Solution Sheet (PDF)

SOLUTION SHEET
Hendry™ Market Structure
Find and Size Genuine and Unique Innovation Opportunities
Overview
Sustainable new product success
is essential to achieving company
goals but it’s harder than ever
before to achieve relative
success. Most new product
failure is linked to poor
understanding of the true
competitive set, the underlying
consumer attitudes that create
that set, and the ultimate source
of volume. This lack of
understanding prevents
companies from finding the right
market, the winning combination
of product attributes, and the
necessary advertising spending
levels. These shortfalls often
spell doom for new product ideas
from their very inception.
Many current market solutions
help clients answer these
questions and gain a deeper
understanding, but most of their
methods rely on a single type of
data (e.g. survey or panel only).
Further, traditional methods use
predetermined competitive-set
definitions that don’t reflect how
shoppers today actually look for
solutions across a wide range of
categories. This limited
understanding of the shopperdefined competitive frame of
reference and reliance on a single
source of data undermine the
ability to truly find or accurately
size genuine and unique crosscategory innovation
opportunities.
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Enter IRI
Only Hendry’s proprietary
methodology can identify a new
item’s cross-category competitive
set, its true source of volume,
and ultimate incrementality. The
Hendry solution does this is in a
single model that integrates
shopping behavior, attitude and
usage data, as well as point-ofsale data that allow accurately
sized multiple new product
launch plans. Fundamentally,
Hendry Market Structure
solutions help clients find
untapped white-space
opportunities across many
categories, while configuring new
products for optimal
performance, and forecasting the
potential sales and ROI very
early in the innovation process.
Thanks to the accuracy of the
forecasts, IRI’s Hendry solution
has been considered the industry
standard for more than 50 years.
Key Questions Answered
The Hendry solution leverages
shopper behavior, survey/
segmentation data and point-ofsale information to answer at a
very granular level how shoppers
define and organize the category.
Clients can better understand:
•
How do shoppers organize
their choices in my categories
(e.g. by occasion, brand,
form)?
•
Which products are true
substitutes across categories,
and temperature states (e.g.
competitive sets)?
SOLUTION SHEET
•
Which products are
complements across
categories and temperature
states?
•
What are the macro attributes
that span categories and
segments, and which can be
used to extend the reach of
segments or brand?
Once clients understand the
product opportunity, they can get
insights to best grow their
business, including:
•
Which shopper-defined
markets are most vulnerable
and attractive to my
company?
•
What attributes can I add to
my product line to maximize
the reach of my product
portfolio?
•
How can I maximize my share
within my current markets?
With the intelligence and insights
that Hendry Market Structure
provides, users gain a thorough
and actionable plan incorporating
shopping behavior, survey data
and point-of-sale information. As
a result, the ability to pinpoint
innovation opportunities reaches
new heights, and new
expectations of success.
Sustainable new product success
is the goal, and in-depth insight
and proven, state-of-the-art
solutions will get you there.
About IRI. IRI is a leader in delivering powerful market and shopper information, predictive analysis and the
foresight that leads to action. We go beyond the data to ignite extraordinary growth for our clients in the CPG, retail
and over-the-counter healthcare industries by pinpointing what matters and illuminating how it can impact their
businesses across sales and marketing. Move your business forward at IRIworldwide.com.
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referenced herein are either trademarks or registered trademarks of IRI. All other trademarks are the property of their respective owners.

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