Powering innovation-led growth

New products and services should be a valuable path to growth, but with over 80 per cent of launches failing, a new approach is needed. At TNS we have proven that we can turn innovation’s failure rate around – but only if companies are courageous and focused on identifying the right opportunities from the outset.

Our suite of solutions will enable you to screen differently, prioritising the ideas and concepts that can provide real, top-line growth. They take you beyond aggregate estimates and give you a more accurate, individual-based understanding of potential. We use the latest qualitative and quantitative techniques and leverage the power of mobile and social to get you closer to occasion-based growth opportunities.


Our Innovation & Product Development research tools:

Pinpoint growth opportunities

Improve innovation success by more than six times industry norms with Matrix, our systematic approach to identifying and prioritising incremental opportunities at the very start of the innovation journey.

Crafting insights from consumer learnings

Insightment is a structured process of crafting insights from observing consumer realities. It explores unmet needs and tensions to unlock the innovation opportunity for your brand.

Generating breakthrough ideas grounded in strategy

SuperGroup is a two-day co-creation workshop that brings your team together with creative consumers and category experts. It generates powerful ideas and concepts rooted in unmet needs.

Nurturing early stage concepts to develop winning propositions

SuperClinic is our qualitative concept refinement tool that uses insights from creative and mainstream consumers to turn promising concepts into sharpened propositions.

Translating insights into actions

Activation Workshops are interactive, full-day sessions designed to bring research insights to life and deliver tangible action plans that meet your strategic objectives.

Identifying and prioritising winning ideas

Concept eValulate uses growth potential (incrementality) as the key criteria for concept screening, focusing your investment on ideas with the best topline growth. Its diagnostics then help to improve these winning ideas.

Crafting products for launch readiness

Product eValuate tests how well products fit with consumer expectations, and identifies the improvements you need to drive repeat sales.

Optimising the price and product mix

ValueManager uses our proprietary choice modelling software to reveal the product features that matter most, and helps you align your pricing strategy with consumers’ value perceptions.

Optimising launch success

Double the accuracy of in-market sales forecasts with our individual-based approach. Launch eValuate will ensure that your launch makes a positive contribution to top-line growth.

Identify winning concepts fast

Concept screening decisions are some of the most critical in the innovation process – and often time-sensitive. eValuate express identifies winning concepts in as little as 24 hours.

Winning the brand share battle

ConversionModel provides detailed insights into category dynamics and spending patterns, pinpointing opportunities to attract new consumers, re-win existing ones and to optimise their spending. It uses a precise understanding of today’s market to predict tomorrow.

How we’ve helped our clients

Drive growth through opportunities in new segments

Matrix, Innovation & Product Development, FMCG

The challenge

A leader in imported beer wanted to explore opportunities within the growing segment of lighter, more drinkable products, to address slowing sales and profits.

Our approach

We used Matrix, a systematic approach to directing and prioritising innovation opportunities to evaluate the landscape of over 50 beers, understand tensions and unmet needs, and reveal the real potential from different drinking occasions.

The insight

We identified a major gap in the largest need-state for beer, where brand value, product value and satisfying drinkability intersect. Meeting this unmet need would appeal to underdeveloped customers, drive incremental growth and enhance brand equity.


The client developed an entire business plan around the need-state, and the resulting product launch exceeded sales goals by more than 50 per cent.