August 16, 2006 14:00 ET

BASES DecisionPoint Allows Manufacturers to Optimize Their New Product Initiatives Across a Wide Range of Marketplace Factors

New and existing products are studied in the context of a simulated retail shelf

COVINGTON, KENTUCKY--(CCNMatthews - Aug. 16, 2006) - BASES, the leading global provider of new product forecasting and consulting, today announced the introduction of DecisionPoint, a new service enabling BASES to model important marketplace factors in the context of a simulated retail shelf. BASES DecisionPoint is an advanced methodology capable of estimating consumer response to a variety of marketplace scenarios.

"Retail dynamics can have a very significant impact on purchasing behavior," said Joe Stagaman, Senior Vice President, Global Product Development. "Competitive entries, product line-up, price reductions, and different trade promotions can have a significant effect on sales of a new product or established brand." DecisionPoint is able to measure the impact of factors like these on consumer choice, allowing marketers to optimize and improve their product launch.

Through the use of sophisticated research designs, BASES DecisionPoint measures multiple factors that impact the test brand and its competitive environment. In DecisionPoint, BASES estimates consumer choice under varying scenarios. Typical effects include price sensitivity, response to in-store conditions and promotions, packaging variations, and line-up changes. Mass marketing can also be simulated - competitive stimuli ranging from simple concept statements through finished advertising can be shown to respondents for the test brand and competitors.

BASES DecisionPoint is available globally to marketers of consumer goods that are planning new product launches. It can be used to complement a traditional BASES study or as a stand-alone technique. DecisionPoint helps foresee the impact of numerous potential in-market scenarios, allowing the manufacturer to optimize their launch plans.


BASES, a VNU business, provides services that help its clients achieve growth through successful new product innovation. BASES has offices in 22 locations around the world. BASES' clients include most of the world's leading consumer goods companies. BASES is known for its global consistency and coordination, extensive database of experience (65,000+ new product initiatives studied globally), and analytical and forecasting expertise.

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