Launching a new product or service is a costly, complicated and multi-faceted challenge that can turn into a monumental success or an embarrassing failure. Marketers increasingly are expected to track, measure and justify marketing initiatives with meaningful data, much of which can now be captured via the digital trail of the Internet.

Through a combination of automated technologies and analyst expertise, Nielsen BuzzMetrics can help marketers, product developers and advertisers measure, understand and manage consumers’ reaction to a product launch—before, during and after—no matter what the product: a new vehicle, video game, a food product, financial service, a new drug, a high-tech TV screen or a new TV show.

Manage a new product launch on numerous critical fronts by measuring and leveraging consumer-generated media (CGM) for specific benchmarks and questions:

• What’s the buzz about your product—before, during and post-launch?
• How does your product benchmark against industry norms and your competitor(s)?
• Is CGM a strength or weakness for your product/brand?
• Are your marketing/promotion programs resonating with consumers and having the desired impact? Are they building buzz? Are they building the right kind of buzz?
• What key issues generate and influence buzz and sentiment about your brand (and the competition)? Does those issues match expected behavior?
• Who are your most influential consumers, where is their online influence concentrated, and how can you best leverage them?
• Is your product serving your customers’ needs? Are consumers suggesting ideas, innovations and adaptations worth pursuing?
• Are you targeting the right products to the right markets?
• Could any perceived quality/safety issues impact sales or acceptance?
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