2008 MMNPL Executive Summary
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2008 MMNPL Executive Summary



Most Memorable New Product Survey Executive Summary - 2008

Most Memorable New Product Survey Executive Summary - 2008



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2008 MMNPL Executive Summary 2008 MMNPL Executive Summary Presentation Transcript

  • Survey Objectives
    • This survey was designed to:
      • Identify most memorable new products of 2008 among 50 new products selected by Schneider Associates, Mintel and IRI Inc.
      • Measure new product awareness and purchase
      • Identify where consumers obtain new product information
      • Identify trends that influence purchase behavior
  • Survey Methodology
    • Conducted an online survey of 1,000 respondents aged 18+ who are primary household shoppers in one of the following categories:
      • Grocery
      • Personal and beauty care shopping
      • Technology
      • Toys
    • Final respondent count was census-balanced based on the following demographic markers:
      • Gender
      • Age
      • Income
      • Geographic region
    • Conducted in September 2008
  • Ten Most Memorable New Products of 2008 (Aided Recall)
    • Nintendo Wii Fit
    • iPod Touch
    • Bud Light Lime
    • McDonald’s Southern Style Chicken Biscuit & Sandwich
    • Kraft Mac & Cheese Crackers
    • KY Yours + Mine Couples Lubricant
    • Gatorade G2
    • 7. Yoplait Fiber One
    • 9. MacBook Air
    • 9. Rock Band
    • 9. Burger King Apple Fries
    • 9. Neosporin Neo To Go!
    • 9. Kraft Bagel-fuls
  • 69% 41% 35%
    • 69% of survey respondents could not remember a single new product launched in 2008.
    • 96% of respondents could not name a single new product from the top 50 new product launch list complied by Schneider Associates, Mintel and IRI.
    96% 77% 81% 57% 56% 50% 33%
  • Top 10 Sources of New Product Information
    • Consumers most often used TV-based communication to learn about new products.
    • However, in-store displays/signage also seem to play an important role in the communication process.
  • New Product Attribute Influence
    • Brand name is the most influential attribute for consumers buying a new product.
    • For food and beverage products, no trans fat and functional health benefits are very important—especially for women.
    • Products that were made locally or were environmentally-friendly scored high across the board, showing that consumers pay attention to where their purchases come from and their impact on the world.
  • New Product Early Adopters
    • The new product category plays a role in what percentage of consumers are early adopters.
    • Age and gender clearly play a role in the likelihood of a consumer being an early adopter.
      • Women are more likely to be early adopters in the grocery and personal and beauty care product categories.
      • Men and consumers under 45 are more likely to be technology early adopters.