Techniques & Methods | Gate 3
Gate 3
Gate 3 is a unique new product development research consultancy process that ensures research data is converted to successful outcomes every time.
Colmar Brunton designed Gate 3 to satisfy a need with marketers to go the extra step in npd research to ensure the new product succeeds in today's highly competitive marketplace.
- Requires understanding of the category and the market drivers
- Research tools that are diagnostic and directional
- Predictive tools that turn research data into marketing outcomes
The Gate 3 process can be summed up by:
- Defining the number of households
- Identifying the target audience
- Compiling a fact base to use later in volumetric calculations
- Conduct a category health-check (normative reporting)
- Test performance of concepts, products and packaging
- Identify critical success factors through driver analysis
- Match the drivers and performance attributes against the category
- Perform volumetric calculations using fact base and test data