Innovation matters

John Zeally

Research by Accenture of 3,500 consumers in five countries (USA, UK, France, Germany, Spain) has shown that companies that forego innovation in difficult economic times, in favour of cost-cutting, can be missing opportunities to capitalise on areas consumers identify as ripe for increased spending.

Innovation Matters

John ZealleyAccenture

Recent experience has heightened some marketers' concerns over saturated markets and the willingness of jaded consumers to value innovation. However, recent research by Accenture indicates that there remains real consumer demand, challenging producers to unlock the consumer's wallet by making new and relevant products available. In short, innovation matters. The research surveyed 3,500 consumers in five countries around 1,500 in the USA and 500 each in the UK, France, Germany and Spain. The findings show that companies which forgo innovation in difficult economic times in favour of costcutting can be missing opportunities to capitalise...

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