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SensoGram 21: The Class Of '94: Room For Impovement!
Purchase Interest is held by many marketers to be the key outcome of consumer product testing. In particular, marketers look to the top box score - `Definitely Will Buy' - for assurance of product adoption in the marketplace. As a rule of thumb, 25% of responses in the top box is often taken as a criterion for market success.
So it is interesting to look at product performance in SensoMetrics testing last year. Above is the frequency-distribution of top box scores. The data are confined to foods and beverages for which the sensory response is of primary salience; other products, such as pharmaceutical and personal care, have been excluded.
Of all the products tested in 1994, only one-quarter prompted 25% or more in the top box.
Of course, not all of these tests were checks prior to launch; some were developmental, in which case we do not necessarily expect great results. However...
A study in the United States a few years ago found that around 75% of all new products fail, some within a short time after launch. Is it mere coincidence that this is also the SensoMetrics `failure rate'?
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