The consumer goods industry is growing at a breathtaking pace. New product launches, relaunches, brand extensions and product eliminations are part of everyday business for entrepreneurs, marketing heads and product managers in this heterogeneous sector.

Unfortunately, the successful launches are offset by a growing flop rate. In addition to mistakes made in designing products, setting prices, distribution and packaging, with increasing frequency it is communication problems that are to blame for the failures.

Performance tracking during the introductory phase of a new product is frequently used by prominent and experienced companies to detect sales problems and possible risks as early as possible. But all too often, they remain in the dark about why things go wrong. Cogisum Web 2.0 Observer delivers new, high-quality insights about how well, and why, products are accepted or not. By systematically screening consumer forums, chat rooms and blogs, it is possible to zero in on specific brands and products and perform trend and tonality analyses to draw useful conclusions for defining product and communication policies. This attractive, mature tool can also be put to good use by advertising and market research agencies, letting them supplement their consulting services with blog and forum screening and win new business.

Globally successful consumer goods producers operating in Germany use search tools from Cogisum, gaining valuable support for developing new products and deciding when to intervene to turn a dangerous situation in response to negative signals. 

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