Test to learn and achieve better results 

 Challenge : 

 I work at a CPG company and the objective we always have is to grow awareness : be a top of mind   brand and to increase consumption : higher market share . In a category I worked with , the situation   was n’t so optimistic , we were losing share month after month and nobody seemed to know how to turn   the situation around . We started having different communication plans that did n’t work at all , doing   retail activations that did n’t have the results we were looking for and the situation was getting more   difficult and it seemed there was no way out . 

 Selection : 

 We though the solution was to put the customer on the center of decision making , that ’s why we   decided to use learning launch tool to start doing lots of experiments to test and learn . We wanted to   launch a new product but wanted to be sure it will work before doing a traditional huge launch . We   started doing consumer understanding sessions to co - create with them a product that will wow them . 

 Application : 

 We wanted to develop a new product consumer would love but we wanted to co - create with them and   do an experiment to analyze if that was the correct choice . For this , we defined the idea which included :   the product and the target it was going to be directed to . We had some assumptions that we went to   understand with real consumers where we ended up designing the final product ; when we had it ready ,   it was a high risk to launch it nationwide because we were afraid of the cannibalization if will bring and   that a huge effort will end up with any increase in awareness or market share . 

 That ’s why , we decided to prototype the product and do a small test where we sold this product and   saw the purchase intent of the people , but some changes were made to make it more attractive for   consumers including a price correction . When we saw this test was successful and made the corrections ,   we continued with a bigger test where we did a launch in a region of my country and when we analyzed   that consumption was being incremental and this product was helping the brand results , we finally   decided to launch it as we had done it since the beginning in a traditional way . 

 Insight : 

 By applying this tool , we could validate some assumption we had , for example : 

 1 . Validating the need : We saw purchase intent of the people and confirmed the hypothesis we 

 had where we included a new ingredient but did n’t know if that was going to create value for   consumers . 

 2 . Price : We had to make some adjustments in price to be fully competitive and achieve the sell 

 out we were expecting . 

 3 . Package : We had to include more information in the package so consumers could understand 

 the difference between the existing products and this new one . 

 Approach : 

 For this situation I think we applied the correct tool because it helped us validate many assumptions we   had but we were n’t sure if it was going to be the correct decision or if it was going to harm the brand .   Moreover , it allowed us to make the corrections needed before doing a huge launch to finally achieve a   successful national launch 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Test to learn and achieve better results 

 Challenge : 

 I work at a CPG company and the objective we always have is to grow awareness : be a top of mind   brand and to increase consumption : higher market share . In a category I worked with , the situation   was n’t so optimistic , we were losing share month after month and nobody seemed to know how to turn   the situation around . We started having different communication plans that did n’t work at all , doing   retail activations that did n’t have the results we were looking for and the situation was getting more   difficult and it seemed there was no way out . 

 Selection : 

 We though the solution was to put the customer on the center of decision making , that ’s why we   decided to use learning launch tool to start doing lots of experiments to test and learn . We wanted to   launch a new product but wanted to be sure it will work before doing a traditional huge launch . We   started doing consumer understanding sessions to co - create with them a product that will wow them . 

 Application : 

 We wanted to develop a new product consumer would love but we wanted to co - create with them and   do an experiment to analyze if that was the correct choice . For this , we defined the idea which included :   the product and the target it was going to be directed to . We had some assumptions that we went to   understand with real consumers where we ended up designing the final product ; when we had it ready ,   it was a high risk to launch it nationwide because we were afraid of the cannibalization if will bring and   that a huge effort will end up with any increase in awareness or market share . 

 That ’s why , we decided to prototype the product and do a small test where we sold this product and   saw the purchase intent of the people , but some changes were made to make it more attractive for   consumers including a price correction . When we saw this test was successful and made the corrections ,   we continued with a bigger test where we did a launch in a region of my country and when we analyzed   that consumption was being incremental and this product was helping the brand results , we finally   decided to launch it as we had done it since the beginning in a traditional way . 

 Insight : 

 By applying this tool , we could validate some assumption we had , for example : 

 1 . Validating the need : We saw purchase intent of the people and confirmed the hypothesis we 

 had where we included a new ingredient but did n’t know if that was going to create value for   consumers . 

 2 . Price : We had to make some adjustments in price to be fully competitive and achieve the sell 

 out we were expecting . 

 3 . Package : We had to include more information in the package so consumers could understand 

 the difference between the existing products and this new one . 

 Approach : 

 For this situation I think we applied the correct tool because it helped us validate many assumptions we   had but we were n’t sure if it was going to be the correct decision or if it was going to harm the brand .   Moreover , it allowed us to make the corrections needed before doing a huge launch to finally achieve a   successful national launch
### Output: 