Avoid the high-risk scenario of many new item launches, where high level investments are used to support new rollouts that have only been previously tested in focus groups or through online methodologies… neither of which can flush out the real-life launch challenges. Increase your success of new item launches by quickly identifying which innovations are worth investing in, and which ones pose risk

The researcher’s job can be a hard one; especially when consumers give out surface-level thinking to complex issues that need solutions. We have learned at Mission Field that there are times when we need to act like an unbiased classic researcher, but there are also times when we need to dig, push and challenge consumers in order to get to the heart of the matter… more like an investigative journalist.

How often do you find your innovation portfolio under duress because you haven’t yet landed that big idea?  Getting rigorous quantitative proof that you have the next $100MM idea is challenged by the complexities of consumer behavior. Simply put – when a consumer makes a decision to buy a product (or choose your new concept), it is unlikely to be based on a singular factor, but rather lots of elements that shape the final choice. But what happens when the desire for innovation validation leads to “positioning” the data?