Revista Ñ - Clarin.com

Revista Digital Justa Predicting New Product Success: Cutting out the cannibals and zombies David Soulsby What keeps an innovation director awake at night? A quick trawl through a selection of company reports would suggest: How to get more successful innovations to market faster Getting ideas to market faster requires prioritisation of the ‘winners’, so identifying those ideas most likely to succeed early in the innovation process is vital. We recently conducted an analysis of around 3,500 consumer goods launches, which shows just how few of these product innovations really add value when you look at the whole portfolio. Our study covered all new product introductions in the UK from 2007-2011 across four categories: laundry detergent, savoury snacks, soft drinks and skin care. Market research companies claim to be able to predict innovation success, yet these figures show how often manufacturers are missing the mark. The common definition of innovation success in the research industry is survival: is the product still in distribution after two years? How could this happen? Why?

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