Harris Interactive launches Choice Express

for quicker and easier product development testing

Ian Smith

Latest addition to NPD research suite helps create the optimum design/combination of elements in a product or service, in a fraction of time and cost of more traditional methods

London, 27 February, 2018: Harris Interactive, the leading digital market research agency, has launched Choice Express, a quick and cost-effective research tool that helps companies make their products stand out from the crowd.

Choice Express is a standardised, high quality solution that asks consumers to review a range of options and make trade-offs on their product/service preferences. The resulting insight enables companies to optimise the right combination of product and service features, benefits, and price, to drive stronger purchase levels.

The latest addition to Harris Interactive’s suite of NPD products is built on years of best practice research expertise, and runs on QuickSurveys, part of the TolunaInsights™ platform, to deliver superior time and cost benefits for clients; up to three times faster and half the cost of more traditional studies.

The key deliverable is a simulator that enables clients to test ‘what if’ scenarios, for example, to see the impact of a new introduction, how much consumers will pay for a new feature, and which features are necessary vs. desired.

The time from set up to launch and delivery is around one week, for a general population/high integrated research audience, accessed via Toluna’s community of people worldwide.

Commenting on the launch, Debbie Senior, VP Global Products & Automation at Harris said, “Choice Express helps clients who need to optimise their products/services prior to launch, or fine tune them post launch, perhaps to differentiate from competitors. It is a perfect complement to our other Express products, Concept Express and PackTest Express, which enable clients to measure their concepts and packs earlier on in the new product development cycle.”

Choice Express is the latest in a range of agile products provided by Harris answering key business questions across the new product development cycle.

Susan Vidler, Head of Research at Harris, added, “Our highly successful Express product range continues to meet market needs for faster and more affordable insight but without reducing quality. With application across multiple sectors, Choice Express clients still gain access to our methodologist and category expertise and the approach is modelled on our bespoke solution.”



About Harris

Harris Interactive is a full service, digital, consultative market research agency. We are responsive, agile and committed to our clients’ success above all. We have a long history of helping brands succeed and we continuously innovate new means for obtaining insight. We set ourselves apart as we fuse sector expertise and award-winning research designs with innovative tools and technology to deliver impactful, actionable insights that keep our clients ahead of what’s next.

Expert in all areas of research design, implementation, analysis, and reporting, Harris Interactive has particular strengths in customer experience, brand and new product development. Working internationally from our offices, our activities in the UK span both business-to-business and consumer markets. At Harris our legacy, expertise and relationships made us who we are but technology drives our future and speed of delivery allows us to anticipate challenges.

For more information, visit: www.harris-interactive.co.uk

About Toluna

Toluna provides consumer insights designed to empower success in today’s on-demand, global economy. Powered by the perfect fusion of technology, expertise, and the largest global community of influencers at the ready, Toluna delivers rich, reliable, real-time insights to individuals, and companies of all sizes.  Our automated consumer insights platform, TolunaInsights™ underpins everything we do. Clients can access the platform directly, leverage Toluna’s managed services, or create fully-customized digital consumer insights programs via our engineered services.

Toluna is committed to promoting Insights on Demand, an entirely new way for businesses to obtain insight and understand constantly shifting consumer sentiment and taste in the on-demand economy. Toluna is a founding member of the Insights on Demand Consortium, a multi-lateral group that’s advancing the principles and adoption of Insights on Demand. The company has 24 offices globally spanning Europe, North America, South America, Asia Pacific, and MENA.


  • choice express
  • conjoint
  • NPD