Vantage
VANTAGE
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The launch already happened

Fix what isn't selling, based on what happened.

Sales, repeat, retailer feedback and reviews fold back into the original decision, so a price, pack or claim change rests on evidence, not the loudest complaint.

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The question that decides it

Is this a trial problem or a repeat problem?

Every Vantage call ends in one of five: Proceed, Refine, Validate, Pause or Stop.
What Vantage answers

The calls in front of you, made on evidence.

i.

Is it trial or repeat?

Two different problems with two different fixes. Vantage says which one you have.

Refine
ii.

What are retailers really telling you?

Buyer feedback, read against the sales data instead of on its own.

RefinePause
iii.

Which change comes first?

Price, pack, placement or claim, ranked by how much each could move.

RefineStop
What it looks like

A sample decision.

Product record Sample
Unscented Body Wash Refill
In market
Verdict · RefineRefine placement, not the product

People who find it buy it again. Too few find it.

Evidence

Repeat is 34% among first buyers, above plan.Retailer data · 12 weeks

Evidence

Trial is 40% below plan at the two largest accounts.Retailer data · 12 weeks

Inference

Shoppers can't find the refill: it sits on the bottom shelf, away from the bottles.Store visits · 6 stores

Next dollar goes to

Ask both buyers to place the refill next to the bottle for 8 weeks. No cost. Reopen with week-8 data.

What you bring

  • The concept, deck or product brief
  • Any research you've run: surveys, panels, taste tests
  • Sales, repeat or retailer feedback, if it exists
  • Your price and cost assumptions

What you get back

  • One call: Proceed, Refine, Validate, Pause or Stop, with the reasoning
  • Every line labelled evidence, inference or assumption, with its source
  • Confidence based on how well the evidence holds up
  • The next test worth paying for, and the result that would change the call
Related

Also useful.

Use caseLaunch readinessRead more →RoleCategory & commercialRead more →IndustryBeauty & Personal CareRead more →

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