Innovation & product development

Our approach is based on a set of fundamental principles that are vital in bringing great ideas to market faster, while managing the risk at every stage of the innovation process. Knowing what to look for in a successful idea and knowing where to look for it in the first place is key to innovation success.

Our 40 years of innovation expertise show us that three critical factors influence long term potential for a new product or service:  

• Clarity: a clear, recognisable point of difference
• Relevance: a point of difference that provides a relevant benefit
• Excitement: a benefit exciting enough to overcome barriers to trial and usage.

Excitement is the most crucial of these three factors: it can dramatically accelerate trial and repeat of a new product or service by generating word of mouth, especially among consumers that are key influencers.

Our global database of over 60,000 cases shows that consumers get excited by ideas that address a genuine need. An in-depth understanding of consumers’ needs, occasion requirements and market conditions is therefore essential in uncovering breakthrough opportunities and prioritising resources behind exciting and winning concepts.