Post-launch test

When a product or service has just entered the market, early feedback makes all the difference.
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Benefits of this approach

Early post-launch signals

Early market signals surface issues and opportunities while there is still room to adjust, reducing the cost and risk of late-stage corrections.

Real purchase and experience moments

It measures real product or service experiences, not declared ones, capturing feedback at the exact moments when decisions and reactions take place.

Journey patterns and drivers

The combination of quantitative scale and qualitative depth reveals not just what happens along the journey, but the reasons behind it.

Actionable post-launch decisions

It delivers immediately actionable inputs to optimise communication, product/service features and potential line extensions.

RESEARCH MODULE

Truth moments survey

1000 participants
A structured survey built around the three Truth Moments (awareness, purchase and usage), designed to reflect how familiarity with the product or service evolves over time.

Questions adapt to respondents’ real exposure and usage, combining robust metrics with open-ended inputs to capture both behavioural patterns and the reasoning behind them.
OUTCOMES

Clear measures of awareness, interest, purchase, usage and re-purchase for the product or service

Insight into expectations generated by communication and their consistency with real experience

Evidence on the drivers and barriers influencing choice and usage

OUTCOMES

A detailed reconstruction of the product or service choice and purchase journey

Live reactions, emotions and evaluations during first use or experience

Clear identification of wow moments, friction points and opportunities for improvement

RESEARCH MODULE

First experience interviews

20 participants
In-depth interviews that capture the first real interaction with the product or service as it happens.

Participants are observed while using or experiencing it for the first time, allowing us to document reactions, emotions, misunderstandings and moments of delight in context.
RESEARCH MODULE

Shopping missions

20 participants
Asynchronous diary-based activities tracking the search and first purchase experience for a product or service, both in-store and online.

Participants document their behaviour as it unfolds, sharing spontaneous comments and think-aloud reflections.
OUTCOMES

Detailed feedback on how people read, decode and interpret what is shown on shelf or on screen, and which elements actively influence their choice in context

Practical direction to adjust placement, messaging and channel strategy based on observed behaviour, not assumptions

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CASE STUDY

Using early post-launch insight to refine communication and experience

CHALLENGE

A global food brand was preparing the launch of a new packaged ice cream range across modern retail and out-of-home channels.

With the product entering the market, the objective was to capture early consumer feedback to optimize communication, channel execution and the overall product experience.

APPROACH

Using the Moment of Truth framework, we ran an early post-launch study in Italy among people who had already tried the product or were about to do so.

The research combined a large-scale survey across the three Truth Moments with qualitative observation of first purchase and tasting experiences.

OUTCOME

The study provided a clear view of how the product was discovered, chosen and experienced in real contexts.

It highlighted strengths and friction points along the journey and delivered actionable insights to support post-launch optimisation and future roll-out decisions.

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