Recorded October 21, 2021

Presenter:   Dave Lundahl, CEO

Connecting the dots between implicit emotional impact and behavioral disruption

The ability to predict how a new product will disrupt behavior of individual consumers or a product category is a powerful decision tool.  The newness effect is a a set of metrics that can be used to gauge and predict LIFT, a measure of how a new product disrupts a whole product category.

This effect is based on some unique behavioral measures of Trust, Relevance, Uniqueness and Emotional impact.  TRUE is more than the sum of it’s parts.

Using the 2019 impact of Beyond Burger as a case study, this webinar will demonstrate how the newness effect predicts category impact.