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Optiline 1
Assessing your different range scenarios
Optiline 1 was designed to optimize the structure of a range using the following advantages:
You want to optimize your product line's performance and have developed several alternative scenarios:
Your goal is to evaluate each scenario's interest to determine the ideal that best meets the stated objectives:
Traditional TURF-type methodologies are based on equal levels of visibility and spontaneous understanding for all the products in a given range: participants are shown the different products in the line, all of which, according to the theory, they see, and state their purchasing intents.
Yet shoppers make decisions differently during these tests than in real life. They do not see all the products in a range equally and don't take the time to understand the benefits of each product.
OPTILINE 1 better incorporates the ideas of visibility and spontaneous understanding in a three-step process:
1. Measuring each product's potential visibility
In its competitive context based on how the products are displayed in their environment.
2. Measuring shoppers' intent to buy each product
Working from quick exposure using a "tachitoscope"
3. Performing an assisted diagnostic of the perception each product gives off
Optiline 1 is used to answer the following essential questions:
Overall, compared with traditional TURF methods that do not take into account the crucial aspects of visibility and spontaneous, instant understanding of product benefit, Optiline 1 helps brand managers make more reliable decisions.
The method is quicker, more reliable and easier to use than traditional turf methods used to pre-select ideal product range structures.
Optiline 1
Online screening to pre-select the optimal line
Assessing your different range scenariosOptiline 1 was designed to optimize the structure of a range using the following advantages:
- Online data collection (speed and cost)
- A specific approach that accounts for complementary products and each product's spontaneous understanding and visibility.
You want to optimize your product line's performance and have developed several alternative scenarios:
- Launching a new product in addition to the current products
- Phasing out a product that is faring poorly
- Replacing a weak product with a new product
- Changing the selling format within the range
Your goal is to evaluate each scenario's interest to determine the ideal that best meets the stated objectives:
- Before final validation (Optiline 2) if a major decision needs to be made
- As final validation for less consequential decisions or if there are time or budget constraints
A three-step procedure
Traditional TURF-type methodologies are based on equal levels of visibility and spontaneous understanding for all the products in a given range: participants are shown the different products in the line, all of which, according to the theory, they see, and state their purchasing intents.
Yet shoppers make decisions differently during these tests than in real life. They do not see all the products in a range equally and don't take the time to understand the benefits of each product.
OPTILINE 1 better incorporates the ideas of visibility and spontaneous understanding in a three-step process:
1. Measuring each product's potential visibility
In its competitive context based on how the products are displayed in their environment.
2. Measuring shoppers' intent to buy each product
Working from quick exposure using a "tachitoscope"
3. Performing an assisted diagnostic of the perception each product gives off
Results
Optiline 1 is used to answer the following essential questions:
- Is it better for the entire line to add a new product or does it split the line apart without adding anything to the mix?
- When one product is removed from the mix, do the remaining products make up for the loss?
- Do new products perform better than existing products?
- How does the range's image change according to the nature of the existing products? Do new products enhance brand image? Does removing a product from the line draw away from brand image?
Overall, compared with traditional TURF methods that do not take into account the crucial aspects of visibility and spontaneous, instant understanding of product benefit, Optiline 1 helps brand managers make more reliable decisions.
Advantages of Optiline 1
The method is quicker, more reliable and easier to use than traditional turf methods used to pre-select ideal product range structures.