80% of new products fail, yet innovation is critical to a brand's future. How do you mitigate risk and measure its success? In this episode, Fifty Gazelles' Jeremy Andersen and GfK's Neal Heffernan unfold what makes a successful product. From sparked idea to development to launch, tune in to understand what tips the scale.
Jeremy is an innovation professional with a passion for getting new ideas into market quickly. Fifty Gazelles’ practice focuses on commercializing new consumer packaged goods products, building long-term partnerships, and leading transactional market tests. Trained in facilitation and creative partnership models, Jeremy leads agile commercialization efforts that stich together internal and external resources, avoid common barriers to growth, and deliver in market results faster, cheaper and with less risk.
With over 25 years of experience in the CPG and retail industry, Neal leads the GfK Sales Effectiveness team here in North America. He oversees the design, execution and analysis of marketing ROI studies utilizing retailer loyalty card data and in-market controlled store tests for manufacturers and retailers. As an expert across advanced research methodologies, Neal is a frequent speaker at industry conferences and has been the subject matter expert in news articles including the New York Times.
Almost nine in ten new products fail to meet revenue expectations -- a statistic that adds up to millions of lost development and marketing dollars. FMCG manufacturers need to optimize their success rates while continuing to innovate at record speeds.
This is a podcast about research, innovation, and discovery. Each episode will give you new insights into today’s consumer, and prepare you for tomorrow’s marketplace.
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