer at three stages:  First, it must have conceptual appeal - `the sizzle' - evoking anticipation to try. Second, the product must appeal at initial trial.  This may be at point-of-sale, especially if all the product attributes are accessible for evaluation (as with a perfume, or with clothing). Third, the product must deliver in actual use.  This stage is critical when there is a `functional' aspect to the product, e.g. it requires preparation, or it depends on idiosyncratic application in-home. The SensoMetrics Sequential has been designed to cover all three stages:    How does it work?  The same sample of respondents evaluates the concept, then several variants of the product, in a Central Location Test (CLT).  There is no substitute for the precision of a CLT:  it gives a measure of concept appeal, which product variant bests captures the concept, and exactly what to do to make the product even better.  (It may be, of course, that all products are better than expected from the concept, in which case it is the concept that needs work.)  The same respondents then take the products to try at home (HUT).  The products can be recoded, so respondents need not know they are re-evaluating the same stimuli in a different context.  This provides the `extended use' information:  does the product perform over time?  Were there any unforeseen difficulties using it?  Is there any shift in liking?  Did the product live up to expectations?  This reaction determines the likelihood of repeat purchase. Thus, from the single data set, the SensoMetrics Sequential tracks product performance over the three critical stages of consumer evaluation.  It is a comprehensive metric for product performance with enhanced diagnostic power.