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Top Products in U.S. Hook Consumers on a Feeling
|By Business Wire
|February 4, 2014 08:31 AM EST
If U.S. manufacturers, marketers and branding experts want to know if
consumers are emotionally connecting with their products, then they can
look to the results of the Most Memorable New Product Launch survey,
conducted by Sentient Decision Science and Schneider Associates. The
2013 MMNPL survey uses cutting edge research methodologies to measure
emotional connections consumers have to new products. The top 10
products that ranked highest over their competitors have consumers
exactly where brands want them: significantly more likely to purchase
products that evoke a positive emotional connection.
2013 Most Memorable New Product Launch Top 10 Announced (Photo: Business Wire)
And the results may shock you.
The highest ranked product launches in the 2013 MMNPL survey are Windows
8 (#1), Twinkies (#2), iPhone 5C (#3), Taco Bell Doritos Locos Tacos
Cool Ranch (#4 - tied), Wendy’s Pretzel Bacon Cheeseburger (#4 - tied),
Burger King Satisfries (#4 - tied), iPad Mini (#5), Microsoft Surface
(#6), Vaseline Spray & Go Moisturizer (#7), McDonald’s Steak, Egg &
Cheese Bagel (#8), 2013 Dodge Dart (#9), Nintendo 2DS (#10 - tie), and
2013 Toyota Corolla (#10 - tie). You can view the full research
summary in e-book format, available here.
The research validates the link between emotions and memory for
successful product launch marketing, and is significant because each
year of the survey’s 12-year history has continued to emphasize the
difficulty consumers have in recalling products (55% couldn’t name a
single new product in 2013, an improvement from 67% in the election year
of 2012), according to Joan Schneider, author of the New Launch Plan and
CEO of SA.
Other findings include:
Among grocery products, the re-launch of
Twinkies ranked the highest in terms of both awareness and purchase
conversion, indicative of the emotional response consumers
experienced when the product disappeared from shelves for a brief
Wendy’s, Taco Bell, and Burger King are in a
dead heat when it comes to awareness. However, the new Doritos
Locos Taco had a higher conversion rate than either of its competitors
Gender differences are falling away when it comes to recalling new
products; there is now no statistical difference
between men and women, compared with an 11 percent difference
just two years ago
Recognition for products is generally much
higher than actual purchase conversion. Only Windows 8 showed a
notable conversion rate (15%) compared with the next top tech product,
the iPhone 5C (4%)
Awareness of products increases significantly
among consumers citing more media sources of information: 71
percent of those who processed six or more sources recalled a new
product, compared with 55 percent on average
The Most Memorable New Products evoked strong emotions in consumers. In
fact, there is an extremely high correlation between the emotional
association with a new product and the likelihood of purchasing the
“As marketers we've always known that emotion is key to moving consumer
behavior. What is different today is that we now have neuromarketing
research techniques that can quantify the degree of emotion consumers
are feeling," said Chief Behavioral Scientist at Sentient Decision
Science, Aaron Reid. “This year we used Sentient Prime implicit research
technology to measure the automatic gut reaction of consumers. The
results were striking. There is nearly a one-to-one relationship between
the emotional associations with a new product and its degree of
memorability in the marketplace."
“On the surface, this research makes intuitive sense, but when you dig
deeper, what we’ve uncovered has profound importance to marketers,” said
Schneider. “Marketers should study what drives their consumers and
develop campaigns that connect with them emotionally in conjunction with
looking for ways to deepen this impact across converged media.”
The online MMNPL survey, conducted by Schneider
Associates and Sentient
Decision Science during October of 2013, polled a national,
census-balanced sample of consumers age 18 and up, and uncovered data
related to awareness of new consumer product launches, influential
trends, media usage, and purchasing behavior. This is the twelfth
consecutive year that the Most
Memorable New Product Launch survey has been conducted.
To download a copy of the research summary in e-book format,
please click here.
To learn more about the Most Memorable New Product Launch survey, visit www.mmnpl.com
To interview Joan Schneider, CEO and founder of Schneider
Associates, and/or Aaron Reid, Chief Behavioral Scientist at Sentient
Decision Science about the findings, please contact Alexis Walkenstein,
Director of Media Relations at Schneider Associates at [email protected]
About Schneider Associates
Schneider Associates is an integrated marketing communications and
public relations agency that launches and sustains products, services,
companies and communities. www.schneiderpr.com
Sentient Decision Science, LLC is a full service market research
and consulting firm. The firm was founded by Aaron Reid, Ph.D. in 2007
in response to a need for more advanced, practical and precise research
methods in the market research industry. www.sentientdecisionscience.com
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140204005438/en/
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