Future market success is governed by three influences. The first two are consumer needs, and the ability of the business to address them. The third influence, which is often overlooked, is the role of the marketplace and the patterns that reveal how market activity is evolving. A rigorous and structured understanding of all three influences will help you address the challenge of innovation.
At GfK, we believe that the perfect conditions for successful innovation occur through building up a robust picture of how consumers respond to the marketplace and calibrating this against the emerging propositions and benefit bundles. In this way we can draw a rich and multi-layered map that identifies where new news in the marketplace is activating consumer needs and desires.
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