Risk Assessment

What we measure

Most new product development processes begin with a range of possibilities that need to be prioritized to a manageable set of ideas. We help you narrow down multiple concepts into the few that will have the highest likelihood of success. By helping you zero in on your most marketable concepts, we calculate and reduce risk associated with new product launches.

Our experience tracking thousands of product campaigns combined with our trusted experts and comprehensive suite of solutions will help you differentiate your product, ultimately paving the way for a winning and sustainable launch.


Using our 12 Factors for Success method, we can predict the probability of launching a winning product. Outstanding performance on just a few of these factors is not enough; a new product is only as strong as its weakest link. This process, modelled on more than 30 years’ testing across more than 150,000 initiatives worldwide, identifies which factors will lead your new product to market success.

In fact, we have validated approximately 18,000 of our concept tests over the years and have found the variance between our volume forecasts pre-launch versus actual market sales is within +/-9 percent.

12 Key Steps to Consumer Adoption | Risk Assessment