6 Key Learnings from the 2012 Most Memorable New Product Launch Survey
Our EVP Julie Hall teamed up with Chief Behavioral Scientist of Sentient Decision Science Aaron Reid to share the results of the 2012 Most Memorable New Product Launch survey in a Google+ Hangout On Air. Since 2001, SA and Sentient Decision Science have conducted the survey to learn which product launches make lasting impressions with consumers and find key trend data on which marketing tactics are the most influential, where consumers are learning about new products and what product attributes are the most desirable. Here are some of the key takeaways from the hangout:
1. Avoid launching a new product during an election year: Sixty-seven percent (67%) of consumers surveyed could not recall a single new product launched in 2012. This is the second lowest recall rate of the decade, trumped only by the 69% unable to recall a new product launch in 2008—another election year. Repeated low recall rates during election years suggests that it is harder for brands to break through the proliferation of political ad clutter to gain consumer attention.
2. Political ads push new product ads from consumers minds: Respondents said that four out of the last ten commercials they could remember contained political messages. This shows that in an election year, consumers are less likely to recall new product ads, either because there are simply more political ads, or that the political ads make more of a lasting impression.
3. Domestically-made products are more popular than ever: “Made in The USA” was cited by 62% of consumers as influencing their purchasing decision, a five percent increase from two years ago. “Made Locally” experienced a similar boost in influence, with 52% of respondents influenced by it, up from 48% in 2011 and 46% in 2010. MMNPL data from the past decade shows that attributes such as “Made in the USA” spike in influence during presidential election years.
4. Amazon Kindle Fire still hot after nearly a year: Amazon’s Kindle Fire topped the Most Memorable New Product Launches list with 30% of surveyed consumers remembering the launch. Other products that made the top ten were Taco Bell’s Doritos Locos Taco (#2, 18.8%), Tide Pods (#3, 15.6%), Pepsi Next (#4, 13%), Samsung Galaxy Note (#5, 11.7%), the all-new iPod Nano (#6, 10.6%), Nintendo’s Wii U (#7, 8.2%), Taco Bell Cantina Bowl (#8, 7.1%), Duncan Hines Frosting Creations (#9, 5.7%), and McDonadl’s Chicken McBites (#10, 4.9%).
5. Young & healthy at heart: Millenials are more concerned about product attributes such as high fructose corn syrup, trans fat, organic and low soidum than any other age bracket.
6. Dads are the new moms: More men are making household purchasing decisions than ever with 49% of male respondents identifying themselves as the decision-makers. And increase of nearly ten percent since 2009.
To find out other key trends that emerged from our survey data, watch the video below. To download the 2012 MMNPL Data deck, click here.
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