METHODS AND APPARATUS TO IMPROVE MARKET LAUNCH PERFORMANCE

• US 20080294498A1
• Filed: 03/14/2008
• Published: 11/27/2008
• Est. Priority Date: 05/24/2007
• Status: Abandoned Application

• Current Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Original Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Inventors: Adrien, Christopher, Stagaman, Joseph, Willke, Joseph
• Application Number:
  US12/048,782
• Publication Number:
  US 20080294498A1
• Time in Patent Office: Days
• US Class Current: 705/7.32
• CPC Class Codes: G06Q 10/0639 Performance analysis of employees; Performance analysis of enterprise or organisation operations
• CPC Class Codes: G06Q 10/10 Office automation; Time management
• CPC Class Codes: G06Q 30/0203 Market surveys; Market polls
• CPC Class Codes: G06Q 30/0205 Location or geographical consideration

Abstract

Methods and apparatus to improve market launch performance are disclosed. An example method includes receiving a pre-launch market concept and assessing the concept with a hierarchical framework. Assessing the hierarchical framework further includes identifying a framework dimension, identifying a framework construct associated with the framework dimension, and identifying at least one evaluative factor associated with the framework construct.

Claims

1. A method to assess market performance comprising:

receiving a pre-launch market concept; and

assessing the concept with a hierarchical framework comprising;

identifying a framework dimension;

identifying a framework construct associated with the framework dimension; and

identifying at least one evaluative factor associated with the framework construct.

2. A method as defined in claim 1, further comprising generating at least one recommendation based on a response to the at least one evaluative factor.

3. A method as defined in claim 2, wherein the at least one recommendation comprises at least one of conduct a consumer study, rework the concept, abandon the concept, or forward the concept to market.

4. A method as defined in claim 3, wherein conducting a consumer study comprises at least one of a consumer survey, a consumer questionnaire, a focus group, or a consumer poll.

5. A method as defined in claim 1, wherein the framework dimension corresponds to characteristics associated with at least one of market success, consumer acceptance, or consumer preference of the concept.

6. A method as defined in claim 1, further comprising assigning a score to the at least one evaluative factor.

7. A method as defined in claim 6, further comprising assigning a score to the framework construct based on the score of the at least one evaluative factors.

8. A method to improve market performance at launch comprising:

receiving a concept associated with a commercial offering;

retrieving standard consumer measure associated with a characteristic of the concept;

retrieving a framework evaluative factor corresponding to the characteristic from a hierarchical framework; and

applying the standard consumer measure and the framework evaluative factor to a research initiative to determine market response to the concept.

9. A method as defined in claim 8, wherein applying the standard consumer measure and the framework evaluative factor further comprises assigning a first score to the framework evaluative factor and a second score to the standard consumer measure based on consumer responses to the concept.

10. A method as defined in claim 9, further comprising calculating at least one of a construct score or a dimension score.

11. A method as defined in claim 10, further comprising comparing the at least one of the construct score or the dimension score to at least one stored score to determine a relative success factor of the received concept.

12. A method as defined in claim 11, further comprising selecting the at least one stored score based on at least one of a category limitation, a geographic limitation, or a demographic limitation.

13. A method as defined in claim 8, wherein receiving the framework evaluative factor comprises:

identifying at least one framework dimension;

identifying at least one framework construct associated with the at least one framework dimension; and

selecting the framework evaluative factor from a plurality of evaluative factors associated with the at least one framework construct.

14. An apparatus to improve market performance at launch comprising:

a concept receiver to convert a concept associated with a commercial offer of a product into a format for evaluation;

a framework to provide a hierarchy of dimensions, constructs, and evaluative factors; and

a concept evaluator to automatically apply the framework to the received concept to generate a relative success factor for the received concept.

15. An apparatus as defined in claim 14, wherein the dimensions correspond to marketplace success factors, and the constructs correspond to consumer adoption factors of the dimensions.

16. An apparatus as defined in claim 15, wherein the evaluative factors are associated with constructs, and the evaluative factors are questions to elicit values associated with their corresponding constructs.

17. An apparatus as defined in claim 14, wherein the concept evaluator further comprises a concept scoring engine to calculate a scoring value for a first one of the evaluative factors.

18. An apparatus as defined in claim 17, further comprising a scoring database to provide at least one framework formula to calculate a construct score of a first one of the constructs, the score based on the scoring value for the first evaluative factor.

19. An apparatus as defined in claim 18, further comprising a concept comparator to compare the construct score with at least one stored score associated with another commercial offering to determine a relative success factor.

20. An article of manufacture storing machine readable instructions which, when executed, cause a machine to:

receive a pre-launch market concept; and

assess the concept with a hierarchical framework comprising;

identifying a framework dimension;

identifying a framework construct associated with the framework dimension; and

identifying at least one evaluative factor associated with the framework construct.

21. An article of manufacture as defined in claim 20, wherein the machine readable instructions further cause the machine to generate at least one recommendation based on a response to the at least one evaluative factor.

22. An article of manufacture as defined in claim 21, wherein the machine readable instructions further cause the machine to recommend at least one of conduct a consumer study, rework the concept, abandon the concept, or forward the concept to market.

23. An article of manufacture as defined in claim 20, wherein the machine readable instructions further cause the machine to assign a score to the at least one evaluative factor.

24. An article of manufacture as defined in claim 23, wherein the machine readable instructions further cause the machine to assign a score to the framework construct based on the score of the at least one evaluative factor.