Skip to Content

Range optimisation research

To succeed in an ever-changing retail environment, it’s essential to continually evolve and optimise your offering. You can increase your brand growth through range optimisation market research.

Our approach

To grow market share during these uncertain times, it’s vital to differentiate your brand from competitors and maximise reach.

These goals are crucial in categories where there’s lots of choice and online shopping is changing consumer behaviour. You need to consider the wider market, stock keeping unit (SKU) appeal, pricing, promotions, and much more. Traditionally, range potential is assessed in complete isolation from competitors’ offering. But we do things differently.

Our market research factors in current market competitiveness, giving you a much more realistic context to help inform product development and range decisions. This also mirrors consumers’ purchasing behaviour and decision-making at fixture, where there’s usually an abundance of choice. Our two core approaches are total unduplicated reach and frequency (TURF), which assesses the growth potential of different range line-ups, and range builder, our proprietary solution, providing increased granularity and detail of sales outputs.

Our goals? To pinpoint the product range that increases market share for your brand – and delivers maximum sales!


Total unduplicated reach and frequency (TURF)

How would alternative range permutations improve reach – to both current customers and prospects? Find out – fast. We can include diagnostics to demonstrate the reasons behind differences in performance. Also, we can provide a simulator tool for ongoing monitoring after the project.


Range builder

Receive more granular sales details in your deliverables. Measure category growth and incremental sales volume. We collect data via a series of realistic shopping choice exercises, creating an in-market choice context with dynamics such as competitor influence and price points.

Research benefits

Testing product changes

Whether you’re testing new flavours, fragrances, product benefits, formats or pack designs, our research can help you maximise appeal. While delivering category growth for retailers and improving sales for manufacturers.

Optimising your SKU line-up

Understand which SKU line-up performs best and identify likely cannibalisation on your existing portfolio. Discover the SKUs that have the highest or lowest appeal.

Improving SKU conversions

Which SKUs have the best chance to convert non-product users? What are the key SKUs that have the greatest potential to increase purchase intent and sales? And what benefits should you communicate to improve purchase intent?

Finding the ideal range

Uncover the overall impact of a new range on categories. Identify any potential for category growth within the new range – perfect for your trade stories.

Research methods

Product & service development

Product & service development

Ideation & concept development

Ideation & concept development

Concept testing

Concept testing

Product testing

Product testing

Pricing strategy

Pricing strategy

Featured case study

Soft drinks manufacturerAttitudes to sustainability

Learn More

Caffè NeroDelivering delight to customers

Learn More

innocent drinksProviding contextual direction

Learn More
Featured report
Eco Index 2021: Will the Covid-19 recovery be green?
Following on from last year’s inaugural survey, Savanta’s latest Eco Index report reveals where people stand on key environmental issues and what action they want to see.

Download the report below.
Learn More
BrandVue’s Most Loved FMCG Brands 2022
Savanta's latest report reveals the UK’s most loved FMCG brands of 2022 - with performance rankings from across all major categories.

Download the report below.
Learn More
The UK's Top 100 Most Loved Brands 2022
We've canvassed more than 200,000 UK adults, asking them about over 2,500 brands. We've used the results to bring together comprehensive a list of the top 100 brands they love with rankings across age, gender, and region.

Download the report below.
Learn More
Media campaign effectiveness
Helping you to maximize the ROI of the marketing mix through creative testing and campaign evaluation.

Download our free guide below.
Learn More

Knowledge centre

View all
Attitudes & Usage | Brand Development & Strategy | Brand performance | Communication Effectiveness & Optimisation | Consumer Brands | Customer Experience | Data collection & analysis | Health & Wellbeing | Market understanding & opportunity | Pharma | Product & service development | Research Methods

How do pharmaceutical companies use market research?

18 April 2024
Agencies & Consultancies | Automotive | B2B Brands | Business & Professional Services (B2B) | Charities & Not-For-Profit | Consumer Brands | Eating & Drinking | Education | Education | Energy, Water & Utilities | Fashion & Beauty | Financial Services | FMCG | Health & Wellbeing | HNWI | Luxury | Media | Pharma | Politics | Property & Construction | Public & Social | Public Sector | Retail | Sport & Leisure | Technology & Telecoms | Transport | Travel | TrendVue | Wealth Management | Youth | Youth

Navigate new horizons: Ignite uncharted inspiration with TrendVue

12 April 2024 - by Josephine Hansom

Get in touch

If you’d like to speak with one of our experts right now, please call: +44 (0) 20 7632 3434