Optimising the launch of a revolutionary new product

Business Issue

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Our client is the established category leader, with an enviable reputation for innovation and product development.

Having developed a new technology to overcome well recognised consumer issues with current products, testing of a prototype model was vital to identify enhancements and optimal launch materials.

Insitas Delivered

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Insitas identified a number of use issues with the prototype which led to inconsistent performance – risking damage to the brand image and reputation if unaddressed.

Additionally we highlighted elements of the launch materials which required clarification and improvement.

Actions Taken

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Our insights enabled the development team to make changes to the product design that would enhance user experience, therefore saving the brand reputation and innovative idea.

Our client was also able to use the research to further optimise user instructions and tackle performance issues experienced during prototype testing.

Developing a counter strategy to a rival product launch

Business Issue

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Client losing sales to a rival competitor’s newly launched range. ​
Despite having a higher price and being an unknown brand, rival product was posing a serious threat.


Developing a counter strategy based on an understanding of the consumer appeal of the rival product was crucial to stem further revenue erosion.​

Insitas Delivered

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Buyers were found to believe that the competitor product had a number of benefits which were not perceived to exist in the client brand. ​

Rival product had been able to communicate more effectively how it worked.​

It had more effectively identified core target groups. ​

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Actions Taken

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Our client identified distinct audiences and developed more targeted messaging, attuned to their core needs. ​

Longer term, the opportunity presented by NPD with varied formats was identified – strengthening our client’s position within the sector. ​