Destination Innovation
85% of new products fail. We think that’s crazy.
At Nielsen, we believe that, although there’s not one single formula for innovating well, there is a repeatable science behind it. There are best-in-class approaches, tools and strategies that successful innovators rely on. Having evaluated thousands of new product launches, with a focus on those that truly break through, we’re inspired to ask: why can’t 85% of innovations succeed rather than fail?
We believe this is possible, but we also know that success requires excelling at every stage of the innovation process, which is no easy feat. Recognizing this, we’ve created a destination to share perspectives and resources for improving innovation, including remarkable brand stories, industry data and best practices to address the full spectrum of innovation challenges.
Nielsen launches faster concept testing
If your category is too crowded, expand it with Demand-Drive Innovation
Reports
Innovation Trend Report: The Humanization of Pet Food
Innovation Best Practices White Paper: The Lean Innovation Diet
Innovation Report: Design Audit Series: Wine
Innovation Best Practices Report: How Collaboration Drives Innovation Success
Innovation Trend Watch Report: The Flavor of Innovation
Innovation Trend Watch Report: How “Smart” Products Can Win Over Mainstream Consumers
Category Trend Watch Report: Lessons on How to Reinvigorate a Stagnant Category
Category Trend Watch Report: 5 Things to Know When Marketing Anti-Aging Products to Men
Innovation Best Practices Report: Packaging Sells
Innovation Best Practices Report: Nurturing Innovation: How to Succeed in Years Two and Three