Practice 200 - Innovation: BASES

This assessment covers the necessary knowledge to effectively prove competency in Nielsen Greater China's 200 level practices


When was introSCAPE® (Factor for success) launched across BASES?

  • 2004
  • 2006
  • 2009
  • 2011

Factor For Success is used as a key measure for evaluating:

  • All products
  • Product to be re-launched
  • New brand launch
  • Line extension of a brand

Nielsen BASES identified 5 dimensions to evaluate the success probability of an initiative, which of the following dimensions is included?

  • Salience
  • Communication
  • Sales Volume
  • Point of Purchase

Which of the following factors are considered when evaluating initiative’s Attraction?

  • Believability
  • Relevance: need and desire
  • Price/value
  • Distinct Proposition

Which of the following statement about BASES Factor for Success is Correct?

  • They are the touch points that would directly impact client’s chance of success
  • Some factors have a higher threshold of risky/failure, meaning they are more important
  • Readiness threshold of all successful factors is the same
  • All factors are important; fail on any of them will lead to unsuccessful launch.

Which service could BASES provide for concept screening?

  • SnapShot
  • Product Advisor
  • Volume Forecast

How many Factors for Success would be test for BASES I study?

  • 2
  • 6
  • 10
  • 12

Which of the following should be provided by client in a volume forecast?

  • Factors for success
  • Customer purchase intent
  • Marketing plan
  • None of these above

If a product got “risky” in probability of success, it means that:

  • It may have got a failure in one factor for success
  • It may have got an outstanding in one factor for success
  • The product will be twice as likely to fail as succeed
  • The product is not recommended to be launched

Match the term with the correct statement

  • Distinct Proposition
    Stand out versus the competition in a substantial way, providing benefit-driven differentiation; this is true innovation
  • Message Connection
    Convey your key selling message in a simple & translatable way that results in internalized understanding. This is deep, not superficial, comprehension
  • Credibility
    Give consumers sufficient reason to believe you will deliver on your promises