Is research killing your best new product ideas without you even knowing it? Unless you’re using TNS, 40% of your innovation decisions could be wrong. Find out more.
Zombie and cannibal products killing consumer brands
60% of new launches are failing to provide growth or eating into companies’ profits from existing products.
Opinion Leader - The trouble with innovation
Innovation often fails to deliver against increasing expectations. Steve Landis challenges traditional innovation models.
Is research killing your best new product ideas?
Biggest isn’t always best. Big trial or big volume alone don’t guarantee big growth.
Find out more
Prioritising winning ideas
Concept eValuate identifies and prioritises the new product ideas that will drive growth, early in the innovation process.
Shareholders give you no thanks for launching a product that attracts most of its volume by poaching customers from the existing franchise, particularly given new introductions typically deliver lower margins than existing products.
Beware the cannibal in your product line
Don’t let cannibal concepts hijack your innovation process – Steve Landis’ blog in Harvard Business Review
When you're focusing on pure volume alone
Powering innovation-led growth
New products and services are the lifeblood of successful businesses.
Admap article - A true test of innovation
To achieve game-changing innovation, incremental growth potential must be identified early: David Soulsby in Admap.