Video highlights role of consumer studies in product benchmarking

Product benchmarking helps companies judge how their product will fare against the competition – a valuable insight into likely commercial performance.

Campden BRI, which has seen growing demand for this type of independent assessment, has now launched a short video clip providing insight into what product benchmarking can offer.

Janetta Hylands, Market Insights Group Manager, said: “Product benchmarking forms a part of marketplace knowledge – or product intelligence – and bridges the gap between consumer research and scientific sensory evaluation. As well as looking at the finished or established product, we can also apply the same principles to new product ideas – brainstorming in creative recipe development to combine food styles, trends and novel use of ingredients and packaging, and then screening product concepts to identify the best product for development.

“The results from consumer testing of products can give great insight into the likely commercial success of a new product, or why an existing product is or is not fulfilling potential.

“A new video clip (www.campden.co.uk/videos.htm) shows how Campden BRI can help you to objectively assess consumer opinion – and develop more successful products.”