Kantar and Quilt.AI Unveil Groundbreaking AI Solution to Boost Product Launch Success

Kantar and Quilt.AI Launch New AI Solution for Product Success

Kantar, headquartered in London, alongside Quilt.AI, recently announced the release of a new AI solution called LaunchSignals on November 9. This groundbreaking technology is designed to assist marketers in understanding early signals of market performance after launching new products, thereby enhancing decision-making processes and improving long-term success rates.

In today's market, statistics reveal that nearly one-third of new products disappear from the shelves or stagnate in growth within two years of their release. However, signs indicating how consumers perceive a newly launched product begin to surface almost immediately. These could range from consumer reviews and search behaviors to cultural trends and conversations on social media. Key details include visibility on Large Language Models (LLMs) and movements from competing firms.

LaunchSignals integrates and analyzes these diverse signals. By combining Kantar’s expertise in innovation and brand growth with Quilt.AI’s cultural ontology, this AI can understand unique cultural patterns pertinent to each market rather than providing generalized information. This cutting-edge approach allows marketers to grasp what encourages consumer trials and what barriers may be hindering purchases early in the product lifecycle.

Key Features of LaunchSignals

1. Comparative Analysis: Identifies what stands out or lacks appeal compared to competitors or previous product launches.
2. Expert Recommendations: Provides evidence-based suggestions for marketers on how to respond to consumer expectations, including messaging, promotions, pricing, and customer engagement strategies.
3. Learning from Launches: Learns from multiple product launches to inform future decisions based on insights gained from previous experiences.

In blind testing using cases with known results from past product launches, LaunchSignals demonstrated the capability to accurately predict overall launch performance with around 90% precision.

Insights Gained from LaunchSignals

For instance, in the analysis of a newly released gut health drink, LaunchSignals may reveal that initial reviews are highly positive and search interest is increasing. However, taste evaluations may be polarized, and a strong competitive brand may have already established dominance in the prebiotic drink sector. Additionally, it may point out that the new product is priced significantly higher than its competitors.

Launching Signals doesn't just provide isolated data; it offers concrete recommendations on areas to correct. This could include highlighting product attributes such as fiber, sugar levels, and calories more clearly or strengthening messaging regarding the prebiotic aspect to differentiate from competitors. There’s also a need to communicate value that justifies any price difference and to clarify taste profiles early to align consumer expectations.