improve the effectiveness of product launches

Improve the Effectiveness of Product Launches

SDL Social Intelligence Division

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SDL Social Intelligence recently worked with Forrester Research to develop a better understanding of how businesses manage product launches. This is what we found:

89%89% say IMPROVING them is a PRIORITY.

Only 5% of Product launch professionals (PLP's) are not confident with their Product Launches

5%

The launch data that Product Launch Professionals USE MOST…

..is the same data they TRUST LEAST

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MANY METRICS INFORM PRODUCT LAUNCHESWhich of the following types of data do you use during the product launch lifecycle?

Ad hoc custom quantitative data (e.g. surveys and questionnaires about a specific issue or topic)

Standard tracking data (e.g. Net Promoter Score [NPS]; customer or product satisfaction)

“Voice of the consumer” data (e.g. support and service call logs, feedback from sales and retail teams)

91%

90%

84%

50% 100%BASE = 174 Product Launch Professionals

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BUSINESSES DON’T VALUE THE DATA THEY COLLECTHow do you rate each type of data in making product launches successful?

Manual data collection from social media

Automated data collection from social media Standard tracking data

2.89

2.68

2.23

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BASE = 174 Product Launch Professionals

421

While ALL PLP’s recognize the value of real-time data for Product Launch Optimization, most of the measuring happens PRE or POST launch.

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COMPANIES MEASURE BEFORE AND AFTER PRODUCT LAUNCHES Thinking about a “typical” product launch, at which point(s) in the launch lifecycle does your organization collect data?

During product launch

Prior to product launch 70%

54%

64%

50% 100%BASE = 174 Product Launch Professionals

After product launch

It is not a question of “IF” social data should play a critical role in Product Launch Optimization Strategy, just aquestion of “HOW” to use it within an organization.

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