A New Path to Innovation Success Understanding the Role of Evolving Consumer Needs States
“Our innovation pipeline isn’t as robust as it should be”
“Our competitors are catching up to us – or are ahead”
"My brand needs to be more differentiated....but how?"
"We need a WOW -- not just a line extension"
"....and I have to do it in today's economy!"
Sound Familiar?
We live in an increasingly competitive, fast paced and seemingly unpredictable world. As such, marketers need a reliable approach to find the next big idea, or in essence, predict where their category is going.
What will consumers want in the future? And when will they want it? How can we make the future more predictable?
A New Perspective on How To See The Future
This insightful presentation from GfK Strategic Innovation proposes a new approach to filling your new product pipeline with winning innovation. It begins by proposing a process or system that includes:
- Tracking and analyzing patterns of innovation over time, category and geography (new “news” to consumers and manufacturers’ response)
- How and why a category evolves, and reasoned prediction of where it may go, from the consumer point of view
The idea here is that by understanding how consumer needs evolve you can better determine how innovation can and will address those needs in the future.
In other words, innovation can be predictable!
