Category logic
Different products fail for different reasons.
A beverage, a serum, a supplement, and a pet product should not be judged with the same checklist. Pick your category to see what actually decides it.
Taste, repeat purchase, and retail margin have to agree.
Decisions that come up here
- Which flavor moves forward?
- Is the price supported?
- Is the product meaningfully different at shelf?
- Does trial have a plausible path to repeat?
- Is sensory testing the next thing worth buying?
What usually kills a launch in this category
Review a food or beverage product →repeat purchase · taste · price-value mismatch · distribution · occasion fit · operational complexity
Example
Citrus Probiotic Sparkling Drink
The question that decides it
After the first purchase, why does someone buy it again?
Working outside these four?
The decision record works across physical goods. Vantage just does not pretend every category has earned the same evidence standard yet, so outside these four it uses a general framework and shows you the category assumptions it is making instead of hiding them.