Note: The New Item Survey is currently in beta and is only available to select clients. A full launch is planned for Q2. Features and functionality may continue to evolve as we gather feedback.

About the New Item Survey

The New Item Survey is designed to capture early shopper reactions to newly launched products, helping you understand awareness, initial perceptions, and purchase intent soon after release.

Common Use Cases for the New Item Survey

Pulse Check: Understand early shopper reactions and optimize launch tactics
Sell-in support: Inform messaging and support expanded distribution with insights
Competitive intel: Understand early competitive launch signals and performance
Future innovation: Guide future product improvement and new ideas

Quick Tips: How to Prompt

IMPORTANT: To launch a New Item Survey, the item must first have a New Item tag created in the Numerator database. Please follow these instructions to request manual tagging for your item.

Step 1: Select Sample

Begin by creating your quota groups and inputting details for each group.

Pro Tip: Quota Groups = How Results are Reported

Consider how you want to view your results when setting up quota groups. If your analysis requires item-level comparisons (e.g., SKU A vs. SKU B), create separate quota groups for each item. If you group multiple items into a single quota group, their results will be combined and cannot be analyzed separately.

Concept Details

Each quota group requires either a Concept Name (text), and/or a Concept Image (uploaded file). These become variables that can be used in your survey questions.

The Concept Name will autopopulate to match the New Item name, but should be edited to make the name more panelist-friendly. This is what the panelist will read in the survey.

Example: Can change "Cutwater Margarita Variety Pack 200ml (April 2023)" to just "Cutwater Margarita Variety Pack"

Note: Whatever is included for one group must be included for all quota groups.

Point Forward Date Ranges

For most New Item Survey use cases, we recommend using a Point Forward date range to enable continuous data collection. This allows your survey to gather responses over time from panelists who become eligible after your selected start date (e.g., product launch date). Learn more about Point Forward Date Ranges here.

When Point Forward date ranges are used, surveys stay live for 90 days after launch or until the quota group is filled, whichever comes first.
- If you need your survey to remain in field longer, please reach out to your Numerator Research Consultant to discuss a custom project.

Pro Tip: Timing Your Survey Launch

Launch your Point Forward survey once you are confident your quota can be achieved within the next 90 days to ensure your sample is met in full.

Image Recommendations

The standard width for an image in the question/text should be 300 pixels.
Valid image file types are JPG/PNG that are 16MB or smaller.
High-resolution images work best for mobile display.
Images with horizontal layouts are not recommended, as most of our panelists take the surveys on mobile.
Note: It is important that respondents understand the product or feature they are evaluating. Also, some images may need to be zoomed in to view specific details.

Step 2: Create Questionnaire

Concept Variables

You can use the variables concept_name and/or concept_image to customize questions.

The input in Step 1 (Select Panelists) will be piped into the question. Therefore, it is best practice to ensure the name is panelist-friendly.
Note: Variables do not display preview images in the builder.

Questionnaire Template available

The following Questionnaire template is available in the New Item Survey:

New Item Survey (15 questions)
Click here to learn more about Questionnaire Templates

Sample Questions

Did you hear about [concept_name] prior to purchasing, and if so, where? Select all that apply. Responses include touchpoints like: Saw it on display/Special feature, Mobile advertisement, From a celebrity, influencer, or content creator, and more
How well did [concept_name] meet your expectations? Select one. Much better than expected, A little better than expected, About the same as expected, A little worse than expected, Much worse than expected
How would you describe the value [concept_name] compared to other similar products? Select one. Much better, Somewhat better, About the same, Somewhat worse, Much worse
What does [concept_name] do better than similar products? Open End
The next time you purchase [Category], how likely are you to consider purchasing [Brand] [Category]? Select one. I will definitely purchase again, I will probably purchase again, I might or might not purchase again, I will probably not purchase again, I will definitely not purchase again

New Item Survey Watchouts

New Items are limited to the New Item Survey. They cannot be used in other In-Platform Survey types.
- If your organization has access to the New Item Module in Insights, these items may also be used in New Item reporting.
Each New Item tag can include up to 5 variants. Learn more about New Item Tags.
Pricing is based on the sample size set at launch. Point Forward surveys can remain open for up to 90 days, but the cost does not change if the full quota is not reached due to limited sample.
- We recommend launching your survey once you are confident sufficient sample will be available within the 90-day window.
Fielding is limited to 90 days. If you need your survey to remain in field longer, please reach out to your Numerator Research Consultant to discuss a custom project.
New Item Tags are maintained through the duration of the survey’s fielding period.
Consider Custom Research for advanced use cases. If you need to track or compare new item performance over time, a custom project is likely a better fit.

In-Platform Survey Types: About the New Item Survey