The challenge

Successful innovation is more challenging than ever. Consumers are difficult to grasp, innovations are copied at an accelerating pace and consumer novelty expectations are on the rise. It has been never so important to develop truly relevant or real breakthrough innovations, but the large majority of new products still fail after launching.

Our vision

We need to step away from the approach in which validation is everything and replace it with an integrated approach where consumers are supporting brands and companies at each stage of the innovation process. Only by truly empowering consumers throughout the innovation process can, the speed and success of new product innovations be boosted.

Putting it in practice

We offer a unique suite of solutions to help you embed consumers in the new product development process. This allows for the development of relevant innovations, earlier recognition of winning ideas and better use of your innovation resources.

• Consumer-led ethnography to uncover strong consumer insights
• Insight screening to prioritize insight platforms
• Co-creation research communities to generate the best possible ideas
• Idea screening to detect winning ideas
• Concept development sessions with consumers to turn ideas into concepts
• Concept testing to understand concept potential
• Pre-launch communities to optimize positioning and go-to-market strategy

International brands such as Heinz, PepsiCo, Sara Lee and Heineken build on our innovation research vision to stay ahead of their competitors.