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The Nielsen BASES System is the world leader in simulated test marketing (STM) for new and existing consumer packaged goods brands. BASES models assist clients to estimate likely future sales volume of initiatives, identify the key drivers of the volume, and then improve the volume and profit potential, all prior to market entry.
Over 860 validations have been conducted of BASES forecasting accuracy, with the average estimate falling within 9% of actual sales and with 91% falling within 20% of actual sales.
 The Nielsen BASES Suite of Products
The BASES service covers both the early stage of the NPD process where marketeers wish to judge the best positioning amongst a number of new concepts, through to the testing of the final concept and product mix.
The key BASES models are: |
Pre BASES |
- For screening concepts/positionings
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BASES I |
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BASES II |
- For concept/product evaluation
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BASED IV |
- For tracking new products after launch.
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Within this mix of products, BASES tests not only new products and concepts, but also line extensions and relaunches.
Client service consultants conduct BASES projects which are adapted to your specific needs. They provide accurate forecasts, diagnose opportunities for improvement, and then present you with actionable recommendations for how to strengthen your ideas and your marketing plans.
Simulated Test Marketing (STM)
Simulated Test Marketing (STM) typically refers to marketing research systems used to determine consumer reaction to marketing and/or product initiatives prior to their market entry. STM models are used to combine those consumer reactions with marketing plan information to forecast the likely sales volume. More advanced STM systems can also identify the key drivers of volume, and the proposition (and its chances for success) can then be improved, all prior to market entry.
Today, most consumer packaged goods companies are using STMs to screen their new ideas early in the development process, so they can identify the better ideas and allocate more effort and resources to them. Then, when the initiative is further along in the development process, STMs are again used to provide accurate estimates of sales, which are important to financial analyses, production planning, and, of course, the overall business/strategic decision to launch (or not).
for more information, visit www.bases.com
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