There is a powerful trend toward launching new products in test markets. Some organisations use this as a way to skip the stage-gate process and get to market faster in a competitive landscape, while others aim to mitigate risk. Drinkworks, an AB InBev and Keurig joint venture, adopted a launch-and-learn strategy to bring their new-to-world Home Bar system to market. Realizing that there is only value in a test market strategy if you allow real consumer insights to fuel the fire at every stage, Drinkworks partnered with AMC Global (a leader in new product launch research), to create a best-in-class research plan for the Drinkworks Home Bar launch.
This could also be of interest:
Catalogue: Seminar 1983: Publishing A Better Product
Author: Hilary Cross
November 23, 1983