The tool, called LaunchEvaluate, allows businesses to identify factors driving in-market performance and spot potential issues, such as low awareness.

LaunchEvaluate also helps users identify gaps, tension points, blind spots and opportunities to correct course using diagnostic insights, as well as helping tailor launch strategies and manage launches across multiple markets.

The tool can also support users in learning from prior success and failures.

LaunchEvaluate is available on Kantar Marketplace and follows other tools in Kantar’s agile innovation portfolio, including early-stage ideas testing platform IdeaEvaluate and concept testing tool ConceptEvaluate.

Nicki Morley, global innovation lead at Kantar, said: “Understanding not just how new products perform but also what sits behind this is crucial. Existing tools often fail to connect the dots between consumer behaviour, brand impact, and sales performance, leaving brands with gaps in their strategies for what to do next.

“LaunchEvaluate is designed to unpick the ‘why’ behind sales numbers, giving marketers the fast, actionable insights and tailored recommendations they need to ensure every launch reaches its full potential.”