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Category Development & Risk Index

Informing decision making

Our guide to measuring market potential and help understand how developed a behaviour is, to inform NPD and category investment decision-making

Download it free below.

Will Blackett EVP, Consumer 20/09/2021

As shoppers become savvier, the retailing environment has become increasingly competitive. It’s not just about low prices (although that may help); it’s about brands having a point of difference, adding value and targeting needs.

To really understand opportunities and minimise risk it’s important to take the predictive onus away from consumers. We developed Category Development Index (CDI) and our Category Risk Index (CRI) off the back of our proprietary Behaviour Change Modelling (BCM) framework.

Download our guide to category development and risk below.

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