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Company Debuts Index That Measures Consumer Intent To Purchase New CPGs

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Instant.ly, an on-demand consumer insights platform, today debuted the Instant.ly Shelf Score, an index measuring consumer intent to purchase recently introduced consumer packaged goods (CPG) products. Instant.ly Shelf Score evaluates the newest CPG market offerings and ranks 10 of the most innovative from that group by overall consumer interest.

Instant.ly is provided by uSamp, a technology leader in market research providing automation, mobile and global sample and insight solutions for marketers.

The inaugural results of Instant.ly Shelf Score—which focused on CPG grocery products introduced in June—reveal the purchase intent of a nationally representative sample. Chewy Chips Ahoy! with Reese’s Peanut Butter Cups, Cheerios Protein Oats & Honey and the Limited Edition Reese’s Peanut Butter Cup Oreo Cookies lead in consumer purchase intent with top three box scores of 82, 75 and 74 percent, respectively. Following closely behind, Ben & Jerry’s Peanut Butter Fudge Core ice cream tied with Lay’s Air Pops Crisps at 71 percent.

Instant.ly Shelf Score—July 2014

1. Chewy Chips Ahoy! with Reese’s Peanut Butter Cups; purchase intent score, 82 percent

2. Cheerios Protein Oats & Honey, 75 percent

3. Reese’s Peanut Butter Cup Oreos, 74 percent

4. Ben & Jerry’s Peanut Butter, Fudge Core, 71 percent

5. Lay’s Air Pops Crisps, 71 percent

6. Pringles Tortillas, 66 percent

7. Chechil Cheese Bites, 60 percent

8. Kellogg’s Eggo Thick & Fluffy Minis Waffles, Chocolate Delight, 57 percent

9. Tombstone Original Chicken Fiesta Pizza, 54 percent

10. Summer Berry Pebbles, 52 percent

“Many of our CPG clients are looking for better ways to pinpoint consumer passions, desire and purchase intent. Instant.ly Shelf Score was designed to give these companies instant access and an early reading on consumer sentiment about new products and brands,” said Justin Wheeler, uSamp VP of product innovation and business development. “Traditionally, CPGs track consumer sentiment using mechanics that can take weeks or even months to generate feedback. Now, we can spot products that are often released in test markets, or as limited editions, and readily score them for national interest.”

Shelf Score is derived from Instant.ly Concept Test, introduced last week by the company, as the first concept-testing platform of its kind to provide CPG brands and retailers with an easy-to-use tool to screen new product ideas—including new packaging, flavors or line extensions. Instant.ly Concept Test empowers brand managers to collect rich feedback from mobile and online audiences to determine key success attributes, such as purchase intent, in a fraction of the time and at a fraction of the cost of current testing methods.

With more than 80 variable product attributes for brand managers to choose to evaluate, Instant.ly Concept Test compiles top two box scores for purchase intent, consumer need/desire, differentiation and perceived value. The results are captured in an intuitive dashboard, detailed enough to persuade and polished enough to present, according to uSamp.

The products included in the July edition of Instant.ly Shelf Score were discovered in grocery stores and online channels across the U.S. To compile its list of 25 entries, Instant.ly reviewed a wide cross-section of products, making final selections based on flavor innovation, interesting applications of new or popular ingredients, and category disruption from small or unknown brands.

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