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Pinpoint every opportunity for growth

…and avoid updates that hamper it. See how your product should evolve to sustain consumer loyalty and grow sales.

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Built for innovators. Loved by product teams. Trusted by leading brands.

Kraft HeinzCoca-ColaSimplyExplorerMondelēzAeston WestTysonLOLALiquid DeathMarsL’OréalColgateUnileverThrive MarketCloroxNestlélululemonEatifulHanesMaple BrothersPepsiCosmoP&GSpindriftKimberly-ClarkKing’s HawaiianCVS HealthAeliaKraft HeinzCoca-ColaSimplyExplorerMondelēzAeston WestTysonLOLALiquid DeathMarsL’OréalColgateUnileverThrive MarketCloroxNestlélululemonEatifulHanesMaple BrothersPepsiCosmoP&GSpindriftKimberly-ClarkKing’s HawaiianCVS HealthAelia
Sound familiar?

When teams are considering product updates

  • You’re under pressure to react quickly to supply chain changes
  • You risk changes that could alienate current shoppers
  • You’re responding to evolving consumer preferences on ingredients
The result

A huge risk of disrupting successful past performance.

Alienation analysisoriginal vs. update
18% risk

High potential for user loss — refine the new formula before it reaches loyal buyers.

Response categoryCountShareAlienated718%Noise25%Liked2768%Disliked410%
Highlight AIAlienation traces to the new sweetener, not the packaging
In the platform

Reformulate smarter with Highlight

  • Testing prototypes with real consumers
  • Applying in-platform research standards automatically for rigorous results
  • Pinpointing the attributes behind consumer content — and discontent
Learn more about alienation analysis

Update without the risk

In-home usage testing

Put your product in real consumer homes to see how it performs in real-life routines.

Alienation analysis

Identify the elements of your reformulation, packaging, or branding that risk alienating current consumers.

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See how Highlight helps product teams optimize

Get a personalized walkthrough of how to launch reformulations with confidence.

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Keep moving through the lifecycle
Previous stageUnderstand

Evaluate evolving consumer preferences and behaviors.

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Grow your innovation and renovation pipeline.