Over 80% of new products fail. We can help make sure yours isn’t one of them. Our researchers have tested thousands of concepts for leading global manufacturers.


We use innovative, creative and reliable market research techniques to get the feedback our clients need.

If you're launching a new product, or re-launching an existing one, we can help you with everything from idea screening, to releasing your final product into market.


We provide insight and advice regarding your concepts, product design, packaging, key messaging and even your pricing strategy.

why PLAY with us?


You may love a new product idea, but will your customers? Is it right for the market? Does it fill a need?

At PLAY, when it comes to new product development, we use a tried and tested approach to establish key performance indicators that help us evaluate your initial ideas, and separate the wheat from the chaff.

Our normative benchmarks reveal strengths and weaknesses of your ideas, relative to other in-market products.


No two customers are the same, and for obvious reasons, different category shoppers, or segments, will have different preferences.

Our analysis techniques enable you to clearly identify where the similarities and differences exist between category shoppers so your range can be fully optimised to ensure your product and its associated marketing is targeted at these unique preferences.


Once you have determined which ideas are most likely to succeed in the market, we can also help you grow these ideas and ensure they continue to meet market and customer needs as they evolve.

Our proprietary concept evaluator and diagnostic tools provide information on what factors are behind the positive performance of an initial concept, to help ensure it progresses along the right path.

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Launching a new product into the market can be tricky, especially if there’s a chance it could impact the sales of your existing product line.

At PLAY, we can provide you with detailed insights to help you predict the likely impact on your overall sales, and the extent to which the change is likely to be incremental (add to your existing revenue) or substitutional (replace it).

Our interactive simulators enable a range of ‘what if’ scenarios, to make sure your NPD is incremental to current sales, and that your total range benefits from the change.

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"PLAY is my go-to market research agency because of their can-do attitude, their willingness to try something new, their continual strive for the best technology and products as well as their sharp, concise, insightful reporting. They are fun to work and play with."

Alison Turner, Quantitative Research Manager

“PLAY’s ability to simplify what is sometimes a complex innovation research process worked perfectly. They approached the challenge efficiently, and quickly identified how the new packaging would deliver against our brand’s KPIs, and where there were opportunities to optimise the new designs further.”

Michael Sergeant, Group Marketing Manager,
Campari Asia Pacific

“PLAY have shown a strong understanding of research approaches, consumer brands and the FMCG categories we operate in. They have successfully turned around fast research projects as required but they have also challenged us and worked in partnership on a number of more strategic challenges.”

Mark Whitby, Regional Consumer Market Insight Manager

“PLAY’s no-nonsense approach and ability to quickly get to the heart of the problem makes them the perfect partner for us. They tackle the business issue with methodologies that are spot on for our timeframes and budgets. Recommendations are relevant, actionable and delivered in a way that makes them extremely easy to digest.”

Ned Tesic, Head of Marketing,
Sydney Markets

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